The Tamagotchi, the pixelated virtual pet that became popular in the nineties, celebrates three decades since its launch in 2026, having sold over 100 million devices. It returns to its origins in Tokyo with a traveling exhibition.

Playing with, feeding, and cleaning up after a digital pet was the successful formula that propelled these egg-shaped toys to worldwide fame. They are now an icon of collective nostalgia, amid a wealth of collaborations, while new technologically updated models continue to arrive in toy stores.

As the first commemorative act for these three decades of history, the Roppongi Museum in Tokyo opened its doors to the 'Tamagotchi Grand Exhibition,' a traveling exhibition that will continue through the Japanese cities of Nagoya, Mito, and Osaka.

A Nostalgic Journey Inside Tamagotchi

The exhibition invites visitors to transport themselves inside a Tamagotchi, exploring its pixelated world through immersive installations with screens and spaces that recall the experience of caring for the digital pet.

The tour explores the toy's technological and visual evolution, from the first monochrome models to current devices with WiFi connectivity, color images, infrared communication, or touch screens.

Furthermore, the anniversary is celebrated with exclusive limited-edition models designed by Japanese creative director and artist Mitsuhiro Higuchi. These feature their characteristic eggshell in the form of a colorful "geological layer," symbolizing the toy's three decades of life and success, according to the organizers.

A Global Phenomenon

Tamagotchi went on sale in Japan in November 1996 and became an immediate social success, with stock shortages and over 10,000 daily inquiries from consumers unable to acquire the device during its first few months.

Its international expansion was also rapid. In just eight months, the toy reached ten million units sold, a record figure in a sector where one million was already considered a great commercial success.

Since then, Bandai has released 38 different models and has surpassed 100 million devices sold worldwide, with more than half of its sales concentrated outside Japan, according to the company's latest data.

The Resurgence of Tamagotchi

After several ups and downs, the franchise is currently experiencing its fourth major boom, according to the company, driven by the reissue of the Tamagotchi Original, collaborations with fashion brands, and a strong connection with the nostalgia of those who grew up in the nineties.

The current resurgence of Tamagotchi is part of the rise of the so-called 'Heisei Retro' trend, which recovers the aesthetics, objects, and Japanese popular culture of the late nineties and early 2000s, in an exercise of nostalgia for an era that witnessed the transition from analog to digital.

Unexpectedly driven by the so-called Generation Z, this phenomenon has brought back icons like Tamagotchi, Pokémon, or flip phones, which are now incorporated as accessories, carried in bags and on clothing, and given a new meaning beyond being mere toys.