Tamagotchi’s Revival: From 90s Craze to Modern Must-Have Toy!

Tamagotchi is making a big comeback, with global sales more than doubling between 2022 and 2023, according to its owner Bandai Namco. The iconic virtual pet, which was a massive craze in the 1990s, has now opened its first-ever store in the UK – something that didn’t happen even at the height of its popularity in 1996. While the toy still retains its distinctive egg shape, bright colors, and small digital screen, the modern Tamagotchi comes packed with new features. “Now you can connect with friends, play via Wi-Fi, and download different items, which really helps combat the fatigue some people experienced with earlier versions,” said Tamagotchi brand manager Priya Jadeja. Tamagotchi officially relaunched in the UK in 2019, and since then, it has gained a devoted following among both younger players and nostalgic adults. “When we relaunched, we thought the appeal would be mostly to millennials,” Jadeja explained. “But we’ve been thrilled to see kids who’ve never had anything like this embracing it with excitement.”

Today, Tamagotchi faces competition from a variety of other virtual pets on the market. Products like Bitzee, which uses a flexible display that responds to touch and movement, and Punirunes, with its interactive stroking feature, have gained popularity. Even Digimon – another 90s favorite also owned by Bandai Namco – was originally created as a Tamagotchi for boys but now appeals to a wider audience. Nostalgia is a significant factor for many fans. Emma, a YouTuber known as Emmalution, recalls fond memories of her first Tamagotchi from primary school, and she recently rekindled her love for the toy. “I picked up a modern Tamagotchi last year, which sparked an obsession. I started collecting them and learning about all the new releases,” she said. Another fan, Koby, known as Lost in Translationmon on YouTube, shares similar sentiments. “Playing with my Digimon or Tamagotchi pets takes me back to my childhood. Plus, there’s an incredible community of fans who share their experiences online.”

For Emma, beyond nostalgia, there's another reason Tamagotchi is so appealing in today’s world: escapism. “With everything going on in the world, it’s nice to just feed my little virtual pet, play a quick game, and forget about it all for a moment. It’s a reminder of a simpler time.” Tamagotchi’s comeback shows that the desire for connection, even with a digital pet, remains timeless – and its new generation of fans are embracing it just as enthusiastically as those who first discovered it in the 90s.