Tama-gotcha!

Tamagotchi. The name is derived from tamago, Japanese for “egg”; and tomodochi, which means “friend.” The handheld “egg-friend,” or virtual pet as it's better known by players, has been around since the turn of the 21st century. Not entirely an aged brand, Tamagotchi continues to garner owners: More than 40 million units of the palm-sized, egg-shaped “friends” have sold worldwide since 1996. Back then, it was four units in four different colors. Almost 10 years later, Tamagotchi comes in multiple designs of toys, video games and accessories, giving retailers more options for their Tamagotchi sections.

Tamagotchi players, or owners, take care of their “pet” on the handheld device by “feeding” it, putting it to “sleep” and letting it interact with other Tamagotchi pets through a virtual world online, or Connection. The online community lets kids play games, unlock secret codes and earn points used to purchase pet treats and find information about other Tamagotchi products.

Jessica Wells, assistant marketing manager for Bandai America, the toy division of newly merged Namco Bandai, advises retailers on how to give the product as much face value as possible, and keeps stores informed about signage that shows countdowns to new product launches so consumers know that the brand is continuously evolving. Overall, Wells tells Playthings that the strongest promotion of Tamagotchi is in the online community.

The 2006 product lineup will feature three new Tamagotchi lanyards—Mametchi, Kuckipatchi and Memetchi—in July. Each braided lanyard will include a matching miniature figure. Three additional characters—Ichigotchi, Korotchi and Gozarutchi—will be available in September.

Units of Tamagotchi Connection Version 3 are available this month for ages 8 and up. The game features more online interactive components. Players can go shopping, go to the movies, play arcade games and meet the parents and grandparents of their Tamagotchi.

“Tamagotchi Connection continues to do so well in the market because it's unique to the tween lifestyle,” says Wells. “It appeals to young girls, because they're looking for a toy that lets them use their caring and sharing abilities. It can also be used as a fashion accessory. It's a multifaceted toy.”

In upcoming years, Tamagotchi product will branch out into apparel, footwear, video games (the first, Tamagotchi Connection: Cornerstore, was released last month) and even home furnishings. The initial launch will be apparel by Changes, Glendale, N.Y., this spring. “We are delighted to be expanding the lifestyle brand beyond the 'eggshell,'” adds Wells. “The next few years will see all aspects of the brand branching out.”