TOKYO and LOS ANGELES (May 22, 2012) – Bandai Co., Ltd., one of the world’s largest toy companies, has named Los Angeles-based Sync Beatz Entertainment, Inc. as the exclusive United States Licensing Agent and Brand Manager for its hugely popular Tamagotchi® brand, which has sold over 78 million units in 54 countries and territories since the world’s first virtual digital pet first was introduced 15 years ago.

A new collection of lifestyle products inspired by the global fan favorite, branded Tamagotchi L.i.f.e. (Love is Fun Everywhere), will be unveiled at next month’s Licensing International Expo 2012 in Las Vegas.

Dedicated to “Fostering Dreams and Delivering Inspiration,” Bandai Co., Ltd. manufactures engaging toys that captivate the imagination of children and provide endless fun and entertainment through such popular brands as Power Rangers®, Ben 10™ and Pocoyo™, among other boys, girls, pre-school and hobby product lines.

On behalf of Bandai Co., Ltd., Sync Beatz Entertainment plans on implementing a comprehensive marketing program for an extensive line of Tamagotchi L.i.f.e. products in key categories including Apparel, Domestics, Furnishings, Gifts & Novelties, Health & Beauty and Publishing in the United States.

Among the key drivers supporting the brand launch will be a range of digital media, including apps and Webisodes, providing a whole new level of interactivity and social media connection for Tamagotchi fans all over the world. The agency is reviewing several prospective apps including role-playing, strategy puzzle and other genres of casual games based on the characters of the original Tamagotchi property. It is also looking at multiple genres for its Webisodes, including live action and animation, which will provide a unique focus on fashion, lifestyle and cultural trends relevant to consumers.

Named by melding the Japanese word for egg, “tamago,” with the English language word “watch,” the Tamagotchi was an instant phenomenon when Bandai launched the original product in Japan on November 23, 1996. Combining the latest in digital technology with the compelling attraction of interactivity, these colorful virtual pets captured the hearts and attention of all who touched them.

By the time Bandai released the wave of compelling creature-raising interplay in the U.S. the following year, Tamagotchi became the must-have product for millions of young fans who took on the care and feeding of these living entities.

As the new millennium began, Tamagotchi had become one of Bandai’s core brands, earning coveted evergreen status in the company’s property portfolio.

Los Angeles-based Sync Beatz Entertainment, Inc. is a full service marketing organization that creates strategic growth for IP owners by utilizing traditional and digital media and a wealth of retail and consumer product expertise to introduce their branded products in the United States marketplace. Sync Beatz Entertainment provides a complete range of strategic marketing and distribution expertise to influence retail and consumer purchase decisions of global properties in all key licensed brand categories.

“This is the right time to expand the Tamagotchi personality and experience into the daily lifestyle of the original fan base,” said Naomi Tobita, Chief Tamagotchi Officer, Bandai Co., Ltd. “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.”

“We are honored to be entrusted with this admired global property, and are tremendously enthusiastic to unveil our licensing and marketing plans to add another chapter of success to the Tamagotchi legacy,” said Naruo Uchida, CEO, Sync Beatz Entertainment.

About Bandai Co., Ltd.
Dedicated to “Fostering Dreams and Delivering Inspiration,” 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, Amusement Facility and Contents. 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 © 2012 Bandai. Ben 10: TM and © CARTOON NETWORK. Power Rangers: ® and © SCG Power Rangers LLC. Pocoyo: TM & © 2005-2012 Zinkia Entertainment S.A. Tamagotchi: ©Bandai, WiZ. The toy concept and products of Tamagotchi are developed by Bandai Co., Ltd. and WiZ Co., Ltd. jointly.


(213) 377-5100