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From Brand-Only Ads to +111% Growth:
Rebuilding Tamagotchi’s Amazon Strategy

CLIENT: BANDAI EU

Who is Bandai EU?

Bandai Europe drives innovation and fun with beloved brands that capture imaginations from kids to collectors.

As part of the global Bandai Namco Group, they bring Japanese creativity and pop culture influence to European families through products like Tamagotchi, Gundam, and Pac-Man.

With a strong commitment to quality and heritage, Bandai Europe continually adapts to evolving markets. Our partnership focused on unlocking new Amazon growth opportunities by combining deep category insight with strategic advertising to boost brand presence and sales across multiple European markets.

The Challenge:

When we began working with Bandai Europe in May 2024, Tamagotchi’s Amazon performance was in decline.

Despite being an iconic brand, it had received minimal ad investment over the past year. The focus had been almost entirely on branded search terms, targeting customers already looking for “Tamagotchi.”

That approach wasn’t driving incremental growth. In fact, it was likely cannibalising organic sales.

Etopia’s Approach:

We restructured the advertising strategy to reach new customers.

Instead of only targeting those who already knew the brand, we built a full-funnel plan to capture interest during the consideration phase of the buyer journey.

What We Did:

  • Shifted ad spend to broader, non-branded and competitor search terms
  • Expanded exposure through Sponsored Products, Sponsored Brands, and Sponsored Display
  • Balanced promotion across key models, not just Tamagotchi UNI
  • Created a more discoverable and visible brand presence across the toy category

The Result:

From September to December 2024, Tamagotchi saw +111% YoY revenue growth.
The brand gained stronger category presence and reduced its reliance on paid branded search.
This is what happens when you stop playing it safe and start building for long-term brand growth.
“You’ve been fantastic and really flexible in an incredibly difficult and challenging market. I knew we needed to make a change to our business to start to harness the power of the eCommerce environment. Fortunately we started this process before the COVID crisis hit and thank goodness we did! We have massively benefited through Asha and her team’s expert knowledge and are now in a much stronger position to meet the demands of this constantly evolving market. From my experience if you think you need to change you’re almost certainly right! Don’t delay as once you have changed you’ll have wished you had done it much sooner. Asha and her team are the perfect companions to help you navigate this change.”
Managing Director