It was labeled under a "Lifestyle brand" consisting of apparel, home décor, furniture, and many other novelties, primarily aimed at women ages 20–29. The brand also has fashion style webisodes produced by Anz Falcon. There was no specified release date for any of the products. In 2014, child actress Jennette McCurdy was named the official brand ambassador. The brand was officially discontinued in January 2015, with the website thanking fans for their support and redirecting them to the Tamagotchi Friends site.