June 27, 2006

Every Mobile Phone Needs a Pet

Bandai Reintroduces the Multi-Million-Selling Virtual Pet, Tamagotchi for the Mobile Phone Platform

For mobile phones languishing hour after hour, stuck in the bottom of a purse, backpack or deep pocket comes Tamagotchi from Bandai America Inc., the mobile phone version of the top-selling virtual pet of the same name, now in its third version after more than 10 years on the market.

Perfect for those mobile phone users who are wracked with guilt for not spending enough quality time with their mobile devices, they can now rest assured that not only will the Tamagotchi pet keep their phones company, but also remind the owner to check in on it from time to time for feedings, bedding down and other day-to-day needs, while the application is running on the phone.

First introduced as a pocket-sized toy in 1996, the original Tamagotchi virtual pet has sold more than 40 million units worldwide, with more than 12 million in the U.S. and Canada. Not only did the original toy spur a pop culture phenomenon, but also created a new toy category and prompted countless imitations. During its peak, 15 Tamagotchi units were sold every minute in the U.S. and Canada.

“The Tamagotchi virtual pet for the mobile phone gives a whole new dimension to pet ownership,” said Masao Ohata, Vice President of Network Entertainment for Bandai America Inc. “Users will be amazed at how Tamagotchi will rekindle the close relationship many once had with their mobile phones.”

The Tamagotchi virtual pet is available through most major U.S. mobile phone carrier networks. More information can be found at www.BandaiWireless.com.

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