From the toy that sparked a worldwide virtual pet frenzy in the 90s, the launch of Tamagotchi Uni was about to excite a new generation of ‘pet’ owners!  Playtime leveraged the strength of Tamagotchi’s brand heritage, to create a truly integrated campaign to launch Tamagotchi Uni, and kickstart communications via an engaging and exciting stand-out moment.

An exclusive UK event was hosted at private members venue, The Century Club in London.  Designed to coincide with and complement the global launch, the event was the official UK product reveal, landing coverage within the British media and driving social buzz, noise and engagement.  With the new product launch a milestone in the brand’s history, the event created a sense of exclusivity and significance, and allowed Playtime to zone in on the brand’s essence and highlight the Tamagotchi Uni’s USPs with an influential audience.

Attended by journalists, influencers and celebrities, a known and loved tech specialist was secured to provide one-on-one product introductions to guests, showcasing the tech, gaming and comms capabilities of the new interactive virtual pet. The immersive Tamagotchi brand experience included themed catering, entertainment, a fabulous Tamagotchi Universe selfie-pod, Tamagotchi timeline highlighting key moments through the generations, and a Japanese Tamagotchi Tabanata wishing tree.

To support UK-specific retailers, local talent was a key part of the launch event activity, and a targeted UK ambassador programme designed to harness the ‘excitement and exclusivity’ of the launch period, amplified the comms around Uni’s USPs and the cross-generational and cult appeal of Tamagotchi.