The legendary Tamagotchi toy is back in fashion – global sales have doubled

The cult electronic toy of the 90s, Tamagotchi, is again on the wave of popularity. The BBC reports a surge in sales of the devices, with interest so high that an official Tamagotchi store has opened in the UK. The new version of the toy, which attracted not only young people, but also adults, offers new technologies such as Wi-Fi connectivity and the ability to interact with friends.

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In a world full of stress, people are looking for ways to distract themselves and relax. Virtual pets such as Tamagotchi offer a simple and affordable way to at least temporarily forget about problems and immerse yourself in a world of pleasant care and play. After several attempts to breathe new life into the brand, Bandai Namco, the owner of Tamagotchi, achieved success. “Global sales more than doubled from 2022 to 2023,” the company told the BBC. Bandai Namco opened its first store in the UK, something that didn’t happen even in 1996 when the toy was at the height of its popularity.

Of course, the modern Tamagotchi is different from its predecessor from the 90s. Outwardly, although it remained the same – a bright egg with a small digital screen and buttons, the functionality of the toy has expanded significantly. “You can now chat with friends, connect via Wi-Fi and download items,” said Priya Jadeja, Tamagotchi brand manager.

Image source: bbc.com

As a reminder, the virtual pet officially returned to the UK in 2019 and has since been gaining popularity among players of all ages. “When we relaunched Tamagotchi, we thought it would appeal mainly to millennials,” says Judge. “But children who have never encountered such devices before are also discovering it. Seeing them embrace it is very rewarding.”

Unlike 1996, there are now many other virtual pets on the market. For example, Bitzee from Hatchimals with a flexible display that responds to touch and tilt. And touchable Punirunes from the famous Japanese company Takara Tomy, in turn, offers a popular feature that allows you to “pet” a virtual pet on the screen by placing your finger inside the device.

Another hello from the 90s – these are DigiMon virtual pets. They are also owned by Bandai Namco and were originally intended as Tamagotchis for boys. Despite the gender differences that existed in the past, Jaja notes that there is currently no difference in who buys these toys.