If you grew up in the ’90s, you probably remember the tiny egg-shaped gadget that beeped nonstop, demanded constant attention, and emotionally devastated you when it inevitably “died.” Three decades later, the Tamagotchi is back in the spotlight.
On the brand’s 30th anniversary, the pocket-sized virtual pet from Japan is enjoying a modest revival, powered by nostalgia, collectibles culture, and a new generation discovering digital responsibility the hard way.
Search Interest Hits a 20-Year High
Interest in Tamagotchis has surged recently. According to Google Trends data, U.S. searches for “Tamagotchi” jumped roughly 80% in December compared to six months earlier, reaching their highest level in nearly two decades.
Holiday gift season plays a role, as Tamagotchi searches tend to spike every December. But this year’s jump appears bigger than usual, likely boosted by anniversary marketing and renewed cultural attention.
Birthday Parties, Tokyo Style
The resurgence isn’t accidental. Creator and manufacturer Bandai Namco has been leaning into the milestone, including a dedicated Tamagotchi exhibition in Tokyo that opened this week.
For the company, the timing is ideal. The Tamagotchi brand surpassed 100 million lifetime sales last September, cementing its place as one of the most successful toy concepts of all time.
Collectibles and Comfort Food Tech
The comeback fits neatly into broader consumer trends. Collectibles are having a moment, and nostalgia-driven tech revivals are everywhere, from retro music players to throwback gaming devices.
Tamagotchis sit at the intersection of both. They’re small, affordable, emotionally sticky, and familiar enough to spark childhood memories, while still novel to younger buyers who never experienced the original craze.
Same Toy, Same Emotional Damage
Despite all the updates, one thing hasn’t changed. Tamagotchis still demand attention, still punish neglect, and still teach users the same harsh lesson they did in the 1990s: responsibility is exhausting, and loss hurts.
For Bandai Namco, the revival is a win. For a whole new generation, it’s their first taste of the profound grief that comes from forgetting to feed a pixelated pet.