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Bandai America's New Tamagotchi Brand

Bandai: Jay Cochran - 2004.02.10

CYPRESS, CA, February 10, 2004

Our parent company, Bandai Co. Ltd., is bringing an enhanced version of Tamagotchi, everyone's favorite virtual pet, to the Japanese market in March of this year. With infrared technology that will allow the "Tamagotchi Plus" to communicate and play with one another, this new breed of pet can build relationships, play games and even reproduce.

Bandai America shares in celebrating the arrival of the next generation of Tamagotchi and predicts a repeat of the worldwide phenomenon. As the product launches in Japan this March, we hope virtual pet lovers everywhere will welcome the newest members to the Bandai family.

Background on Tamagotchi Phenomenon

In May of 1997, Bandai America released Tamagotchi, the original virtual pet, to expectant fans in the United States. This phenomenon proved to be unlike anything we have ever seen, with 3.5 million Tamagotchi sold in the first thirty days of its release, and more than 40 million units sold worldwide.

The egg-shaped toy let kids experience the fun and responsibility of feeding, tending to and caring for a digital, interactive pet. Tamagotchi would assume different characteristics and shapes, depending on how well their owners nurtured and raised them, creating a distinctly unique play experience each time a new one was "hatched." An instant hit, parents loved Tamagotchi because it taught kids the importance of responsibility.

About Bandai America Incorporated

Bandai America Incorporated is a subsidiary of Bandai Co. Ltd., the third largest toy company in the world, with more than 30 group companies in 9 countries. Global interests include toys and children's entertainment, video game software, multimedia, music, full-length feature films, vending machines, trading cards, candies and licensed apparel.

Bandai America Incorporated is celebrating its 26th year as the master toy licensee for some of the most popular properties and brands in children's toys and entertainment, including the Power Rangers, Gundam, Astro Boy, Superior Defender, Strawberry Shortcake and Hello Kitty product lines. Bandai America is headquartered in Cypress, California, and company information is available at www.Bandai.com.

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