Bandai has named Los Angeles-based Sync Beatz Entertainment as exclusive U.S. licensing agent and brand manager for its Tamagotchi brand.

A new collection of lifestyle products inspired by the digital pet brand, called Tamagotchi L.i.f.e. (Love is Fun Everywhere), will be unveiled at Licensing International Expo, June 12-14, in Las Vegas, Nev.

The line will include products such as apparel, furnishings, gifts and novelties, health and beauty, and publishing. A range of digital media will support the brand launch, including apps and webisodes.  

Since its launch in 1996, Tamagotchi had become one of Bandai’s core brands, earning evergreen status in the company’s property portfolio.

“This is the right time to expand the Tamagotchi personality and experience into the daily lifestyle of the original fan base,” says Naomi Tobita, chief Tamagotchi officer, Bandai. “From its emotional nurturing to its distinctive design, we’re confident that these engaging products will provide consumers a contemporary take on a much-loved brand with the style and attitude they remember so fondly.”