Tamagotchi experiences a resurgence

27th September 2024

Caitlin Gittins

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Tamagotchis, which came into its own in the late 1990s, has reportedly had something of a “comeback” as it has witnessed its global sales worldwide double, it told the BBC, and announced its plans to open its first-ever UK store in Camden, London.

The virtual pet was co-created by Aki Maita and Akihiro Yokoi and has been owned by Japanese toy company Bandai since its inception. The idea was born out of a recognition that those who couldn’t own pets, for whatever reason, would enjoy an accessible, and easy to care for, virtual pet.

When it was released in the late 1990s, Tamagotchi took the world by storm; reportedly selling 400,000 units in 1996, a figure that rose to almost 40 million units in 1998 - 20 million in Japan and almost 20 million worldwide.

The renewed appeal of Tamagotchi can partly be attributed to nostalgia from customers who owned Tamagotchis when they were booming in the 1990s, but also to a new generation of customers - Gen Z, predominantly - who may not have been alive to own a Tamagotchi, but are attracted by the retro nature of the toy.

The design of the toy hasn’t changed too much - it still comes in an egg shape, in different colours for customisation purposes - but newer connectivity features are showing how the toy is adapting to the modern world.

"Now you can connect with friends, you can play on Wi-Fi and download different items, and that's really combating that sense of fatigue that you might have got with some earlier models," Priya Jadeja, Brand Manager at Tamagotchi told the BBC.

In other quotes told to the BBC, Jadeja said that she had expected a “millennial focused relaunch” but spoke to its popularity to younger generations: "But it's being introduced to kids who've never had this sort of device before - it's really exciting to see them embracing it."

Earlier this year, Tamagotchi Connect was relaunched - enabling users of the virtual pet to connect with other friends’ Tamagotchis. In the announcement, Tara Badie, Bandai Namco Toys & Collectibles America, Senior Director Brand Strategy said: "We couldn't be more excited to reintroduce Tamagotchi Connection to the world. This timeless virtual pet has left an unforgettable imprint on society, and we're thrilled to reignite its legacy.

"This device has been at the forefront of countless pleas for its return, and we're delighted to answer the call, delivering what fans have been clamouring for with revamped excitement and innovation."