Bandai has signed Evy of California to create apparel based on the Tamagotchi L.i.f.e. brand in the U.S. The deal was brokered by Evolution, the brand’s U.S. licensing agent. Sync Beatz Entertainment in North America also serves as the marketing representative for the Tamagotchi brand, and help facilitate the deal.
Evy will design clothing for girls including activewear, bodysuits, dresses, fleece, t-shirts, knit shirts and tops, leggings, pants, rompers, shorts, skirts, sweaters, sleepwear and outerwear in time for back-to-school season 2014.
“For over 60 years, Evy of California has been a forward-looking leader in the apparel business,” says Naomi Tobita, chief Tamagotchi officer, Bandai. “We are thrilled to have this opportunity to work together in the design and production of fresh and whimsical leading-edge apparel featuring the distinctive Tamagotchi style, which has never before offered on this scale.”
“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.”