Tamagotchi makes a comeback: 90s virtual pets in a new generation

Jack Aylmer

A 90S CLASSIC IS CATCHING THE ATTENTION OF A NEW GENERATION. 

TAMAGOTCHI, THE EGG-SHAPED VIRTUAL PET IS MAKING A COMEBACK.

THE POCKET-SIZED DIGITAL DEVICES OWNED BY BANDAI NAMCO, ARE ONCE AGAIN FLYING OFF THE SHELVES.

GLOBAL SALES MORE THAN DOUBLED BETWEEN 2022 AND 2023, AND FOR THE FIRST TIME EVER, THE COMPANY HAS RECENTLY OPENED A TAMAGOTCHI STORE IN THE UK–SOMETHIN THAT DIDN’T HAPPEN EVEN DURING ITS 1996 PEAK.

WHILE THE TOY STILL FEATURES THE SAME EGG SHAPE , THE FUNCTIONALITY HAS BEEN UPGRADED IN RECENT YEARS. 

TAMAGOTCHI’S BRAND MANAGER SAYS YOU NOW CAN CONNECT WITH FRIENDS, PLAY ON WIFI AND DOWNLOAD ITEMS.

UNLIKE THE 90s, TODAY’S VIRTUAL PET MARKET IS MUCH MORE COMPETITIVE. BRANDS LIKE BITZEE AND PUNIRUNES ARE OFFERING NEW FEATURES, AND EVEN DIGIMON HAS RESURFACED. 

BUT DESPITE THE COMPETITION, THE LINES BETWEEN WHO PLAYS WITH THESE TOYS SEEM TO HAVE BLURRED. KIDS AND ADULTS ARE BOTH EMBRACING THE NOSTALGIA. 

THANKS FOR WATCHING. I’M Jack Aylmer

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