Bandai Takes Tamagotchi Mobile

Bandai and its North American marketing representative Sync Beatz Entertainment are taking the ’90s Tamagotchi toy mobile with a new app based on the retro property.

The free app, developed by Namco Bandai Games, provides the toy’s classic game play in a contemporary format under the new Tamagotchi L.i.f.e. (Love Is Fun Everywhere) lifestyle brand. The app also links with Facebook so players can share their pet-raising experiences.

The app is now available for Android devices in the U.S. and Canada, with an iOS version coming soon.

The “Tamagotchi L.i.f.e.” app marks the latest offering from the new lifestyle brand, which aims to embody the spirit and qualities of the original Tamagotchi experience for young adults.

“The mission of Tamagotchi L.i.f.e. is to provide consumers with a contemporary take on the much-loved brand from their youth and this app does that perfectly,” says Naomi Tobita, chief Tamagotchi officer, Bandai. “The fun and engaging game play of this newest media format will enable U.S. and Canadian consumers to rediscover that love they first felt when the toy was introduced in 1997. We look forward to introducing a wide range of Tamagotchi L.i.f.e. products that will provide additional ways for fans to experience the brand in the months ahead.”