Tamagotchi has been loved for 30 years by fans of all generations. What do you see as its appeal?

TsujiI believe the appeal of Tamagotchi lies in its ability to evolve with the times while remaining universally appealing. 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.
On the other hand, it has evolved to incorporate the latest technology of the times, including infrared communication, Wi-Fi connectivity, NFC, and other features. Another important aspect of its appeal is its quality of being “charmingly rough around the edges”. This quality stems from Tamagotchi’s hand-drawn lettering, somewhat poetic worldview, and intriguing, quirky cast of characters, and is essential to maintaining consumer interest in an age of abundant products and information.

HashimotoTamagotchi’s journey has not been entirely smooth sailing. While the original Tamagotchi was so popular that it became a social phenomenon, many people interested in the toy were unable to purchase it. To address the inconvenience we caused consumers, we worked to increase our production capacity. However, just as we had managed to accomplish this, counterfeit products appeared in the market one after another. When the boom ended, we were left with substantial excess inventory.
Despite the ups and downs, our fans remained loyal to Tamagotchi and continued to play with it even as its popularity waned. The fun of pet nurturing gameplay is universal, and this fact helped us realize the potential of Tamagotchi. Our efforts to carefully cultivate the IP as a Group and continue to release new models every few years have led us to where we are today.

Currently, Tamagotchi is experiencing what has been described as its “fourth wave,” boosted by the Heisei-era retro trend,and has thus entered the year of its 30th anniversary amid tremendous excitement.

TsujiUnder our brand’s purpose of “sharing the joy of pouring hard work and love into nurturing,” we have shared the fun of nurturing with fans both in Japan and overseas.
This year, as Tamagotchi celebrates its 30th anniversary, we have opened a permanent store in Harajuku called TAMAGOTCHI FACTORY. As an experience-based retail store, it provides enjoyment to the many customers who visit day in and day out. Additionally, we are holding a traveling exhibition named the 30th Anniversary DAI-TAMAGOTCHI-TEN. The commemorative exhibition will visit cities throughout Japan and offer exclusive merchandise at each location.

HashimotoWe want to provide a variety of experiences that parents and children can enjoy together. Many who played with the Tamagotchi toy during its first wave of popularity are now parents themselves, enjoying the latest models with their own children. Furthermore, in addition to electronic toys, we have created a wide range of entry points into the IP for fans from the second wave, who experienced infrared-enabled devices, and the third wave, who enjoyed the animated series and color LCD models. These include offerings such as capsule toys, plush toys, and mascot characters.
There are now over 1,500 different Tamagotchi characters. Their quality of being “rough around the edges,” derived from the quirkiness lying within their cuteness, is a major part of Tamagotchi’s appeal, and our branding efforts for the IP’s 30th anniversary are centered around their diversity and personality.

TAMAGOTCHI FACTORY is an experience-based retail store located in TOKYU PLAZA HARAJUKU HARAKADO that carries over 100 different Tamagotchi items, from the popular Tamagotchi Paradise toy to store-exclusive merchandise.*
In addition to these products, the store offers experiences such as the Patch Workshop, in which customers can personalize badges they have purchased.
* The product lineup is subject to change depending on stock availability.
DAI-TAMAGOTCHI-TEN is a traveling, experience-based exhibition scheduled to visit cities throughout Japan until winter 2027. This exhibition goes beyond traditional displays, inviting visitors to step inside the device and experience what it’s like to become a Tamagotchi character. As part of the 30th anniversary, exclusive items such as collaborative design devices and reissued stickers and cards have been well received.

Are there any specific targets for Tamagotchi in its 30th anniversary?

TsujiWe are aiming to create a market on the scale of approximately ¥100 billion. This represents a doubling of our current market size, and there are two primary sources of growth that will help us achieve this goal.
The first source is global expansion. Overseas, we grant master licenses to local Group distribution companies, enabling teams from each country to independently develop strategies. Incidentally, since the international launch of the original Tamagotchi was one year later than Japan, 2027 will mark its 30th anniversary in overseas markets. We are working hard to build up global excitement this year in preparation for that milestone.

HashimotoThe insight and speed of local Group companies are serving to substantially accelerate global expansion. In Europe, for instance, we receive commercialization proposals with designs we may never have conceived in Japan, and in South Korea, we receive numerous inquiries regarding collaboration in the cosmetics field.
As there remains significant room for growth overseas, particularly in North America, Europe, inland China, and other Asian countries, we will continue to focus our efforts on collaboration with local Group companies.

TsujiThe second source of growth is strengthening out-licensing both overseas and in Japan. Full-scale implementation of such initiatives commenced around 2022 under a team led by Ms. Hashimoto, and we have since seen substantial results.

Overseas shipments account for 51% of the Tamagotchi series’ total shipments.
Furthermore, we grant master licenses to our overseas Group distribution companies, enabling local teams from each country to independently develop strategies and accelerating the global rollout of products.
The photo shows a pop-up store within MINISO in Times Square, New York.
The photo shows a collaboration between Tamagotchi and Kurasushi in the United States. Our continued pursuit of such overseas collaborations, centered on Japanese restaurant chains, has helped to increase the recognition of Tamagotchi.

There’s growing interest in licensing, isn’t there?

HashimotoWe are fortunate to receive many proposals from various sectors, but we place great emphasis on compatibility between Tamagotchi and prospective licensed products. Our approach to out-licensing goes beyond simply placing “Tamagotchi” on a package. We strive to collaborate with licensee companies to craft products that can be part of customers’ daily lives and that align closely with Tamagotchi’s values of taking care of something and not having an “on/off” switch, which we have upheld since the brand’s inception.
I believe the most important aspect of out-licensing is that both parties work together with care and passion for their creation.
A particularly memorable recent success was our collaboration with UNIQLO to launch a lineup of Tamagotchi T-shirts and the Original Tamagotchi device under the company's UT brand. The products were rolled out at UNIQLO stores worldwide and resonated deeply with customers, creating significant social impact.

TsujiWe also have our sights on strengthening content production in visual works, music, and other areas. Unlike IPs that originated from animated works or games, Tamagotchi originated from a toy. Due to this unique origin, there is growing anticipation for bringing Tamagotchi to a global audience through the powerful medium of video.

HashimotoGoing forward, we have several major collaborations planned with leading companies in areas such as fashion, beauty, and food and beverages, which we will roll out not only in Japan but around the world. We hope you look forward to them.

TsujiPreviously, our primary objective was to sell Tamagotchi devices, but it has since changed. By expanding our lineup of devices alongside plush toys and other miscellaneous goods, we have been able to reach a much wider audience. This success is the result of 30 years of cultivating the Tamagotchi brand and instilling love for its characters and demand for its products in customers around the world. We are also advancing initiatives that combine the digital and physical realms, such as creating virtual spaces in Roblox—primarily in North America—that enable players to experience Tamagotchi online. The Group has come together to generate excitement for the Tamagotchi IP, and I am truly grateful for the strong support of my teammates, which inspires me to continue pressing forward.

The Tamagotchi IP has expanded far beyond its origins as an electronic toy into a variety of domains, becoming an IP loved across generations and regions.

Do you have a closing message for the shareholders and other investors?

HashimotoI believe the future growth potential of Tamagotchi lies in its quality of being “charmingly rough around the edges”—derived from the quirkiness that complements its cuteness—and the diversity of its cast of over 1,500 different characters is reflective of the times. Rather than allowing this endearing IP to be consumed as a fleeting trend, we will develop it into a part of people’s lives that is cherished around the world for years to come. I hope everyone looks forward to future developments in Tamagotchi.

TsujiFor the past 30 years, we have devoted ourselves to carefully nurturing the Tamagotchi IP. We believe that continuing to pursue the IP’s stable growth over the next 50 and even 100 years is essential to enhancing corporate value.
Tamagotchi has three strengths: a track record of success in the Toys and Hobby Business as well as the Digital and Amusement Businesses, expansion into many more domains via out-licensing, and tremendous growth potential in the global market. We will leverage the full capabilities of the Group to expand the brand’s possibilities.
I believe that the value of content lies not in its specs but in the relationships it generates. No matter how advanced technology becomes, products that resonate with users are what go on to be cherished for years to come. Our team will continue working together to develop Tamagotchi into an even greater IP and deliver value that exceeds shareholders' expectations.