Tamagotchi has grown from a pocket-sized virtual pet into a character brand spanning new handheld devices, licensed goods, collectibles, and console games. The classic care loop remains, but today’s options differ in connectivity and play style—and the apparent revival has a specific, qualified explanation: Bandai attributes a new upswing in Japan to returning adult fans and younger people adopting the brand as a fashion or fandom accessory.
Why is everyone talking about Tamagotchis again?
Bandai says Japan is experiencing a “fourth boom” for Tamagotchi. In its July 2025 announcement, the company attributed the renewed interest to adults who played as children returning to the brand and younger fans using it as a fashion accessory or an expression of their interests. That is Bandai’s account of the Japanese market, not an independent measurement of global popularity. Bandai’s July 2025 announcement
| # | Preview | Product | Price | |
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| 1 |
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Tamagotchi Original - Rainy Angel | $19.99 | Buy on Amazon |
| 2 |
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Tamagotchi Original - Neon Lights | $22.97 | Buy on Amazon |
| 3 |
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Tamagotchi Original - Mermaid (Updated Logo) | $22.97 | Buy on Amazon |
| 4 |
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Tamagotchi Original - Lots of Love | $22.97 | Buy on Amazon |
| 5 |
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Tamagotchi Paradise - Orange Tropics | $44.97 | Buy on Amazon |
The figures help explain why the brand is so visible, but they need to be read precisely. Bandai Namco Holdings reported that Tamagotchi had shipped 100 million units worldwide cumulatively by July 31, 2025. That is a shipment figure, not a count of devices purchased by consumers. Bandai Co., Ltd. had reported 98.1 million cumulative shipments as of March 2025; the two figures are different dated snapshots. The company also said the original toy sold 10 million units in Japan within eight months of its 1996 launch. Bandai Namco Holdings’ history and interview Bandai’s July 2025 announcement
Bandai reported that reservations for the new Paradise series exceeded 400% of the preceding Uni’s preorder count before the preorder cap was reached. This is the company’s comparison of preorder reservations, not a sales result or a market-wide trend statistic. Bandai’s announcement
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- The Original Tamagotchi digital pet in a stylish Rainy Angel shell design allows you to feed your character, turn lights on/off, play with it, give it medicine, flush after it has used the bathroom, check its health meter and praise your Tamagotchi Angel character
- A tapping feature is also included! Tap the shell to bring your Angel Tamagotchi character back from a stroll. Or use the tap feature to scare off a bat that tries to steal candy
- With Angel programming play the Shooting Star mini-game to keep your Tamagotchi Angel character happy!
- How you nurture your Obaketchi Angel (ghost character) will determine which Tamagotchi Angel character you will get. There are 5 adult Tamagotchi Angel characters, plus secret characters
- Comes with 1 Tamagotchi device on a chain to take with you everywhere. Battery (CR2032) included. For Ages 8+
How Tamagotchi became a durable character brand
Tamagotchi launched in Japan on November 23, 1996, as an egg-shaped portable virtual pet. Its central appeal is an ongoing care loop: a pet lives on the small screen, and the player returns to look after it. Features have changed across generations, but the recognizable egg-shaped device, screen, and buttons have endured.
Taro Tsuji, managing director and Chief Tamagotchi Officer at BANDAI CO., LTD., described that continuity in Bandai Namco Holdings’ anniversary interview: “Since the launch of the original model, the fundamental design of Tamagotchi toys has not changed; they remain egg-shaped devices with an LCD screen and three buttons, whose lack of an ‘on/off’ switch dissuades users from leaving their pets alone.” The original design made the toy feel less like a game to finish and more like a small responsibility to revisit. Bandai Namco Holdings’ anniversary interview
Rank #2
- The Original Tamagotchi digital pet you loved back in 1997 is back with the original programming! Feed it, turn lights on/off, play with it, give it medicine, flush after it’s used the bathroom, check it’s health and discipline your Tamagotchi if he bothers you when he’s happy, fed and all cleaned up
- Includes Character game where you have to guess which way the Tamagotchi will move next
- A purple shell with neon lights and 'Tamagotchi', dark pink frame, green buttons, and original programming and characters
- Raise your Tamagotchi from egg to child to Adult and how you take care of it will decide which of the 7 Adults you’ll get. Comes with 1 Tamagotchi on a chain to take with you everywhere
- Battery (CR2032) included. For Ages 8+
Bandai Namco reported more than 1,500 Tamagotchi characters in 2025, giving the brand a cast that can support themed devices, merchandise, and other media. In the same interview, the company described the characters’ appeal as “charmingly rough around the edges.” Its ambition, according to Media Department chief Mikiko Hashimoto, is to make the intellectual property “a part of people’s lives that is cherished around the world for years to come,” rather than a fleeting trend. Bandai Namco Holdings’ interview
The anniversary dates also depend on the market: Japan reaches the launch’s 30th anniversary in November 2026, while the international launch anniversary falls in 2027. Those dates should not be conflated.
Rank #3
- The Original Tamagotchi digital pet you loved in 1997 is back with the original programming. Feed it, turn lights on/off, play with it, give it medicine, flush after it’s used the bathroom, check it’s health and discipline your Tamagotchi if he bothers you when he’s happy, fed and all cleaned up
- Includes Character game where you have to guess which way the Tamagotchi will move next.
- Colorful mermaid shell with pink 'Tamagotchi' and buttons, and original programming and characters, and updated logo
- Raise your Tamagotchi from egg to child to Adult and how you take care of it will decide which of the 7 Adults you’ll get. Comes with 1 Tamagotchi on a chain to take with you everywhere.
- Battery (CR2032) included. For Ages 8 plus
Which Tamagotchi should I get?
There is no single best model for every player. Choose by the kind of interaction you want: familiar care play and nearby device interaction, a connected color-screen experience, or the newer Paradise family. Bandai’s product pages describe features; they are not independent tests, and regional versions, prices, and availability can differ.
| Family | What it offers | Best fit | Important qualification |
|---|---|---|---|
| Connection | Care play, more than 50 characters, more than 10 mini-games, more than 150 items, and infrared communication, according to Bandai Japan. | Players drawn to familiar virtual-pet routines and local device-to-device interaction. | The cited listing is for Japan’s “pearl milk tea” edition. It gives a March 22, 2025 release date, a price of 3,960 yen including tax, age 6+, and a CR2032 battery included as a test battery. Shell, price, and availability vary by market. Bandai Japan Connection listing |
| Uni | Tamaverse features, Wi-Fi updates, device-to-device activities, a rechargeable battery, USB-C cable, and included wristband, according to Bandai’s U.S. listing. | Players who want a connected color-screen experience and wearable portability. | The cited U.S. Pink page lists MSRP at $59.99 and age 6+. Its feature description does not establish how long online areas or services will remain available. Bandai U.S. Uni listing |
| Paradise | A new series introduced in 2025. Bandai highlights a zoom dial; its official product news also lists new devices and accessories and download-area updates. | Players interested in the newest device family and its exploration-oriented mechanics. | Versions and availability are regional and time-sensitive. Check the official local product listing for current details. Bandai’s Paradise announcement Official U.S. product news |
| Other families | Bandai’s U.S. catalog lists Original, On, Nano, Pix, Adventure Companion, and Collectibles alongside the newer lines. | People seeking simpler, themed, or collectible options. | A catalog listing does not guarantee an item is in stock or newly manufactured. Bandai U.S. brand catalog |
Why the brand goes beyond the handheld pet
Bandai Namco describes a broader lineup of plush toys and miscellaneous goods as part of its strategy for Tamagotchi. Its interview also highlights TAMAGOTCHI FACTORY in Harajuku, which it says carries more than 100 items, including store-exclusive merchandise, and offers a customization activity. The assortment is subject to stock, so a description of the store does not guarantee a particular item is available. Bandai Namco Holdings’ interview
Rank #4
- The Original Tamagotchi digital pet you loved back in 1997 is back with the original programming! Feed it, turn lights on/off, play with it, give it medicine, flush after it’s used the bathroom, check it’s health and discipline your Tamagotchi if he bothers you when he’s happy, fed and all cleaned up
- Includes Character game where you have to guess which way the Tamagotchi will move next!
- Sweet hearts on a pink shell with white 'Tamagotchi', light pink buttons, purple frame and original programming and characters
- Raise your Tamagotchi from egg to child to Adult and how you take care of it will decide which of the 7 Adults you’ll get. Comes with 1 Tamagotchi on a chain to take with you everywhere!
- Battery (CR2032) included. For Ages 8+
The property also has a console-game branch. Tamagotchi Plaza is a shop-management game published by Bandai Namco Entertainment, rather than a handheld virtual pet. Its official page lists Nintendo Switch and Switch 2 versions; the Switch 2 edition includes three additional shops, for 15 total compared with 12 in the base game. The page’s news panel lists a June 2026 Resort update. Official Tamagotchi Plaza page
Bandai’s U.S. product-news page also showed 2026 notices for Tamaverse download areas, Paradise devices and accessories, Sanrio collaboration content, Original designs, and collectibles. Those notices show continuing brand activity, but do not establish store stock. Official Tamagotchi U.S. product news
Quick Recap
Best Value
- ZOOM. Nurture with a spin! Zoom into Paradise! Turn the dial to take care of your Tama. Zoom from cell to space for traditional nurturing play - clean the poop, feed them delicious food and make them feel better! Play new mini games and nurturing activities and shop in the new LAB MODE.
- CHARACTERS. Raise more than 50,000 Tamas. Depending on the environment and the way you take care of your Tama, you can grow over 50 different characters in 12 species, with over 30 new Tamas. Plus, BREED play creates more Tamas by bringing parent's genes to the next generation.
- CONNECT. Connect with friend's device directly to see how your Tamas interact - is it a good match or a bad match? And, now, when you connect, you can play games with or against your friend! ** Please note that the connect mini-game is not available in "Tamagotchi Paradise - Pink Land / Blue Water / Purple Sky / Jade Forest.” **
- THREE FIELDS. Start in the Tropics field and unlock the Glacier and Forest fields for different play and Tamas. Plus, purchase are expansions to expand the field!
- AND MORE. The Orange Tropics device has a pretty pink shell with orange top, dial and buttons
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
