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Tamagotchi Friends fashion line adds a little life

California-based kids fashion company Evy of California will bring its augmented reality app KuKee to Tamagotchi Friends apparel.
June 3, 2014

Tamagotchi may be better remembered better for its digi-pets rather than fashion sense, but global toyco Bandai America and L.A.-based marketing company Sync Beatz Entertainment have now announced that the Tamagotchi Friends girls fashion line will soon be adding some interactivity.

California-based kids fashion company Evy of California will bring its augmented reality app KuKee to Tamagotchi Friends apparel. Using the free app to scan a marker embedded on the clothes, consumers will be able to customize illustrated self-portraits with distinctive Tamagotchi elements onto digital student ID cards, which can then be shared via social media.

The new line of apparel—which will include dresses, t-shirts, sportswear, skirts, sweaters  and fleece—will launch later this year in both Canada and the US. The brand plans to roll out more products from home décor to stationery by year’s end.

Tamagotchi was first introduced 18 years ago, with 44 versions of the electronic pet selling more than 79 million units worldwide. It remains one of the most popular brands in Japan today for girls ages seven to nine. Last year, the egg-shaped pet made a comeback with the Tamagotchi L.i.f.e. (Love is Fun Everywhere) app on iOS and Android devices, which has since generated more than three million downloads. Earlier this year, Nickelodeon TV star Jennette McCurdy was named the Tamagotchi L.i.f.e brand ambassador.

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