When Tamagotchi Connection hatched back onto the scene, we knew it deserved a launch as unique as the virtual pet itself.

So, we teamed up with The Japan Centre - Europe’s largest Japanese Food Hall at Westfield London - to create a playful, hands-on brand experience that felt right at home.

From curious first-timers to nostalgic superfans, shoppers got up close and personal with the Tamagotchi world, creating buzz across earned media, influencer feeds, and social channels.

And the best bit? Our collaboration didn’t just make an impact - it made a home. Tamagotchi secured a brand-new permanent retail space in The Japan Centre shop, proving that sometimes the best campaigns don’t just launch products; they leave a lasting legacy.