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Many people born in the 80s and 90s probably haven't forgotten the virtual pet game that was popular in the 90s and early 2000s. Originating in Japan under the name Tamagotchi, this egg-shaped device with three buttons was compact and easy to carry around. With just a press of a button, you could care for your pet and watch it grow over the years.
From its inception to the Tamagotchi craze
"Tamagotchi" is a portmantein of "Tamago" (egg) and "Uotchi" (watch). Tamagotchi is a creation by Akihiro Yokoi of WiZ and Maita Aki of Bandai.
At that time, Maita Aki, a 30-year-old employee at the toy company Bandai, came up with the idea for virtual pets after watching a television program about a boy who begged his mother to let him bring his pet turtle to kindergarten. This was impossible because most kindergartens and other educational institutions in Japan did not allow it.
Pet-friendly devices are making a comeback and going viral with their interesting apps, causing Gen Z to hunt them down everywhere.
In a 1997 interview with CNN, she recounted that she had taken a prototype of the Tamagotchi to the area around a girls' school in Shibuya, Tokyo, to test her invention. This was also the target customer group that the Tamagotchi was aiming for.
Maita still remembers, "their eyes lit up" when they saw the Tamagotchi. Afterward, she collected feedback from the female students using a detailed questionnaire, covering factors such as color, packaging, and the design of the strap for wearing the device. This revealed that white was the most popular color among the female students.
This little toy represents the childhood of an entire generation.
After numerous trials, Tamagotchi was officially launched in the Japanese market at the end of 1996. The first generation of the virtual pet device had a fairly simple interface, mainly based on animals, objects, and people.
Not only did it sell millions of copies in its home country, the virtual pet device also created a global sensation in 1997. The "eggs" were so quickly sought after by international customers that Bandai couldn't produce enough to meet the demand. It's known that at that time, the Tamagotchi black market flourished globally.
Despite its small size, it's a toy that's sought after all over the world.
The hype surrounding virtual pet games doesn't last forever. Hoping that those who didn't own a Tamagotchi would soon acquire one, Bandai overproduced them. But like any trend formed by teenage girls, the Tamagotchi craze didn't last very long.
Those who were initially fascinated by virtual toys were too old to play with them, while younger girls were distracted by other interests. Ultimately, 2.5 million Tamagotchi eggs went unclaimed, resulting in a $70 million loss for Bandai.
Resurrecting after failure
After a while, this game suddenly became highly sought after by young people and went viral on many social media platforms. Besides the traditional version, improved versions also caught the attention of Gen Z. Modern pet-raising games have made significant strides compared to the first generation. They integrate many new and exciting features, offering players more realistic and diverse experiences.
After years of absence, Tamagotchi has made a powerful comeback.
With its small, Y2K-inspired design, the tamagotchi is not only seen as an entertainment device, but is also used by Gen Z as a decorative accessory for bags or clothing.
The latest version of the virtual pet game, Tamagotchi Smart, is designed like a smartwatch and was released in 2021 to celebrate Tamagotchi's 25th anniversary. This product brought the game back to its original name, "ウオッチ - Watch".
Once a cherished memory for generations, Tamagotchi makes a comeback with a more "modern" look.
Moreover, this toy also collaborates with celebrities to increase brand recognition.
With the new Smart virtual pet device, players can interact with up to 10 virtual pets via the touchscreen, and it also features voice control with a built-in microphone system. Besides familiar pet care activities, Tamagotchi Smart also tracks the player's daily step count, and players within the same ecosystem can make friends. With a fully charged battery, the device can operate for up to 30 hours.
Along with the Tamagotchi Smart, the "legendary" virtual pet device continues to exist, inheriting the resounding success of its early generations in the 1990s.
