It's a Zendrum. www.zendrum.com
This game is essentially the same as Guess Who, but with those overly cute anime-eyed, fat headed littlest pet shop graphics.
If you don't know The Littlest Pet Shop line... well, you don't know a grade school girl. These little 2" bobbleheads are an infestation in kindergardens across the nation. Like lice, they spread from kid to kid, and no shampoo can remove them.
But, they are harmless enough.
And now, their ubiquitous doe eyes land in the classic Guess Who.
The game is a simple logic game, trying to find out which character the opponent has chosen first by a 20-questions like mechanic.
"Are you a boy?"
"Do you have glasses?"
"Did you sleep with my aunt?"(OK, this is for the "personalized" version where you use pictures of people you know, bu you get the idea)
Due to the variety of animals and colorations, it seems a bit harder to wipe out a whole lot of character choices than the regular version (boy/girl is debatable in Littlest Pet Shop). So are you a cat/dog/fish/horse/other has to be cleverly rethought with new questions like "do you walk on four legs".
As questions are answered, pictures are flipped face down and you get a smaller and smaller sample.
Eventually, one or the other identity is revealed OR someone has commited a logic error and chooses the wrong pet (this is really rare for anyone over 10 or who has played repeatedly).
Guess your opponent's identity 5 times before they do the same to you, and you win.
In the end, lucky early questions can throw a game, but its a game targetted at pre-tween girls, who tend not to be vastly competitive, so the game works.
Its a great logic game for kids. Different personalities will play differently, either trying to pare the sample nice and evenly, vs those who want to eliminate (or leave standing) only 3 or 4 after their first question. If that question hits - they pretty much win. If not, they fall way behind.
Its a good way to teach deduction to kids, and really should be played at sometime in their grammar school education. And girls will insist on the Littlest Pet Shop version.
For adults and men... Well, I guess we await the Busen Memo edition.