Tamagotchi is returning, as an app

LOS ANGELES — Tamagotchi is coming back, as an app. Bandai Co. and Sync Beatz Entertainment hope to revive the 1990s electronic pet craze with an app for Android mobile devices.

Sync Beatz, which has licensed Tamagotchi from Bandai, is calling the app Tamagotchi L.i.f.e. — with ‘‘L.i.f.e’’ standing for ‘‘love is fun everywhere.’’ The app tasks users with taking care of a virtual pet by pressing buttons that simulate feeding, disciplining, and playing with the critter on screen. If a Tamagotchi is neglected, it dies.

‘‘The idea was to base the gameplay on the original Tamagotchi that everyone knows and loves,’’ said Shin Ueno, chief marketing officer at Sync Beatz. ‘‘As we move along, every two months, we’ll refresh the app, and it will evolve.’’


The colorful app, which Ueno said will be available later for Apple devices, features unlockable characters, backgrounds, and shells.