Launched in the 1990s, Bandai’s Tamagotchi taught children how to care for a pet. The toy released in Japan in 1996 and was out of stock within a week due to unprecedented demand from consumers. Over the following year, 40 million units of the virtual pet were sold. 

Bulldog Licensing’s team will be exploring partnerships in a range of sectors, including publishing, apparel, homewares, gifts, stationery and more. Meanwhile, brand owner, Bandai will continue to introduce the Tamagotchi brand to new fans, while also delighting existing enthusiasts with a re-launch of the original Tamagotchi, as well as the new generation, Tamagotchi Pix.  

Tamagotchi Pix allows users to interact with their Tamagotchi character in a whole new way, with a built-in camera and touch buttons to enhance the experience. 

“A brand as iconic as Tamagotchi is a fantastic addition to our portfolio,” says Rob Corney, managing director, Bulldog Licensing. “The wealth of assets makes this the perfect property to build a meaningful, impactful and fun consumer products program. We are really excited to present Tamagotchi to our best-in-class licensing partners and create a wider Tamagotchi world for consumers to enjoy.” 

"We are proud of the continued success of Tamagotchi more than 25 years after its initial launch,” added Aâdil Tayouga, director of licensing and business strategy, Bandai Namco Europe. “Our toy line has been expanding and growing rapidly in the U.K., with both younger and adult generations really being fond of Tamagotchi, which brings exciting licensing opportunities. We are looking forward to work with Bulldog Licensing to deliver more Tamagotchi to our consumers." 

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Over the last 25 years, Bandai has continued to create new generations of the pet, including licensed versions, such as the Hello Kitty Tamagotchi, the Pac-Man Tamagotchi and even a Star Wars version, bringing sales to date to an incredible 80 million. 

As such a key part of pop culture over the last three decades, Tamagotchi provides the ideal addition to Bulldog’s carefully curated portfolio of brands. With its rich heritage and instantly recognizable branding, the agency will build a portfolio of hand-picked licensees to expand the world of Tamagotchi for consumers and the army of devoted fans. 

Bulldog Licensing is exhibiting at Brand Licensing Europe 2022. Find more info here.