Tamagotchi Marks 30 Years With New Era Plans * Science and Technology Times

Tamagotchi is celebrating its 30th anniversary with new products, expanded partnerships, and nationwide fan events.
The brand unveiled its milestone initiatives at New York Toy Fair, highlighting both nostalgia and forward‑looking developments.
A series of launches and activations will run throughout 2026, underscoring how the digital pet continues to evolve across generations.

A Legacy Brand Steps Into Its Fourth Decade

Tamagotchi enters its 30th year as one of the few digital toys to maintain cultural relevance across multiple generations. The anniversary program was introduced at New York Toy Fair, where Bandai Namco outlined a year of product releases, collaborations, and live experiences. New limited‑edition devices and collectible items form the core of the celebration, including the 30th Anniversary Tamagotchi and a range of Shokugan‑style magnets. Additional products are expected to be revealed later in the year, signaling an ongoing expansion of the brand’s ecosystem.

The anniversary also marks the return of the Tamagotchi USA Road Trip, which debuted last year and drew more than 15,000 fans across six stops. This touring event will expand to new cities in 2026, offering interactive experiences and community‑driven activities. Organizers aim to bring the celebration directly to fans nationwide, reinforcing Tamagotchi’s long‑standing connection with its audience. The tour’s growth reflects the brand’s strategy of blending nostalgia with modern fan engagement.

Bandai Namco Toys & Collectibles America emphasized that Tamagotchi’s longevity stems from its ability to evolve while preserving its emotional core. Senior Director Tara Badie noted that the anniversary serves as both a tribute to the past and a launchpad for future innovation. New partnerships and immersive experiences are designed to introduce the brand to younger audiences while reconnecting with longtime fans. This approach highlights how Tamagotchi continues to adapt to shifting consumer expectations.

The milestone year positions Tamagotchi not just as a retro icon but as an active participant in contemporary pop culture. Its presence at New York Toy Fair underscores the brand’s ongoing relevance within the toy industry. The combination of physical products, live events, and digital experiences reflects a multi‑channel strategy. Tamagotchi’s evolution demonstrates how legacy brands can remain visible in a rapidly changing entertainment landscape.

Retail Activations Bring the Anniversary to Life

A major component of the celebration is a high‑profile retail takeover at MINISO’s Times Square location. The store will host Tamagotchi‑themed installations from February 14 through March 1, transforming the space into an immersive brand environment. Visitors can explore photo opportunities, interact with themed displays, and visit The Lab Tama for special items compatible with Tamagotchi Paradise devices. Fan‑favorite character Mimitchi will make limited appearances on February 14 and 15, offering a short‑window meet‑and‑greet experience.

MINISO will feature exclusive products such as the Tamagotchi Sofmallow Kuchipatchi, TamaMori Stickers, and themed T‑shirts. The activation will also introduce first‑to‑market items, including lip and cheek products, Sunstar stationery, MiniMini ChibiNui plush figures, and Bikkura Bath Bombs Hair Ties. Weekend visitors can receive limited giveaways like visors and stickers while supplies last. These offerings aim to appeal to both collectors and newcomers discovering the brand for the first time.

Beyond Times Square, Tamagotchi’s anniversary initiatives extend into lifestyle and dining. A collaboration with CASETiFY will bring new licensed accessories, with additional partnerships to be announced later in the year. The brand is also entering the food and entertainment space through a Bikkura Pon dining experience with Kura Sushi USA, Inc. This expansion reflects Tamagotchi’s broader strategy of integrating into everyday culture beyond traditional toy retail.

The Original Tamagotchi Y3K line will also grow with new device and case sets. These additions provide fans with more customization options and reinforce the brand’s focus on personalization. Tamagotchi’s licensing and product strategy demonstrates how it continues to diversify its presence across categories. The anniversary year serves as a platform for exploring new formats and collaborations.

Celebrating With Fans Across the Country

Tamagotchi’s anniversary programming emphasizes direct engagement with its community. The expanded USA Road Trip will bring interactive experiences to more cities, building on the success of last year’s tour. Fans can expect hands‑on activities, live interactions, and opportunities to celebrate the brand’s history. These events aim to create shared moments that resonate across age groups.

The brand’s presence at New York Toy Fair offers attendees a preview of upcoming releases and initiatives. Visitors to the Bandai Namco booth can explore the future direction of the Tamagotchi line. The booth highlights both legacy products and new innovations, illustrating how the brand balances nostalgia with modern design. This approach reinforces Tamagotchi’s position as a long‑standing yet continually evolving franchise.

Tamagotchi’s 30th anniversary is not only a celebration of its past but also a demonstration of how it remains relevant in contemporary culture. The combination of retail activations, touring events, and new product lines reflects a comprehensive strategy. Fans are invited to participate in the milestone year through multiple touchpoints, from in‑store experiences to nationwide events. The anniversary underscores the brand’s commitment to staying present where its audience lives, shops, and plays.

The year‑long celebration highlights how Tamagotchi continues to adapt to changing consumer habits. Its expansion into lifestyle, dining, and digital experiences shows a willingness to explore new territory. The brand’s evolution over three decades illustrates how iconic toys can maintain cultural significance. Tamagotchi’s anniversary year serves as a reminder of the enduring appeal of interactive play.