Enhancing the Value of the Tamagotchi Series as It Celebrates Its 30th Anniversary
Tamagotchi Around the World:
The 30th Anniversary Paving the Way for
a New Future for the IP
Taro Tsuji
Chief Tamagotchi Officer (CTO)
Managing Director
BANDAI CO., LTD.
Mikiko Hashimoto
Chief
Licensing Team
Media Department
BANDAI CO., LTD.
Yoko Shichiri
Chief
Licensing Team
Media Department
BANDAI CO., LTD.
Continuing to Be Loved by Fans of All Generations
The Tamagotchi series, which celebrates its 30th anniversary in 2026, was launched on November 23, 1996, in the form of an egg-shaped device with an LCD screen and three buttons through which users could nurture a digital pet. It has since transcended toys and grown into an IP that spans a wide range of products and services with business domains that have expanded through out-licensing to external partners. In recent years, the generation that played with the Tamagotchi as children has become parents who now enjoy it together with their own children. This cross-generational sharing of memories and experiences stands as one of the IP’s unique strengths. Furthermore, the generation that grew up watching the Tamagotchi animated television series, which began airing in 2009, is now in their 20s, and a trend of enjoying the IP as collection and fashion items is growing among them, driven by nostalgia for the culture of that era.
Combining Timeless Appeal with Ongoing Evolution
The reason the Tamagotchi has been loved for so long lies in its balance between an unchanging core and evolution in step with the times. The egg-shaped form, three control buttons, and joy of nurturing represent the essence of the toy and have remained unchanged since the original model. We believe the desire to touch, nurture, and cherish a “living” creature is universal, and the appeal of such actions transcends national borders and generations. At the same time, the Tamagotchi has continued to evolve by incorporating the technologies of each era, including infrared communication, color LCD screens, and Wi-Fi connectivity. The Tamagotchi series is not defined by cuteness alone; characters can fall ill or even die if not properly cared for, and some are rather quirky. This “charmingly rough around the edges” aspect of the series subverts expectations in a positive way and is what makes it distinctive.
At the same time, the Tamagotchi series’ history has not been solely one of success. We have experienced inventory issues resulting from oversupply. Drawing on lessons learned from that experience, we established the Chief Tamagotchi Officer (CTO) System when relaunching the series, creating a structure in which sales, planning and development, licensing, and overseas teams share information and apply market feedback to product planning, production, and promotion. To this day, we continue to coordinate our efforts for devices, games and other related products, amusement facilities, events, and in-store initiatives through Groupwide information-sharing meetings.
This structure has enabled us to implement initiatives while maintaining a consistent direction for the IP as a whole, rather than having each business operate independently. The ability to flexibly respond to changes in the market environment serves as our foundation for supporting long-term IP management.
Rolling Out Multifaceted Initiatives for the 30th Anniversary
Various initiatives are currently underway for the Tamagotchi series’ 30th anniversary, including events and exhibitions in Harajuku and Shibuya—locations regarded as epicenters of the Tamagotchi series boom—in Tokyo, new product announcements, Bandai Namco Cross Store initiatives, and NAMJATOWN attractions. For home console games, the Tamagotchi Connection: Corner Shop series has become a new entry point, generating opportunities to reach fan bases distinct from those of the toy line. In terms of product development, we are expanding entry points into the IP while clarifying the role of each product. For instance, Tamagotchi Paradise is a flagship product for children, Original Tamagotchi provides additional appeal as a fashion item, and Tamagotchi nano creates new fan touchpoints through collaboration with other IPs.
As such, the Tamagotchi IP is not confined solely to toys. Rather, it has expanded the areas in which it can play a role as an IP that individuals can enjoy in their daily lives at their preferred level of engagement, whether worn as a fashion statement, played with as a device, or experienced through events.
Accelerating Global Expansion and Expanding IP Value Through Out-Licensing
The global expansion of the Tamagotchi series is also accelerating significantly. Enthusiasm is currently rising in Asia, particularly in South Korea, while large-scale projects are increasing in North America. In North America, nostalgia for the original Tamagotchi of the 1990s serves as an entry point, while in Asia, Japanese culture, K-pop, and social media trends are driving expansion. Since the popularity of characters and preferred styles of expression vary by region, we work with local business partners to flexibly localize offerings while preserving the core essence of the Tamagotchi series. In addition to our key markets of North America and inland China, opportunities are expanding outside of Japan across the rest of Asia, Europe, and Central and South America.
Furthermore, out-licensing is an important means of enhancing IP value. Beyond revenue, we emphasize compatibility with the Tamagotchi series’ world and its concept of taking care of something and the potential for global expansion. With the support of external partners, we apply the IP across categories such as fashion, cosmetics, luxury brands, and other merchandise, as well as artist collaborations. Collaboration with external partners is not merely about expanding product categories, but also about creating touchpoints with and broadening perceptions of those unfamiliar with the IP.
Looking Toward the Next 30 Years
What we want to prioritize going forward is, above all, engagement with children. While the growing fan bases of parents, those in their 20s and 30s, and overseas audiences represent a major driving force, it is today’s children who will shape the next 30 years. Rather than relying solely on nostalgia, we will continue pursuing new technologies, new forms of presentation, and new experiences.
Furthermore, the Tamagotchi series being an in-house IP of the Bandai Namco Group is a major strength that allows us to pursue new challenges with a high degree of freedom. We can cultivate the series’ potential by connecting various categories inside and outside the Group, including toys, games, theme parks, official shops, and licensing.
The 30th anniversary is not a finish line, but a milestone on the path toward the next 30 years. We will continue expanding the Tamagotchi series’ potential and nurturing it diligently to become an IP beloved by fans around the world.
Tsuji
With gratitude toward our predecessors who created the Tamagotchi series 30 years ago and nurtured it into what it has become today, we must keep exploring what we ourselves can do over the next 30 years. We will continue taking on new challenges and adjusting course if we encounter setbacks as we cultivate the Tamagotchi series into a flagship IP of the Group.
Hashimoto
The excitement building around the Tamagotchi series’ 30th anniversary has been generated through close collaboration within the Group as well as cooperation with partners around the world. To continue generating momentum beyond the 30th anniversary, now is truly the time to give it our all. We will continue to take on various challenges without fear of failure as we strive to open up new possibilities for the Tamagotchi series.
Shichiri
While we have already seen significant momentum, particularly in Asia and North America, the Tamagotchi series’ potential remains vast. While valuing the perspectives and cultures of local fans, we hope to continue and expand our efforts to make the series better known and more beloved around the world.
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