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Tamagotchi, the hand-held digital pets which sold over 80 million units in 54 countries, is having a second life.
This story first appeared in the September 4, 2013 issue of WWD. Subscribe Today.
Back in the Nineties, children took on the challenge of parenting these living digital pets. Now that these kids have grown up, they can wear clothes reminiscent of Tamagotchi.
Bandai Co., Ltd. and its North American marketing representative, Sync Beatz Entertainment, have signed a deal with Los Angeles-based Mighty Fine to produce and market Tamagotchi L.i.f.e. juniors and women apparel, including activewear, T-shirts, bodysuits, dresses, fleece, pants, shorts and skirts, that will feature a contemporary take on the characters and design elements of the classic Tamagotchi brand. Details about the line, price points and launch date haven’t been finalized yet.
The agreement was brokered by Evolution USA Inc., Woodland Hills, Calif.
“When we saw the millions of kids who grew up with Tamagotchi and still love the brand today, and our success producing inventive women’s fashion, we recognized this as a great opportunity,” said Patty Timsawat, chief operating officer of Mighty Fine.
The Mighty Fine alliance will kick off the introduction of numerous licensed products from home decor to accessories.
Last year, Tamagotchi L.i.f.e. launched a Web site, as well as Facebook, YouTube, Twitter and Pinterest pages. Earlier this year, Bandai launched the Tamagotchi L.i.f.e. app, an authentic recreation of the classic Tamagotchi game with a contemporary spin, which has generated more than 2.5 million downloads.