News imageBandai To Launch Tamagotchi® Friends™

With Immersive New World of Content

US Debut of Tamagotchi Friends Set for

November 23rd, Tamagotchi’s 17th Birthday





November 21, 2013 – Los Angeles, CA – The original Japanese toymaker, Bandai, is set to relaunch the worldwide phenomenon Tamagotchi® under the brand Tamagotchi Friends. The sustained affinity of Tamagotchi’s passionate fans and a strong corporate commitment to keep Tamagotchi relevant has evolved the product into a multi-platform brand with multi-demographic product lines for 2014 and beyond. The Tamagotchi Friends brand, supported by new devices, technology and an immersive portfolio of interactive lifestyle products, will launch globally throughout Spring and Fall 2014, beginning with animated webisodes debuting globally on November 23rd to coincide with Tamagotchi’s 17th Birthday, supported by a phased rollout of the new website.

Bandai first introduced the beloved Tamagotchi 17 years ago, and has since sold more than 79 million units worldwide. Today Tamagotchi remains one of the #1 Character Brand for girls 7-9 in Japan, and a top beloved nostalgic brand in the US market.

A whole new generation of Tamagotchi caregivers is set to fall in love and build lasting friendships with the fun and quirky Tamagotchi Friends brand in interactive new ways. From physical products, including Digital Friends, Apparel, Apps and more; to the virtual world on social media and at, global visitors will connect with the adorable Tamagotchi Friends characters and really get to know them. Bandai will begin debuting animated webisodes on November 23rd and will continue throughout the year and 2014, along with a robust interactive community that lets YOU experience this world as a Tamagotchi character, and mini games to keep visitors engaged and having fun with Tamagotchi Friends.

Bandai’s all new, interactive Tamagotchi Friends Digital Friends are not the same old Tamagotchi’s their parents grew up with! Featuring fashionable trend-inspired designs on the outside, new characters to hatch and raise, along with new experiences on the inside! All new short range communication where you can bump another Tamagotchi Friends Digital Friends to go on play dates, share texting, games and more! Kids can connect their Digital Friends with their real life friends for a deeper Tamagotchi experience

New and old Tamagotchi fans in North America were first re-introduced to Tamagotchi with the brand’s Tamagotchi L.i.f.e.™ App that debuted in February 2013 and already has had more than 2.7 million downloads. For the original user base, now in the Female 18-29 demographic, Tamagotchi L.i.f.e. fondly celebrates the nostalgic childhood wonder of the portable collectible egg, the nurturing of the loveable characters, and the unique imagery through a cool fashion-forward line of apparel and lifestyle products.

“Part fashion, part friendship, part community and all fun, the new Tamagotchi Friends combines the nurturing features and simple play pattern of the beloved handheld virtual pet, with exciting new entertainment that we believe will really resonate with Tamagotchi fans,” said Georgia Manolas-Lopez, Director of Girls Marketing, Bandai America Incorporated. “And now, with the new BUMP feature, similar to what’s found in today’s smartphones, these lovable, whimsical friends can connect with each other for massively increased levels of interaction.”

Bandai will introduce the Tamagotchi Friends portfolio of Digital Friends and other toys globally, with product hitting European retailers beginning in late December 2013, followed by the US market in Fall 2014.