Conceived in Japan in 1996<\/strong> by one of the biggest global toy companies BANDAI Co., this interactive digital pet and egg-shaped device quickly became a global phenomenon. More than 80M Tamagotchi toys have been sold worldwide. Today, Tamagotchi embarks on a new journey, as an unexpected fashion star.<\/p>\n The Tamagotchi in Paris capsule combines the nostalgia of the nineties with typical French style<\/strong>, with playful figures and pixelated graphics found on wardrobe must-haves such as the Breton tees and berets<\/strong>.<\/p>\n Beaded and embroidered characters and motifs \u2013 including hearts and the Tamagotchi itself \u2013 pop up across the collection, bringing a tongue-in-cheek twist to tailored cotton shirts and indigo denim jeans. Those graphics are supersized on slouchy intarsia knits or embossed on leather mini-bags, allowing the wearer to go as subtle or bold as they wish. Stripes are a recurring theme of the capsule, found on T-shirts and hoodies \u2013 either in black and white or poppy pink and red. \u2018Eat sleep repeat\u2019, the simple instructions for looking after a Tamagotchi, are emblazoned on the back of tees, the front of slouchy sweaters, or on jacquard collars.<\/p>\n The &Co.llaboration capsules are a celebration of the MAX&Co. ethos of togetherness. An ongoing part of the MAX&Co. story, friends of the brand \u2013 from established names to emerging talents \u2013 are invited to collaborate on limited-edition, seasonal capsules, putting their own spin on the house\u2019s distinct codes.<\/p>\n Maria Giulia Prezioso Maramotti, Omnichannel Retail Director and Elia Maramotti, Brand Director at MAX&Co.<\/strong> said: \u201cWe are extremely excited to partner with Tamagotchi in order to bring a message of fun, playfulness and creativity applied to MAX&Co. throughout the &Collaboration project.<\/p>\n For the MAX&Co. team this has been a n unique opportunity for the joint development of creativity, and we are extremely pleased and thankful for the partnership with such an iconic brand.\u201d<\/p>\n