PlayPhone to Power Bandai America's Wireless Portal, Providing Direct-to-Consumer Channel for Tamagotchi(R) and other World-Class Bandai Brands

SAN JOSE, Calif. & CYPRESS, Calif.--(BUSINESS WIRE)--May 4, 2006--PlayPhone(R), the leader in direct-to-consumer mobile content destinations, today announced that it has entered into an agreement with Bandai America, Inc., a leading toy company, to power its mobile entertainment destinations at and Under the terms of the agreement, Bandai will leverage PlayPhone's turnkey mobile portal solution and content portfolio to power their own destinations for mobile content and to drive adoption of mobile Tamagotchi(R) products. PlayPhone will also receive a license to distribute Bandai's portfolio of mobile products, including Tamagotchi(R), Othello(R), Double Dragon EX(TM), Bases Loaded(TM) and Dark Castle(TM) through its own direct-to-consumer channels.

The world wide direct-to-consumer mobile business is estimated to have a value of more than $10B by the end of 2006, with PlayPhone operating a true end-to-end turnkey mobile portal offering a full technology package and content portfolio to partners. PlayPhone's turnkey portal includes its signature web to mobile storefront experience that is easy to implement for business partners and exceptionally simple for consumers to use. Features of PlayPhone's storefront solution include:

“Allowing our customers to purchase mobile products directly from our combined destinations, and promote mobile products from the retail environment positions Bandai Wireless as a truly innovative leader in the mobile entertainment universe”

-- Synchronous user account access across online and mobile web storefronts

-- Premium SMS billing capabilities across major North American carriers reaching 175 million end users

-- PlayPhone's PIN system for content incentives or giveaways in print advertising or promotions

-- Complete content hosting, delivery and management

"PlayPhone is excited to be partnering with Bandai America to take their mobile business to the next level and power their direct-to-consumer mobile strategy including the BandaiWireless and Tamagotchi portals," commented Ron Czerny, PlayPhone's CEO. "We are also thrilled to be able to bring the mobile version of the very popular toy, Tamagotchi(R), directly to consumers through our market leading destination at," Czerny concluded.

Since being introduced in 1996, Tamagotchi(R) has gone on to capture the hearts and minds of children and adults around the world selling more than 40 million units at retail worldwide. Now, in conjunction with PlayPhone, and's millions of visitors will now be able to purchase Bandai America's mobile products, including Tamagotchi(R) for their mobile phone, directly from the web environment.

"As a recognized leader in the toy and interactive entertainment industry, Bandai is currently engaged in bringing its wonderful brands to the mobile marketplace," said Masao Ohata, Vice President of Network Entertainment of Bandai America, Inc. "Allowing our customers to purchase mobile products directly from our combined destinations, and promote mobile products from the retail environment positions Bandai Wireless as a truly innovative leader in the mobile entertainment universe," concluded Masao Ohata.

About PlayPhone

PlayPhone ignited the direct-to-consumer mobile revolution in 2003 with one of the first retail mobile entertainment products in the world and continues to innovate new, unique ways to bring mobile content to consumers. Today, PlayPhone is the innovation leader in direct-to-consumer wireless distribution with its best of breed technologies and extensive content portfolio; enabling consumers to purchase thousands of ringtones, images and premium mobile games through any medium, via any billing mechanism, anytime for everyone. PlayPhone is based in San Jose, Ca.

About Bandai America

Bandai America Incorporated is a subsidiary of Bandai Co. Ltd., the third largest toy company in the world, with 28 subsidiaries in 13 countries worldwide. Global interests include toys and children's entertainment, video game software, multimedia, music, full-length feature films, vending machines, trading cards, candies and licensed apparel.

Bandai America Incorporated is the master toy licensee of some of the most popular properties and brands in children's toys and entertainment, including the Power Rangers, D.I.C.E., Teen Titans, Strawberry Shortcake and Tamagotchi(R) product lines. Bandai America is headquartered in Cypress, California and company information is available at


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Rose Anne Raphael, 510-549-2994
Bandai America Inc.
Michael Nakagaki, 714-816-9500

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