A Tamagotchi comeback? Toy gets first UK store as global sales double

Tamagotchis are making a significant comeback in the UK, and it seems that the nostalgia surrounding these small, egg-shaped devices is stronger than ever. Originally launched in the 1990s, Tamagotchis were a massive hit, and now, thanks to the efforts of Bandai Namco, the brand is experiencing a resurgence. According to reports, global sales of Tamagotchis have more than doubled between 2022 and 2023. In a surprising move, the company has opened its first-ever Tamagotchi store in the UK, located in Camden Market, London. This is particularly noteworthy because back in 1996, when Tamagotchis were at their peak, there was no dedicated store for these beloved toys. The new shop is a vibrant space filled with a variety of Tamagotchis in bright colors, including red, blue, green, yellow, and purple. It serves as a nostalgic hub for fans of all ages. The modern Tamagotchi, while still resembling the original design, has evolved significantly. It retains its iconic egg shape and colorful appearance, but now boasts a range of new features that enhance the user experience. For instance, players can connect with friends, engage in Wi-Fi games, and download various items to customize their virtual pets. Priya Jadeja, the brand manager for Tamagotchi, explained to the BBC that these advancements help combat the sense of fatigue that some users may have felt with earlier models. The Tamagotchi brand was officially relaunched in the UK in 2019, and since then, it has attracted a diverse audience, including both young children and adults. Priya noted that they initially expected the relaunch to appeal mainly to millennials, but they were pleasantly surprised to find that many kids who had never encountered a Tamagotchi before are now embracing the toy. The market for virtual pets has expanded since the 1990s, with various competitors emerging. For example, Bitzee, created by Hatchimals, features a flexible display that responds to touch and movement, while Punirunes allows users to 'stroke' their virtual pets on the screen. Additionally, Digimon virtual pets, which are also owned by Bandai Namco, have made a return, originally designed as a boy's version of Tamagotchis. Despite the historical gender distinctions associated with these toys, Priya observed that there is no significant difference in who is purchasing Tamagotchis today. Many fans attribute their love for the toys to nostalgia. Emma, a YouTuber known as Emmalution, shared her experience of getting her first Tamagotchi in primary school and how it brought back fond memories of playing with her best friend. She expressed a desire to relive that nostalgia, leading her to purchase a modern Tamagotchi last year. This sparked her interest in collecting and learning about the various releases that came out after her initial experience. Koby, another fan who shares his passion for Tamagotchis on YouTube, echoed Emma's sentiments. He explained that playing with his virtual pets provides him with a glimpse into his childhood and the joy he felt back then. He also appreciates the sense of community that comes from sharing photos and stories with fellow fans online. For Emma, the appeal of Tamagotchis goes beyond nostalgia; it also serves as a form of escapism. In a world filled with challenges and uncertainties, she finds comfort in caring for her little pixel pet, allowing her to momentarily forget about the stresses of life. Tamagotchis have become more than just toys; they represent a connection to the past and a source of joy in the present.