The new brand is designed to capitalize on the aging group of Tamagotchi fans who raised one of the digital pets back when the toy was first introduced in 1996. Now young adults, Bandai hopes to tap into that established fan base with the Tamagotchi L.i.f.e line of lifestyle products.
The new website reflects the traits of the brand’s original game play with contemporary spin.
The new site offers a range of activities and features to engage costumers including a Stories section, where fans can upload images of their original Tamagotchis and share memories; a “Trends” section where users can connect with the latest in food, pop culture and fashion; a T-L.i.f.e. blog; a regularly updated series of Tamagotchi L.i.f.e. webisodes that introduce visitors to a range of people, products and venues, all emblematic of that Tamagotchi spirit.
Tamagotchi L.i.f.e. is also launching a Hometown Heroes initiative that encourages visitors to nominate people in their communities who have improved the quality of life for those in need. Every two months, Tamagotchi L.i.f.e. will recognize the nominee who receives the most votes with a $5,000 donation to the charity of his/her choice.
Bandai is also planning a series of Tamagotchi L.i.f.e. apps, now in active development and expected to launch in spring 2013.
“In only a few short months, we have seen tremendous enthusiasm from the industry as well as from the public for the Tamagotchi L.i.f.e. brand,” says Naruo Uchida, chief executive officer, Sync Beatz Entertainment. “We are grateful for the opportunity to contribute to the growth of this iconic property, and look forward to many more significant developments in bringing new T-L.i.f.e. products and experiences to fans across America.”