Although the virtual pets quickly went out of style in the ‘90s, Bandai Co. Ltd., the Japanese company that created the Tamagotchi brand, has been making efforts to bring them back to life this year.
Bandai Co. Ltd. and its North American marketing representative, Sync Beatz Entertainment, announced last week they signed a deal with Los Angeles-based clothing company Mighty Fine, giving them licensing rights to Tamagotchi L.i.f.e.’s first line of clothing and lifestyle products, according to Women’s Wear Daily.
Lifestyle products will include home décor as well as accessories. The clothing line will include activewear, T-shirts, bodysuits, dresses, fleece, pants, shorts and skirts for women and juniors.
Even though she was fond of the toy, Sanela Music, a 21-year old UF business junior, said, “I don’t think I’d want a pillow or blanket with my Tamagotchi animal on it.”
Dennis DiPasquale, a UF Ph.D. student in advertising and instructor of Principles of Advertising, said the respective companies might be reviving Tamagotchi because it plays a nostalgic role in the market.
He said another reason for the brand’s comeback might be a chance at a fresh market.
“The idea of the Tamagotchi is new to its original demographic,” he said. “(For) the other audiences who have never heard of it … it’s not passé for them because it was never popular for them. So, it’s an opportunity for it to become popular again.”
J. C. Penney Professor of Marketing Richard Lutz also believes nostalgia plays a role in Tamagotchi’s return.
Younger kids aren’t usually making their own purchase decisions, Lutz said. People who played with Tamagotchis in the ‘90s are now in their 20s and may buy into the new line for younger generations. Items like this tend to be fad-driven, he said.
Alexandra Valverde said she probably wouldn’t buy into the new Tamagotchi line because it’s not her style.
“I may buy something like that for my niece, though,” the 21-year-old UF microbiology and cell science junior said.
DiPasquale doesn’t think Tamagotchis are a fad that’s come back to stay for good.
“Something to remember is that Tamagotchi didn’t stay popular for that long, so I don’t think that this will stay popular for that long,” DiPasquale said. “I think it’s going to be in and out. (It’s) probably a seasonal fad — for maybe one year.”
Andrea Bonvecchio said she wouldn’t buy into Tamagotchi L.i.f.e.
“I’m all about owning memorabilia of things you’re a fan of as a kid, but Tamagotchi was just a short-lived phase that lasted as long as my little Tamagotchis,” she said.
A version of this story ran on page 10 on 9/12/2013 under the headline "Tamagotchi makes a comeback"
