Pressman Toys has been making award-winning toys and games for more than 84 years, with a current offering that spans traditional board games to puzzles to DVD-enabled activities. In 2007, IDEO's toy and game practice designed and licensed to Pressman a Bandai Tamagotchi-themed board game.

Tamagotchi had proven successful with children as an electronic device in which the user cares for virtual pets and explores online worlds. To translate this largely digitally enabled premise into a board game - with board layout, game play instructions, and related accessories - the team explored Tamagotchi, feeding, cleaning, and playing with their virtual pets to build a full understanding of the concept.

As a result, the team designed the Livin' the Tamagotchi Life Electronic Game, which comprises a game board, movers, tokens and a special electronic randomizer. In following the Tamagotchi narrative, the game builds in excitement as players race to evolve from an egg to an adult creature. The electronic randomizer incorporates onscreen animations to add to the fun and evoke the playful functionality of the original Tamagotchi device.