SUMMARY: TOKYO and LOS ANGELES (March 28, 2013) – Bandai Co., Ltd. and its North American marketing representative Sync Beatz Entertainment today announced that the Tamagotchi L.i.f.e. App is now available for free on iPhone and iPad devices in the U.S. and Canada. The launch follows an earlier release for Android devices, which currently has had more than 600,000 downloads since its debut last month on Valentine’s Day.

BANDAI CO., LTD. and SYNC BEATZ ENTERTAINMENT Launch Tamagotchi L.i.f.e. iOS App for iPhone and iPad in the U.S. and Canada

Android Version of App Surpasses 600,000 Downloads

TOKYO and LOS ANGELES (March 28, 2013) – Bandai Co., Ltd. and its North American marketing representative Sync Beatz Entertainment today announced that the Tamagotchi L.i.f.e. App is now available for free on iPhone and iPad devices in the U.S. and Canada. The launch follows an earlier release for Android devices, which currently has had more than 600,000 downloads since its debut last month on Valentine’s Day.

The Tamagotchi L.i.f.e. App, developed by Tokyo-based Namco Bandai Games Inc., is an authentic recreation of the classic Tamagotchi that captured the imagination of young fans across America when introduced in 1997. This launch marks the latest offering from Tamagotchi L.i.f.e., a new line of lifestyle products that embodies the spirit and qualities of that original experience and the attributes of its original fans, now active young adults.

“The response to the Android version of the app was very gratifying, with over 100,000 consumers downloading the app within 48 hours,” said Naomi Tobita, Chief Tamagotchi Officer, Bandai Co., Ltd.  “Bringing the app to the iPhone and iPad will allow an even larger group of consumers to enjoy and relive the experience of caring for a Tamagotchi, while introducing them to the Tamagotchi L.i.f.e. brand.”

The iOS App is identical to the Android version and offers players two distinctive Tamagotchi experiences to enjoy. “TOY” mode replicates the 16-bit black and white character pixels and all the familiar behavior and parenting tools of the original, while “APP” mode presents an updated version that adds color, higher resolution and allows fans to collect the virtual pets, as well as a “Rock, Paper, Scissors” mini-game for fans to play with their pets to increase their overall happiness. Several additional elements will also be featured in this App, including the ability for owners to link with Facebook friends to share their pet-raising experience as well as music that has been incorporated into the game.

The App is the latest element of the multi-faceted Tamagotchi L.i.f.e. (Love Is Fun Everywhere) brand initiative, which began with its Website launch in November 2012 and the establishment of the “Hometown Heroes” program, where fans can nominate someone making a measurable difference in their community. Carole Pearson and The Dawg Squad, a non-profit animal rescue group she runs, was recently announced as the inaugural winner of the Hometown Heroes program and received a $5,000 contribution to her organization. The next winner will be selected at the end of April, and nominations can now be made at tamagotchilife.com/heroes.

The Tamagotchi L.i.f.e. app is available free from the App Store for iPhones and iPads running iOS version 4.3 or later at http://bit.ly/10gG5ev.

About Bandai Co., Ltd.
Dedicated to “Fostering Dreams and Delivering Inspiration,” Tokyo-based Bandai Co., Ltd., one of the world’s largest toy companies, manufactures engaging toys that captivate the imagination and provide endless fun and entertainment through some of the most popular brands in children’s toys and interactive entertainment today.  Bandai Co., Ltd. is part of NAMCO BANDAI Holdings, Inc., whose global interests encompass three strategic business units: Toys and Hobby, Content and Amusement Facility.  The Toys and Hobby unit’s product lineup includes toys, candy toys, cards, vending machine capsule products (Gashapon), plastic models, apparel, lifestyle goods and other products.  The company’s mid-term strategy focuses on “Globalization” through the nucleus of its business – the Character Merchandising business model.

About Sync Beatz Entertainment
Representing such respected consumer product organizations as Bandai Co., Ltd. (“Tamagotchi”) and Banpresto (“Kapi-Bara-San”), Sync Beatz Entertainment is a full service marketing organization that creates strategic growth for IP owners by employing traditional and digital media along with consumer product expertise to introduce branded products to the United States marketplace.

Bandai logo: ® and © 2013 Bandai. Tamagotchi: ©Bandai, WiZ. The toy concept and products of Tamagotchi are developed by Bandai Co., Ltd. and WiZ Co., Ltd. jointly.

Media Contacts

Jerry Griffin
Daniella Apfel
Stephanie Thoensen
Bender/Helper Impact
(212) 689-6360

Barry Stagg
Sync Beatz Entertainment
(310) 880-3193 mobile