Bulldog Licensing to bring Tamagotchi into apparel, publishing and more

Bulldog Licensing is helming the consumer products push for Bandai’s Tamagotchi toy brand.

Bulldog will be exploring partnerships in a range of sectors, including publishing, apparel, homewares, gifts, stationery and more.

“A brand as iconic as Tamagotchi is a fantastic addition to our portfolio,” said Rob Corney, Managing Director of Bulldog Licensing.

“The wealth of assets makes this the perfect property to build a meaningful, impactful and fun consumer products programme. We are really excited to present Tamagotchi to our best-in-class licensing partners and create a wider Tamagotchi world for consumers to enjoy.”

Tamagotchi was first released in Japan in 1996 and to date, over 80 million have been sold.

Aâdil Tayouga, Director of Licensing and Business Strategy at Bandai Namco Europe, added: “We are proud of the continued success of Tamagotchi more than 25 years after its initial launch.

“Our toy line has been expanding and growing rapidly in the UK, with both younger and adult generations really being fond of Tamagotchi, which brings exciting licensing opportunities. We are looking forward to work with Bulldog Licensing to deliver more Tamagotchi to our consumers.”