Tamagotchi lays golden eggs for Bandai

Sales of Tamagotchi Plus units crack 20 million in just over two years; children's clothing line on the way.

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Bandai announced today that sales of the latest version of its iconic Tamagotchi virtual pet have reached 20 million units. The Tamagotchi Plus reached this milestone in just over two years, and the pace of sales is accelerating. After the game's March 2004 launch, Bandai sold the first 10 million units in 17 months, while moving the second 10 million units took just nine more months. With retail prices from 2,000 to 3,000 yen ($16.90 to $25.30), the Tamagotchi Plus represents a significant source of income for the Japanese toy and gamemaker.

The virtual pet game has been successful outside of Japan as well, selling 11.8 million units overseas. It was even chosen as the UK Toy Retailers Association's Toy of the Year in 2005. Tamagotchi games have also seen success around the world. The most recent release, Tamgotchi Connection: Corner Shop, arrived in US stores earlier this year.

Part of this success may be due to the new tricks that Tamagotchis have learned since they first took the market by storm in 1996. All versions of the Tamagotchi Plus share information between units using infrared connectivity, and some versions can even communicate with cell phones and upload information to the Internet.

Tamagotchi's perennial popularity has encouraged Bandai to explore revenue sources beyond its usual areas of expertise. In a partnership announced yesterday, Bandai will collaborate with Japanese clothing retailer Uniqlo to produce Tamagotchi-branded children's clothing. Uniqlo's 709 domestic locations will offer children's T-shirts featuring Tamagotchi characters, bundled with a Tamagotchi game. Bandai describes its key strength as "character merchandising," and unexpected brand extensions like this one support that claim.

Discussion

18 comments
myron30
myron30

Plus it's over priced at $29.99.

myron30
myron30

I have one thing to say, Tamagotchi Connection: Corner Shop was not successfull here in the states, not from what I've hear and read. I've been tempted to buy it but wise up every time I read all the bashing it receives online.

LionsGate
LionsGate

Supposively the DS game has sold real well too, I think making it the highest selling third party game on DS, which is so sad.RE:DS should be #1 third party game! I had no clue that the little things still existed, let alone sold 20 mil.

DrinkDuff
DrinkDuff

Oh bandai...You and your market dominance: First Japan....then the world!

CasualKillla117
CasualKillla117

Well, didn't Pokemon did this like, in the seventh month of its exsistence?

jaefrmbk2k
jaefrmbk2k

[This message was deleted at the request of a moderator or administrator]

DurhamNC
DurhamNC

Well sure it's weird if you're over say seven...

mr_squibble
mr_squibble

Cool. Gotta love consumers and their disposable income...

JBrookbank
JBrookbank

I was not aware they still made Tamagotchi things anymore until I saw the preview for the new game at my local EB. I thought they were done with the little portable things a long time ago. Oh well, if they are making money off of it, go them.

drollia
drollia

Wow i did realize that Tamichochi was still even around. i thought that it said that the DS version had sold 20 million units already and thought good lord, that game is huge. But i was wrong the game didn't come out until this year

NeoJedi
NeoJedi

That is some real weird and wild stuff right there... I wonder when the Nintendogs clothing line is coming out? :P

PSdual_wielder
PSdual_wielder

i had an original one of these years ago and remembered having it confiscated by my grad 2 teacher, i got it back, but i dont where it is now. these things are quite childish.

Donkeljohn
Donkeljohn

. . . do you still have to throw the thing away when you neglect your digital pet? Bandai may be held responsible for creating the Tamagotchi Landfills. . .