March 28, 2007

New Mobile Handset Combines Addictive Qualities of the Phenomenally Popular

Virtual Pet Toy with a Fully Functional Prepaid Mobile Phone

(ORLANDO, FL – CTIA Wireless – Mar. 27, 2007) – First introduced as a pocket-sized toy in 1996, the classic Tamagotchi virtual pet now comes as just one of the many features loaded onto a fully functional prepaid mobile phone for kids.  The phone is being brought to retail through a joint effort between PlayPhone and Bandai America.

Bandai’s 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-branded mobile phone is brightly colored and comes with an enhanced version of the original Tamagotchi toy as a mobile game and a custom Tamagotchi wallpaper. The Tamagotchi mobile game allows kids to “hatch” their virtual pet right on the phone and participate in feeding, cleaning up after and playing with the pet in an attempt to be a good parent and raise a well behaved Tamagotchi.

Unique to the Tamagotchi prepaid mobile phone is PlayPhone’s ability to convert users’ prepaid airtime minutes into mobile content credits that can be used on the Web site.  Kids will be able to further customize their Tamagotchi phone with popular wallpaper, ringtones and games without having to use their parent’s credit card.

In order to appeal to kids and their parents alike, the Tamagotchi phone will also come with strict, easy-to-use parental controls and a no-contract, pay-as-you-go system powered by PlayPhone’s mobile storefront.  In addition, parents can easily implement dialing access limitations for incoming and outgoing calls.

“The Tamagotchi phone will be the must-have accessory for every kid this summer,” said Masao Ohata, vice president of Network Entertainment for Bandai America. “Instead of having two separate electronics, the Tamagotchi phone combines the classic virtual pet with what every kid already wants—a phone of their very own.”

“Tamagotchi appeals to an electronic toy-savvy market of young people, and we thought it a natural segue to combine that with the go-anywhere fun that wireless entertainment offers,” said Ron Czerny, chief executive officer at PlayPhone.  “Whether it’s keeping in touch with your kids or offering them wholesome entertainment options like Tamagotchi, this new prepaid mobile phone has something for everyone.”

About Bandai America Inc.
A leading provider of quality entertainment for mobile devices, Bandai America Inc. is a subsidiary of NAMCO BANDAI Holdings (USA) Inc., a newly formed joint entity that resulted from the integration of Namco Ltd. and Bandai Co. Ltd. of Japan.  The wireless team at Bandai America Inc. is committed to providing mobile gamers with addictive and familiar titles catering to all consumers in the causal, classic/nostalgic and cutting-edge 3D genres.  Global interests now encompass five strategic business units: toys and hobby (toys, models, apparel and sundries), amusement facilities, game content (wireless/mobile, home and arcade console gaming) and visual and music content (including home entertainment).  Bandai America is the manufacturer and master toy licensee of some of the most popular brands in children’s toys and entertainment today, including Power Rangers, Ben 10 and Tamagotchi. The company is headquartered in Cypress, California and information is available at

About PlayPhone, Inc.
PlayPhone is a leading mobile media company providing cutting edge personalization and entertainment content to mobile consumers anytime, anywhere.   PlayPhone founded the direct-to-consumer mobile media distribution standard in 2003 and continues to establish new means for delivering wireless entertainment.  The company currently operates its own leading mobile entertainment destination at and powers subscription-based mobile portals for the world’s top entertainment brands. PlayPhone is based in San Jose, Calif. and is funded by top venture firms Menlo Ventures and Cardinal Venture Capital. 

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Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on,,, Boing-Boing,, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.




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