Tamagotchi, the digital pet launched in 1996, marks its 30th anniversary in 2026 with an itinerant exhibition in Tokyo. The display at the Roppongi Museum offers an immersive experience in the pixelated world of the toy, which has sold over 100 million units. The event highlights its technological evolution and resurgence driven by nostalgia.
Popular since its launch in Japan in November 1996, Tamagotchi became an instant success with stock shortages and over 10,000 daily consumer inquiries in its first months. In just eight months, it reached 10 million units sold, a record in the toy sector where one million was already considered a major success. Bandai, its creator company, has launched 38 different models and exceeded 100 million global sales, with more than half outside Japan.
As the first commemorative act for its three decades, the Roppongi Museum in Tokyo opened the Tamagotchi Grand Exhibition, an itinerant show that will visit Nagoya, Mito, and Osaka. Visitors immerse themselves in Tamagotchi's pixelated world through immersive installations with screens and spaces recreating the experience of caring for the digital pet, such as playing, feeding, and cleaning its excrement.
The exhibition explores the toy's evolution from initial monochrome models to current versions with WiFi connectivity, color images, infrared communication, and touch screens. It also features exclusive limited-edition models designed by Japanese artist Mitsuhiro Higuchi, with the egg shell shaped as a colorful 'geological layer,' symbolizing three decades of success.
Currently, Tamagotchi is experiencing its fourth major boom, driven by the re-edition of the Original model, fashion brand collaborations, and 1990s nostalgia. This resurgence fits into 'Heisei Retro,' a trend reviving late-1990s Japanese pop culture, popular among Generation Z, who use it as an accessory in bags and clothing.
