Angel City enters unique toy partnership that features limited-edition Tamagotchi

The GIST: Yesterday, toy company Bandai Namco made history thanks to a unique multiyear partnership with the NWSL’s Angel City FC (ACFC). The deal makes the iconic Japanese brand the first toy company to sponsor a major U.S. professional women’s sports team, one that will debut its own limited-edition Tamagotchi at its home opener this Sunday.

• The move not only targets Gen Z and Gen Alpha audiences interested in recreating ‘90s trends, but it also appeals to a nostalgic millennial fanbase primed for collectible items. Ready to hatch.

The partnership: Bandai Namco will serve as an ACFC founding level partner for the next four years with the option to extend for a fifth. The company will also support the club’s SOAR internship program and will offer funding and mentorship opportunities to local teens.

The product: Thanks to a revival from Gen Z nostalgia, Tamagotchi toys are back in fashion with references in Pixar films and TikTok star Charli D’Amelio as a brand ambassador. Bandai Namco sold over 83M total Tamagotchi units as of 2021, and worldwide sales doubled YoY in 2023, leading the brand to open its first brick-and-mortar store in the UK that year.

The strategy: Youth-oriented brands are recognizing the sports industry as an ideal place to reach the next generation, one that is interested in reimagining the concept of play. Considering that Gen Z sports fans like to play sports virtually and IRL, brands like EA, Lego, and Barbie have all teamed up with women’s sports teams and leagues to connect with young fans.

• There are also several local and international connections that bridge these two brands: ACFC has three Japanese internationals after signing Miyabi Moriya in January, and Bandai Namco’s U.S. headquarters are in nearby Irvine.

Zooming out: Through this playful partnership, ACFC draws cross-generational interest in its games and merch, while Bandai Namco can win over soccer fans who haven’t experienced the joys of (virtual) pet ownership.

• Both brands have the potential to reach new fans in each other’s core demographics, especially by offering a limited-edition version, which has been proven to drive Gen Z and millennial consumer decisions and brand loyalty. Game on.