Photo/Illutration The latest Tamagotchi model released in July (Hirotaka Yamaguchi)

Tamagotchi, the globally popular virtual “pocket pet” game, has shipped more than 100 million total units worldwide as of August, three decades after the game’s release, Bandai Co. announced on Aug. 28.

The toy has been sold in about 50 countries and regions, and released 37 models. A resurgence in interest among former fans has sparked a fourth wave of Tamagotchi popularity this year.

Tamagotchi is an egg-shaped handheld game in which players feed and take care of a virtual pet that hatches from an egg and grows. The creature’s appearance changes depending on how it is raised by the player.

The first Tamagotchi model was launched in November 1996, sparking a massive craze among teenagers in Japan. Long lines formed at stores, and Tamagotchi rapidly sold out nationwide.

From 1997, Tamagotchi was also sold overseas, including in the United States, further expanding its popularity.

Since then, Tamagotchi has seen renewed popularity multiple times.

The second Tamagotchi fad came in 2004, when the game introduced infrared data communication that allowed Tamagotchi pets to interact with each other.

The third wave in popularity came in 2008, when the screens became colored.

This year, another Tamagotchi boom is reportedly under way, sparked by the release of the 37th model, “Tamagotchi Paradise,” in July.

This version allows the devices to connect with each other so that Tamagotchi creatures can fight, become family and have children. These new functions have captivated fans.

In addition to the three buttons that have been standard since the first Tamagotchi model, “Tamagotchi Paradise” introduces a new zoom in/out dial.

With the new dial, users can observe their pets growing from a cosmic perspective or zoom in to see them at a cellular level, offering new ways to enjoy the game.

The massive boom in sales has been partly attributed to parents who played with Tamagotchi when they were young.

Miyuki Nakashima of Bandai’s corporate planning department explained this trend, saying, “We’ve gained support from ‘kidults,’ who want to share the nostalgic toys they loved as children with their own kids at home.”

The portmanteau “kidult” is a blend of “kid” and “adult,” referring to adults who still enjoy toys with a childlike spirit.

While Tamagotchi’s main users have been teenagers, the game is now gaining popularity among these adults as well.

However, with the addition of more advanced features and rising component costs, the product’s price has increased.

The new “Tamagotchi Paradise” sells for 5,800 yen ($40) excluding tax, nearly three times the price of the first model, which was 1,980 yen.

“Since its launch, Tamagotchi has been loved around the world. It has allowed people to experience the joy of caring for their pets, the fun of nurturing them and the value of life,”  said Taro Tsuji, Bandai’s managing director and CTO (chief Tamagotchi officer), who has been involved in development since the release of the first model.

“We want to continue evolving the toy to bring joy and inspiration across generations and borders.” 

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