After making a comeback this past February, the Tamagotchi L.i.f.e. brand – a digital recreation of the original egg-shaped toy that launched in 1997 – now has its first licensee on-board, L.A.-based Mighty Fine.
The licensing deal with Mighty Fine was inked between Tamagtochi brand-owner Bandai and its North American marketing rep Sync Beatz Entertainment.
Mighty Fine will create a complete fashion apparel line for juniors and women that includes activewear, T-shirts, bodysuits, dresses, fleece, pants, shorts and skirts. All items will feature a contemporary take on the characters and design elements of the classic Tamagotchi brand.
The Mighty Fine alliance kicks off the next phase for the lifestyle brand, as Bandai plans to introduce a range of licensed products from home décor to accessories.
The original handheld Tamagotchi toy has sold more than 80 million units in 54 countries and territories over the past 16 years. In early 2013, Bandai launched the Tamagotchi L.i.f.e. app, which has since generated more than 2.5 million downloads. Three Tamagotchi-branded Facebook pages featuring the new lifestyle property have amassed roughly 150,000 Facebook likes.