Tamagotchi Adds Apparel Partner

Bandai and its North American marketing representative Sync Beatz Entertainment have inked a new deal with Evy of California for girls’ apparel inspired by the Tamagotchi L.i.f.e. lifestyle brand.

The agreement was brokered by Evolution USA, Sync Beatz Entertainment’s retail development and licensing partner for the Tamagotchi L.i.f.e. property in the U.S. 

Under the new deal, Evy hasthe exclusive U.S. license for girls’ apparel including activewear, bodysuits, dresses, fleece, t-shirts, tops, leggings, pants, rompers, shorts, skirts, sweaters, sleepwear and outerwear.

“The imagery associated with Tamagotchi has captivated kids for nearly two decades,” says Kevin Krieser, president and chief executive officer, Evy of California. “We see this passionate fan base actively introducing the kids in their lives to experience Tamagotchi through our unique and adorable wearables, which celebrate both the history as well as the future of this popular property.”

Product will arrive on shelf in time for back-to-school 2014. 

The partnership with Evy follows the announcement of a deal with Mighty Fine for Tamagotchi L.i.f.e. junior’s apparel. 

These two key alliances advance the next phase for the new lifestyle brand, which aims to include a full range of licensed products ranging from home décor to accessories.

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