By Allison Watkinson
TLL Reporter
Bandai Namco is bringing the Tamagotchi brand to the 2023 Licensing Expo to expand its consumer products licensing program.
Tamagotchi is a virtual-reality pet brand that was originally released as a handheld video game in Japan in 1996 and in the U.S. the following year. Since its initial launch, Bandai Namco has extended the Tamagotchi brand into a global franchise that includes console games, arcade games, films, animated content, and mobile applications.
The upcoming Licensing Expo is a key part of Bandai Namco Entertainment America’s plan to increase the Tamagotchi brand’s presence in the North American market.
The company is currently seeking new licensing partners for the brand in categories such as apparel, accessories, stationery, food, lifestyle and more.
“Tamagotchi fans are always looking for new ways to personalize their experience and express their fandom,” said Bandai Namco America director, Tara Badie. “The elevated-grade lifestyle line we are creating will allow the Tamagotchi community to celebrate the much-loved brand on a whole new level. We are excited to meet with potential partners and bring Tamagotchi to fans in a whole new way.”
Partners interested in collaborating with the Tamagotchi brand can schedule a meeting by contacting Tara Badie or Linh Forse through the Licensing Expo portal or visiting Bandai Namco Entertainment America’s #F170 booth at the upcoming Licensing Expo.
The 2023 Licensing Expo is scheduled to take place from June 13 to June 15 at the Mandalay Bay Convention Center in Las Vegas.
Bandai Namco Toys & Collectibles America is the consumer products and services division of Bandai Namco Entertainment America.
The division is responsible for the manufacturing and licensing of products based on Bandai Namco’s portfolio of entertainment, pop-culture, and children’s brands.
Bandai Namco Entertainment and its related divisions are subsidiaries of the Japanese multinational holding company, the Bandai Namco Group.