TAMAGOTCHI COMES TO TORONTO
By Adnews Staff
The Tamagotchi, a virtual reality pet first launched in Japan, made its North American debut yesterday. In Canada, the Toronto area is the only market participating in the initial launch. The egg-shaped Tamagotchi, marketed by Japan-based toy company Bandai, is designed to teach children about responsibility. The toy carries an LCD screen where the character lives. When the electronic Tamagotchi becomes hungry, or wants attention, it begins to beep. By pushing one of three buttons on the Tamagotchi, its owner can fulfill the pet's needs. Through the buttons, owners can check the creature's health meter, play a game, feed it, provide discipline, clean up after it, or turn off the lights, so the creature can sleep. Because every owner will follow their own sequence of buttons, each Tamagotchi will evolve differently. A well-tended Tamagotchi will turn into a cheerful, playful pet, while a neglected one could grow up to be surly or ugly. Bandai says the current record for keeping a Tamagotchi alive is 26 days. When the old Tamagotchi disappears, a new one can be hatched by clicking a button. Radio, print and vehicle banner ads promoting the Tamagotchi began appearing in the Toronto area last week. Ads have also appeared on screen savers at schools in the Peel Board of Education. Bandai Canada of Toronto plans to roll out Tamagotchi to the rest of the country shortly. J. Walter Thompson Co. Ltd. of Toronto handled the ads. Hill and Knowlton, also of Toronto is supporting the Tamagotchi with PR.