Gen Z has sparked a resurgence in the popularity of Tamagotchis, a digital device in which users care for a virtual pet. The toy, which was popular among Millennials in the ’90s, has seen a resurgence in demand, with worldwide sales doubling from 2022 to 2023. Bandai Namco, the brand behind the toy, even opened its first brick-and-mortar store in the UK to meet the growing demand for Tamagotchis.
The $20 toy has undergone a revamp since it was first launched nearly three decades ago. The new version of Tamagotchis allows users to connect with friends, play on Wi-Fi, and download different items, which has helped combat any sense of fatigue that fans may have experienced with earlier models. The toy has become a trendy accessory, with style-conscious individuals incorporating it into their looks as a playful bag accessory.
The premise of Tamagotchis is simple: users are responsible for taking care of a virtual pet, and neglecting their pixelated creatures could lead to them perishing. Bandai America’s vice president of brand management, Liz Grampp, highlighted the importance of resource management and nurturing in the game, stating that the basic human emotion of taking care of something never goes away. For today’s youth, who are used to devices like iPhones and iPads, the game play may feel unique, but still familiar.
Nostalgia also plays a role in Tamagotchi’s resurgence, with older fans reminiscing about their experiences with the toy. Many enthusiasts have shared their love for Tamagotchis on social media platforms, with some starting collections of the modernized versions available in stores. Fans like Emma, who rekindled her love for Tamagotchis by purchasing a new version of the toy, find comfort in the simplicity of caring for a virtual pet, especially during tumultuous times.
Emma, known as Emmalution on YouTube, recalled playing with her first Tamagotchi in primary school and having fond memories of the experience. She decided to collect modernized versions of the toy to see what she missed out on while growing up. For her, caring for a pixel pet offers a momentary escape from the complexities of the world, allowing her to focus on simple tasks like feeding her virtual pet or playing games with it, reminiscent of a much simpler time.
With its growing popularity among Gen Z, Tamagotchis have become more than just a nostalgic plaything from the past. The digital devices offer a blend of nostalgia and modern features that appeal to a new generation of users. As the toy continues to evolve and adapt to the changing times, it remains a symbol of care, responsibility, and the enduring appeal of nurturing a virtual pet, transcending generational boundaries and providing a nostalgic escape for fans old and new.
