Tamagotchi Craze Back In The UK As Store Opens To Meet Demand

Tamagotchi is enjoying a resurgence.

While the modern Tamagotchi still resembles its 1990s counterpart—a brightly colored egg with a small digital screen and buttons—the device now comes with expanded functionality.

The egg-shaped toy, which became a global sensation in the 1990s, is seeing renewed popularity, and several attempts to revitalize the brand have finally paid off for its owner, Bandai Namco. Tom Gerken and Zoe Kleinman reported for BBC News.

Global sales more than doubled between 2022 and 2023, according to the company, and Tamagotchi has now opened its first store in the UK—something it didn’t even do during its 1996 heyday.

The new Tamagotchi shop in Camden Market, London, offers a nostalgic experience, with shelves full of the digital pets and a giant Tamagotchi on display in the back.

While the modern Tamagotchi still resembles its 1990s counterpart—a brightly colored egg with a small digital screen and buttons—the device now comes with expanded functionality.

"Now you can connect with friends, play on Wi-Fi, and download various items," Tamagotchi brand manager Priya Jadeja told the BBC.

These features are designed to combat the fatigue that might have accompanied earlier versions. The virtual pet was officially relaunched in the UK in 2019 and has seen growing popularity since, attracting both young and older players.