Bandai, the toy company, is extending its virtual pets brand, Tamagotchi, with the launch of Tamagotchi Familitchi. This will allow users to look after multi-pets at the same time.
The new range, which allows up to three on-screen characters at the same time, has different “family types” of Tamagotchi. The way a user cares for a character will determine which type they end up with.
The launch will be supported by a press and TV marketing campaign breaking this weekend and a new Europe-wide website.
The product has a new look with a house-shaped antenna and customisation element with clip-on character charms, as well as new games, designs and game-play options.
The Familitchi range retains an infrared function so that players can allow their families to interact and even “marry” to create new generations of “tamababies”.
A press campaign will run in the February and March editions of magazines including Girl Talk, Go Girl and High School Musical. It will break on February 17.
A new TV ad, created by Origami film, will also launch this weekend featuring 3D graphics and a voiceover from TV presenter Sarah Cawood.
The launch also coincides with the launch of a new Tamagotchi social networking site website – www.tamagotchieurope.com