A 90s classic toy is catching the attention of a new generation. Tamagotchi, the egg-shaped virtual pet is making a sales comeback.
The pocket-sized digital devices, owned by Bandai Namco, are once again flying off the shelves, with global sales more than doubled between 2022 and 2023. For the first time ever, the company has opened a Tamagotchi store in the U.K., an event that didn’t even happen during peak sales in 1996.
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While the toy still features the same egg shape, the functionality has been upgraded in recent years. Tamogatchi Brand Manager Priya Jadeja said users can now connect with friends, play on Wi-Fi 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 recently resurfaced. Despite the competition, the lines between who plays with these toys seems to have blurred. Kids and adults are both embracing the nostalgia.
