re-hatching

以前、Astroriverくんが書いた『たまごっち』の話題がJapan Timesでも扱われていました。
take A by storm #2 - 田邉祐司ゼミ 常時英心：言葉の森から

hatchは「（ひなを）かえす」、「（卵）をかえす」という意味が有名です。ここでは「（陰謀・計画など）をたくらむ」（『ジーニアス英和辞典　第４版』大修館）という意味です。LDOCEに” to form a plan etc in secret”とあり、通例は「密かに計画を立てる」ということでしょう。

ここでは『たまごっち』の「たまご」「孵化」にかけた語彙選択で、「（アプリでの）再登場」を期する企業の戦略を意識したものでしょう。(Minnesota)

Tamagotchi returns as app

LOS ANGELES – Tamagotchi is re-hatching as an app.

Bandai Co. and Sync Beatz Entertainment Inc. are hoping to revive the electronic pet craze of the 1990s with a new mobile app that debuted Thursday for Android devices in the U.S.

The app duplicates the egg-shaped plastic toy that became a must-own sensation like Beanie Babies, Tickle Me Elmo and Furby after it was first released in 1996 in Japan.

Sync Beatz, which has licensed Tamagotchi from Bandai, is calling the app Tamagotchi L.i.f.e. — with “L.i.f.e” standing for “love is fun everywhere.” Much like the original doodad, the app tasks users with taking care of a virtual pet by pressing buttons that simulate feeding, disciplining and playing with the critter on screen. If a Tamagotchi is neglected, it dies.
http://www.japantimes.co.jp/news/2013/02/16/business/tamagotchi-returns-as-app/