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History
Giochi Preziosi is an Italian toy company. Founded in 1978 by Enrico Preziosi, the company produces toys and TV series based on its toys. The company first entered the video game space with the release of the digiBLAST in 2005, when some of its intellectual properties were ported to the device. After this initial foray into gaming, Giochi Preziosi decided to release its own handheld console. The idea for My Life was inspired by the success of Second Life, a virtual world that had reached a population of 6,000,000 virtual citizens by 2007. The company built on that concept to create a handheld aimed specifically at girls.
Release
Released in Italy in 2007, My Life was a huge success for Giochi Preziosi. The handheld revolved around the creation of a personal avatar, which became the centerpiece of the device. It featured a virtual world, a variety of built-in mini-games, Tamagotchi-like responsibilities, a dressing room, and more. With the built-in infrared communication port, two handhelds could exchange messages (within a distance of up to 3 feet) and even share accessories.
The handheld was designed to be expandable through the use of “Magic Keys.” Each key unlocked either accessories or fashion items within the handheld. Three expansion cartridges were also released, which included additional mini-games, locations, fashion items, and characters. These expansion cartridges also came with their own unique mini-keys that unlocked even more digital assets. Giochi Preziosi even partnered with Disney to release a Hannah Montana expansion cartridge. For a time, the console was bundled with this cartridge.
Following the success of the Italian release, Giochi Preziosi launched the console in many other European markets, including the UK, France, Spain, Germany, Austria, Switzerland, Greece, and Denmark. The console was also released under license in other countries, such as the United States in 2008, where it was distributed by Playmate.
The company marketed the console as “the first virtual console designed entirely for women.” This claim was false, as other consoles aimed at girls had been released earlier, including the Super Lady Cassette Vision, the Casio Loopy, and the Design Master Senshi Mangajukuu (Paluseata).
The console had a few shortcomings, especially related to the lack of a keyboard. Writing anything on the handheld was cumbersome and time-consuming, which made the ability to send text messages unappealing.
Despite this, the console was successful enough that the Italian phone company Telit released a My Life–themed mobile phone. It was silver and pink with a My Life logo on top.
Demise
Overall, the console performed well, selling over a million units. Support continued until 2010, when it was replaced by a new handheld console called My Real Life. The new console was essentially an updated version of My Life, with the notable addition of an MP3 player and a digital camera. In the United States, the original console was quickly discontinued in 2009, less than a year after its U.S. release.
Cartridges
The console used two types of cartridges: Magic Keys and expansion cartridges. Although the Magic Keys inserted into the cartridge slot, they appear to have only unlocked digital assets already present in the handheld and did not contain any actual data. The expansion cartridges, on the other hand, were full game cartridges with an extra connector that allowed special Magic Keys (compatible only with that specific expansion cartridge) to be connected. Only three expansion cartridges were ever made:
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| My World Club Disco |
Hannah Montana |
Summer Party |
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