The Tamagotchi story began in the Toshima City ward of northwest Tokyo, when toy executive Akihiro Yokoi was inspired by an advertisement in which a boy wasn’t allowed to bring his pet turtle on vacation. [Ed: First world problem] Yokoi, the owner of “a dog, three cats, two parrots, and several beetles and other insects” identified with the boy’s longing. If it wasn’t always possible to take living pets along, he reasoned, why not bring a virtual one? He got working with developer Aki Maita of toymaker Bandai, and the rest is Tamagotchi history.

Tamagotchi’s release was met with instant success, becoming a global phenomenon almost overnight. By the late 1990s, it had sold tens of millions of units worldwide and became a defining toy of the era. Yokoi and Maita were awarded the satirical Ig Nobel Prize in 1997: “for turning millions of work hours into lost time taking care of virtual pets”.

The gameplay was simple yet captivating. Players would hatch a digital creature and care for it by feeding it, playing with it, cleaning up after it, and even disciplining it. Neglecting the pet could lead to sickness, unhappiness, or even death – requiring the user to start over with a new egg. The digital pet idea echoed the simplicity of the Pet Rock but with added technological engagement.

The emotional connection users formed with their Tamagotchis was both a strength and a source of controversy. Teachers reported disruptions in classrooms as students tried to care for their pets during school hours, while some parents were concerned about the emotional distress their children experienced when a Tamagotchi died.

Within weeks of Tamagotchi’s US release, some parents became unsettled by their children’s hysterical tears or sudden depression upon their virtual pets’ deaths. "The toy creates a real sense of loss and a mourning process," Andrew Cohen, a psychologist at the Dalton School in Manhattan, told The New York Times in 1997. "Kids want to nurture and take care of pets—it gives them a feeling of empowerment and self-importance—but here the consequences are too high. It's out of control."

Despite these challenges, the toy became a cultural icon, frequently referenced in TV shows and movies, and was even sometimes worn as a fashion accessory.

Decades later, Tamagotchi continues to evolve and adapt to modern technology. Recent versions feature colour screens, Bluetooth connectivity, and even smartwatch adaptations like the Tamagotchi Smart. Mobile apps such as My Tamagotchi Forever have introduced the classic toy to a new generation, blending nostalgia with modern gaming trends.

And a dedicated online fan base has remained steadily devoted. Dani Bunda is an active member of Tamagotchi Facebook groups, where she helps fellow fans price their collections and spot scams. She also regularly posts videos to her PandaBunny YouTube channel, where she helps thousands of subscribers translate Japanese Tamagotchis.

Finally, and in terms of the amount of attention they request through regular beeps, Tamagotchis could be regarded as anticipators of our own relationship with smartphones – always interrupting our daily flow with notifications. So, blame it on the Tamagotchi.
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References

wikipedia.org/wiki/Tamagotchi
tamagotchi-official.com
smithsonianmag.com/innovation/keeping-tamagotchi-alive
polygon.com/2017/10/10/16449938/tamagotchi-release-2017-price-date
nytimes.com/1997/09/07/world/hatchling-of-pet-lover-is-the-rage-of-toylands
maize.io/magazine/tamagotchi-story

Images

1. Tamagotchi. Image credit: tamagotchi-official.com
2. Akihiro Yokoi
3. Aki Maita
4. Original Tamagotchi
5. Tamagotchi package from the 1990s. Credit: Arterra for Getty Images
6. Crowd outside FAO Schwartz in New York where 10,000 Tamagotchi were sold in one day at US$17.99 each
7. Peak Tamagotchi
8. Tamagotchi Official shop in Harajuku, Tokyo, 2012
9. Tamagotchi Smartwatch
10. Dani Bunda and her PandaBunny YouTube channel