I agree with you. I don't think this is a very smart venture... From what I know, 20-29 year old women aren't likely to be into tamagotchi product. Period. They really should have targeted someone else.As much as I wanted to be supportive of this L.I.f.e. thing, it's not aimed for me. I'm a guy in my 20s and what have I got to do with overly pink ladies' clothes with pixellated icons? What have I got to do with the latest ladies' fashion trends?
As for testing for brand loyalty... they don't have to do that. There is a term called "feasibility study" that a company should conduct first before releasing products to see its market viability. And apparently, they either:
a) did not conduct a study; or
b ) performed market research on an entirely different demographic.