How handheld digital pets can conquer the world

It is said that fashion trends are destined to come back every 20 years or so, and tastes resurface as trendsetters reminisce about childhood and bygone times. This periodicity is especially evident in Tokyo’s busy streets, now shimmering with the colorful kitsch of “Heisei retro.” Similar to the international Y2K trend of the 90s and early 2000s, Heisei Retro encapsulates the exciting style of Japan’s Heisei era. fix it Fashion, candy stickers, video cameras, CD players, gashapon toys – relics from the turn of the new century are returning to circulation.

“The once-fascinating glitz of the Showa era (1926-89) kisaten Café and urban pop has evolved into something flashier and more colorful, and interestingly, the recent Heisei retro craze,” explains japan times.

Perhaps due to our early emotional attachment to digital pets, Tamagotchi has become one of the main headlines for the Heisei retro comeback. Since its debut in 1996, this little keychain-sized toy has grown into a global cultural phenomenon. Tamagotchi has sold over 100 million units (as of July 2025), with innovative models and hundreds of collaboration designs including Disney, Pac-Man, Sanrio and Pokemon. The brand has appeared in countless Easter eggs in popular media, including big bang theory and Disney/Pixar turn red. Its latest model, the Tamagotchi Paradise, launched just last summer and continues to sell out, signaling that the Tamagotchi craze is back and stronger than ever.

Celebrating its 30th anniversary this coming New Year, here’s a look back at the Tamagotchi’s evolution from pocket-sized pixel pet to global dominance.

Original 1996 Tamagotchi model with 1997 artwork | Source: Internet Archive / Photo: Victoria Bennett

The birth of the electronic pet egg

“Tamagotchi” is a compound word Tamago (eggs) and bell (watch). With its cute handheld egg-shaped game console, backlight-free LCD screen and simple three-button design, the barrier to entry for electronic pets is very low.

The concept was proposed by Aki Maita, a 30-year-old Bandai employee at the time. Legend has it that Maita got the idea for the Tamagotchi after watching a TV show about a boy who insisted on taking his pet turtle to kindergarten. In its first year on the market, approximately 20 million units were sold in Japan alone, and 20 million units were sold in other markets around the world. Tamagotchi craze quickly spread to more than 50 countries. Bandai couldn’t produce products fast enough to keep up with demand. The toy inspired countless pirate imitators and led the development of other digital pets in the toy world.

Tamagotchis provide a simulated sense of responsibility as part of the game’s intrigue and tension. Forgot to feed your little one? Or leaving poop out for too long? Like a real living creature, a Tamagotchi’s life cannot simply be suspended. Failure as a Tamagotchi parent has real consequences, and seeing the pixel graveyard emerge is a classic event that traumatized an entire generation of children around the world. Still, we crave more.

© BANDAI / Bandai Namco Entertainment

The evolution of digital pets

While the basic care concepts remain the same, Tamagotchi technology has come a long way since the days of classic models. Released in 2004, Tamagotchi Connection introduced infrared communication, allowing players to connect with other Tamagotchi consoles to make friends, exchange gifts and play together.

The “smart era” of electronic pets kicked off in 2008, and electronic pets Plus Color brought the much-anticipated advancement to color LCD games. 2009’s Tamagotchi ID allowed players to download accessories, wallpapers, and other in-game items from the official website for the first time. Launched in 2019, the Tamagotchi On model can connect via Bluetooth and infrared technology to communicate with other players and smartphone apps. The Tamagotchi Pix (2021) features a built-in camera, touch-sensitive buttons, and even its own mini social media-like platform for friends to send “likes.”

Tamagotchi Uni (2023) brings Wi-fi support and “Tamaverse Tickets” that guide players through different portals. Finally, the latest version of Tamagotchi debuts, Tamagotchi Paradise, with dials that zoom into the character’s world, from the cellular level to the cosmic level, for deeper exploration. Now, the world of Tamagotchis is bigger than ever—new models include over 50,000 different possible creatures that eggs can sprout.

In addition to keychain consoles, Tamagotchi has expanded into other media areas. Some avid fans may have grown up with the Nintendo DS game “Tamagotchi Connection: Corner Shop,” a simulator that tasks players with tasks like decorating cakes, fixing cavities, and throwing the perfect event around town. spa experience. The “corner store” game now lives on with a new version, “Tamagotchi Plaza,” released for Nintendo Switch 2 this summer.

The Tamagotchi anime began airing in Japan in 2009 and ran for a total of 143 episodes, introducing deeper character personalities and stories. Fans can now even get credit card Thanks to the Epos card, Tamagotchi is designed to make a real transition from the days of caring for digital pets to now growing up and caring for ourselves.

Tamagotchi Factory Harajuku | Photo by Anne Zisman

Where to buy Tamagotchi in Tokyo

Bandai Namco Cross Store

Bandai Namco Cross Stores are retail stores located throughout Japan. In addition to anime collectibles, gashapon and other pop culture merchandise, Cross Stores also offers a variety of electronic pet toys and merchandise.

© BANDAI / Bandai Namco Entertainment

Bandai has also released a regional limited edition “Tama Destinations” console, available at the Cross store. The Kanto region model reflecting the Heisei retro trend is inspired by promote style. The shimmering pink console design features characters Mametchi and Kuchipatchi in their school uniforms, surrounded by cheetah print, hibiscus flowers and flip phones.

Harajuku Tamagotchi Factory

this Harajuku Tamagotchi Factory is a fresh, new store with a whimsical toy factory concept located at the original gate of Tokyu Plaza. Equipped with conveyor belts and assembly lines, guests can create custom accessories and miniature statues. The factory also stocks an exclusive Tamagotchi Connection Mezzo Piano collaboration model, in which the character wears a rabbit-eared hoodie.

Toys and Technology Stores

As Tamagotchis become more and more popular, you can find toys and merchandise at different stores across Japan. Toy and grocery stores like Village Vanguard, Surugaya and Mandarake usually have a wide selection. Also don’t miss electronics retailers like Bic Camera and Yodobashi Camera, which have dedicated sections dedicated to popular franchise products.

© BANDAI / Bandai Namco Entertainment

Other fun events for Tokyo Tamagotchi fans

Capcom Cafe Collaboration Event

Capcom cafes in Ikebukuro and Umeda will host a special event Tamagotchi Collaboration Cafe The event lasts until January 15, 2026. The cafe will offer a variety of Tamagotchi-themed food and drinks, such as Kuchipatchi’s burger pancakes, Mirukutchi’s mild milk tea and Marutchi’s “homemade” pancakes. Customers can Book online Reserve your seat in advance.

Tamagotchi 30th Anniversary Exhibition

upcoming Wear electronic pet exhibition The Roppongi Museum will celebrate the 30th anniversary of the Tamagotchi. The exhibition traces the development of the toy and showcases different artists’ interpretations of the iconic characters. The Odai Danzi Exhibition will tour the country from January 7 to February 2, 2026, with Tokyo as the first stop.

Bandai Head Office Museum

As manufacturers of some of the most popular toys, Bandai Head Office There is a free exhibition in Asakusa that covers the company’s history, from toys from the Showa era to more recently released toys. At the front of the office you’ll find Mametchi, the Tamagotchi mascot, welcoming visitors. You’ll also find plenty of displays and photo spots to relive your childhood.

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