Toys from childhood always evoke special memories, and the Tamagotchi, the little digital friend that once captured the hearts of children in the 90s, is back at its peak. Today, it returns to the market, improved by technology, but retains its nostalgic aura.
This is a small gadget with a screen where a virtual pet "lives" that needs to be taken care of. The animal ate, drank, got sick, went to the toilet and could even die if you did not pay attention to it.
The first "egg" was released by the Japanese company Bandai Namco in 1996.
Several attempts to revive the brand seem to have finally paid off.
Over the past two years, global sales have doubled, and Tamagotchi has opened its first official store in Britain.
The modern version of the toy retains the nostalgic design – a colorful egg-shaped device with a small digital screen and buttons – but now comes with updated technology.
"You can connect to the Internet via WiFi, download new heroes, share your successes with other users," Tamagotchi brand manager Priya Jadeja told the BBC.
The virtual pet officially relaunched in the UK in 2019 and has since been steadily gaining popularity among players of all ages.
"When we relaunched the game, we thought that its main target audience would be the millennials who grew up with it," says Jadeja. "But the younger generation also liked her, who had not encountered such virtual pets before."
Photo credit: Getty Images
Modern Tamagotchi has many competitors.
For example, Hatchimals' Bitzee uses a flexible interactive display that responds to touch and movement.
Punirunes allows you to place your finger inside the toy to "pet" the virtual pet on the screen.
However, the unique charm of Tamagotchi continues to captivate consumers - not only young people, but also adults.
Bandai Namco claims that the main reason for its success is people's desire to get away from everyday stress. Virtual pets give users the opportunity to care for a digital friend, which helps reduce stress and bring a touch of nostalgia to everyday life.
Photo credit: EmmalutionYT
"I bought my first Tamagotchi in elementary school. My best friend had the same one at the time, and I have fond memories of our games together,” says Emma, known on YouTube as Emmalution.
She didn't keep her old Tamagotchi and bought a new one last year - a modern one.
Photo by Lost in Translationmon
Kobe, known to his YouTube fans as Lost in Translationmon, agrees.
"When I play with my virtual pets Digimon or Tamagotchi, it's like going back to my childhood. And sharing photos and stories with other people gives an amazing sense of community."
For Emma, there is another important factor in this - escapism.
"With the world the way it is now, it's nice to just look at your little pixelated pet from time to time, forget everything for a moment to feed it or play a little game with it, and remember the times when things were so much simpler."
