The iconic Tamagotchi, an egg-shaped toy that captivated millions in the 1990s, is experiencing a remarkable resurgence, with global sales more than doubling from 2022 to 2023, according to Bandai Namco. The brand has now opened its first dedicated store in the UK, a significant move considering it never had a standalone outlet during its initial craze in 1996.
The modern Tamagotchi retains its classic appearance—vibrantly colored eggs with small digital screens and buttons—but has evolved to include a host of new features. “Now you can connect with friends, play via Wi-Fi, and download various items, which helps counteract any fatigue from earlier models,” said Priya Jadeja, Tamagotchi brand manager.
Initially relaunched in the UK in 2019, Tamagotchi has attracted a diverse audience, defying expectations that it would mainly appeal to millennials. “We anticipated a millennial-focused relaunch, but it has also captivated younger audiences who have never encountered this type of device,” Jadeja noted.
Despite facing competition from newer virtual pet toys, such as Bitzee from Hatchimals and Punirunes, which offer innovative interactive features, Tamagotchi has maintained its charm. The resurgence can be attributed in part to the nostalgic appeal it holds for those who grew up with the toy.
Emma, a YouTuber known as Emmalution, shared her experience: “I got my first Tamagotchi back in primary school, and I have fond memories of playing with my best friend. I started craving that nostalgia.” After not keeping her original Tamagotchi, she purchased a modern version last year.
Another enthusiast, Koby, known online as Lost in Translationmon, echoed similar sentiments. “Playing with my Digimon or Tamagotchi virtual pets gives me a snapshot of my childhood experience,” he said. “There’s a fantastic sense of community from sharing photos and stories online.”
For many fans, Tamagotchi offers a form of escapism. Emma described how caring for her virtual pet provides a break from the complexities of modern life. “With how the world has been lately, it’s refreshing to focus on feeding a little pixel pet and remember simpler times,” she explained.
As Tamagotchi continues to gain traction, it seems that the combination of nostalgia and innovative new features has successfully reignited interest in this beloved virtual pet brand.
