Tamagotchi L.i.f.e. has signed a deal for girls’ apparel.
Bandai Co. Ltd. and its North American marketing representative Sync Beatz Entertainment have signed Evy of California Inc. to develop a complete line of girls’ clothing inspired by the Tamagotchi L.i.f.e. brand. The first collection will be for back-to-school 2014.
Evy has been assigned the U.S. license to manufacture girls’ apparel, including activewear, bodysuits, dresses, fleece, T-shirts, knit shirts/tops, leggings, pants, rompers, shorts, skirts, sweaters, sleepwear and outerwear. The agreement was brokered by Evolution USA Inc. of Woodland Hills, Calif.
“The imagery associated with Tamagotchi has captivated kids for nearly two decades,” said Kevin Krieser, president and chief executive officer of Evy of California. “We see this passionate fan base actively introducing the kids in their lives to experience Tamagotchi” through the apparel offerings.
In addition to managing its own brands, Fleurish Girl, California Talk, SuperCharged and Kidture, Los Angeles-based Evy holds the U.S. licenses for several other properties, including Hello Kitty and Disney. Its clothes are carried by such retailers as Macy’s, Target and Wal-Mart.
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 2.6 million downloads.