What did Bandai need for Tamagotchi?

Bandai needed Tamagotchi to reach top-of-mind with two very different targets at once: the Millennials who remember the childhood toy from the 2000s and the Gen Z audience discovering it for the first time. Neither group moves on nostalgia alone, so the campaign had to give both a reason now.

How did a childhood toy become a style statement?

Famdom ran a tiered TikTok creator campaign that treated Tamagotchi as an accessory rather than a memory: something to wear, show and style. Creators at different tiers carried the same idea to their own audiences, so the toy appeared as a trend rather than as a single sponsored moment.

Connect Create

A childhood toy becomes a style statement.

A tiered TikTok creator campaign that turned Tamagotchi from a 2000s memory into an accessory Millennials and Gen Z wanted to wear again.

A young woman looking at a Tamagotchi clipped to her handbag

Sector: Toys and licensing
Markets: ES
Format: Influencer campaign
Year: 2024
Channels: Social, TikTok, influencer strategy
Solutions: Connect, Create

01 The challenge

Bandai needed Tamagotchi to reach top-of-mind with two very different targets at once.

Millennials who grew up with the original toy, and children discovering it for the first time, then convert that awareness into purchase intent.

02 Inside family life

The family truth

Neither audience moves on nostalgia alone.

Millennials respond to Tamagotchi as a piece of their own childhood, a bridge between their past and their children's present.

Gen Z responds to something else entirely: fast, visual content and validation from the creators they already follow.

03 The Famdom response

Don't sell the toy. Sell the meaning behind it.

We repositioned Tamagotchi as a retro-cool style object rather than a nostalgia collectible, then built a tiered TikTok creator strategy so each audience could discover it through a voice they already trusted, instead of one message trying to speak to both.

04 What we built

Bandai · Tamagotchi campaign
Creator strategy

End-to-end management of a tiered TikTok roster: one ambassador pairing, top-tier influencers, and micro and niche creators, each selected for a distinct audience segment and briefed to integrate the product in their own style.
Creative concept

"Siempre on fleek con Tamagotchi," a positioning built to make the toy read as a personal style accessory, not a retro collectible.
Content activation

Product integration inside fashion and outfit-focused content, with each creator styling Tamagotchi as part of their own look and aesthetic.
Performance tracking

Reach and view tracking across the full creator roster throughout the campaign.

05 The outcome

16M
Reach across the campaign: 739,718
Total content views: 5.71%
Engagement rate on branded content

06 What it proves

Famdom can turn a nostalgia toy into a live style trend for a new generation, without losing the audience who remembers it the first time.

Questions about this case

What did Bandai need for Tamagotchi?: Bandai needed Tamagotchi to reach top-of-mind with two very different targets at once: the Millennials who remember the childhood toy from the 2000s and the Gen Z audience discovering it for the first time. Neither group moves on nostalgia alone, so the campaign had to give both a reason now.
How did a childhood toy become a style statement?: Famdom ran a tiered TikTok creator campaign that treated Tamagotchi as an accessory rather than a memory: something to wear, show and style. Creators at different tiers carried the same idea to their own audiences, so the toy appeared as a trend rather than as a single sponsored moment.
What were the results of the Tamagotchi campaign?: Sixteen million reach and a 5.71 percent engagement rate. The case proves that Famdom can turn a nostalgia toy into a live style trend for a new generation without losing the audience who remembers it the first time, and without asking either audience to pretend to be the other.