Tamagotchi 20th anniversary
The 20th anniversary of Tamagotchi was celebrated in 2016, marking 2 decades since the iconic virtual pet toy first launched in Japan in 1996. Here’s a brief overview of what happened:
On November 23, 2016, Bandai, the company behind Tamagotchi, released a special Tamagotchi 20th anniversary edition in Japan. This wasn’t just any re-release, it was a nostalgic throwback to the original version that had captivated millions of kids (and adults) 20 years earlier.
The 20th anniversary edition closely resembled the original egg-shaped device complete with a simple black-and-white screen and 3 buttons. It came in 6 different shell designs, each based on the original color variations from 1996. The gameplay was also kept true to the original, offering a simpler experience compared to more recent, feature-rich versions.
Tamagotchi 20th Anniversary Celebration
- Limited release in Japan:
The anniversary edition Tamagotchi was initially released only in Japan on November 23, 2016. This strategy created a sense of exclusivity and nostalgia, particularly appealing to the Japanese market where Tamagotchi originated. The limited availability also generated buzz internationally, with fans from other countries eagerly seeking ways to import the special edition. - Sell-out success:
The Tamagotchi 20th anniversary edition flew off the shelves in Japan. Many stores reported selling out within hours of the release. This immediate success demonstrated the enduring appeal of Tamagotchi and the power of nostalgia. It also created a secondary market where prices for the anniversary edition soared, sometimes reaching several times the original retail price. - Social media campaign:
Bandai launched a comprehensive social media campaign to accompany the release. This included:
- A dedicated hashtag for fans to share their Tamagotchi memories
- Posts showcasing the evolution of Tamagotchi over 20 years
- Contests where fans could win anniversary edition Tamagotchis
- Behind-the-scenes looks at the creation of the Tamagotchi 20th anniversary edition
The campaign successfully engaged longtime fans and introduced Tamagotchi to a new generation.
- Pop-up exhibitions:
In select cities, primarily in Japan, Bandai organized small pop-up exhibits. These showcased:
- A timeline of Tamagotchi models from 1996 to 2016
- Original concept art and design documents
- Interactive displays where visitors could play with various Tamagotchi models
- Exclusive merchandise related to the 20th anniversary
These exhibitions provided a tangible way for fans to engage with Tamagotchi history.
- Online retrospectives:
Many technology, gaming and pop culture websites published in-depth articles about Tamagotchi’s 20-year journey. These typically included:
- Interviews with original creators and Bandai executives
- Analysis of Tamagotchi’s impact on toy design and digital pets
- Personal essays from writers recounting their Tamagotchi experiences
- Speculation about the future of Tamagotchi and virtual pets
These articles helped contextualize Tamagotchi’s significance in pop culture history.
- Collector’s items:
The Tamagotchi 20th anniversary edition quickly became a hot item among collectors. This manifested in several ways:
- Rapid price increases on secondary markets like eBay
- Collectors purchasing multiple units to keep in mint condition
- Renewed interest in collecting older, rarer Tamagotchi models
- Creation of online communities focused on Tamagotchi collecting and trading
Each of these events contributed to making Tamagotchi’s 20th anniversary a significant moment for the brand. They not only celebrated its history, but also rekindled interest in the toy, setting the stage for future releases and cementing Tamagotchi’s continued relevance in the toy market.
Tamagotchi Connection Re-release
The Tamagotchi Connection re-release was an exciting event for both longtime fans and newcomers to the world of virtual pets. Originally launched in 2004, the Tamagotchi Connection was a more advanced version of the ’90s classic, featuring a larger screen and the ability for Tamagotchis to interact with each other.
In 2017, riding the wave of nostalgia following the Tamagotchi 20th anniversary celebration, Bandai decided to bring back this popular model. The re-release stayed true to the 2004 version, keeping its iconic egg shape and colorful designs while offering multiple characters to raise and mini-games to play. Unlike the limited Tamagotchi 20th anniversary edition, this re-release was available worldwide, making it accessible to a global audience.
It was a hit with both millennials who grew up with Tamagotchi and younger users experiencing it for the first time. The Tamagotchi Connection re-release struck a perfect balance between old-school charm and modern features, helping to revitalize the Tamagotchi brand and pave the way for future versions. Its success showed that there’s still a lot of love for these little virtual pets, proving that some toys truly are timeless.
Overall, the Tamagotchi 20th anniversary celebration was more than just a product release. It was a global event that brought together multiple generations of Tamagotchi fans, sparked conversations about nostalgia and toy design, and proved that even in the age of smartphones, there’s still a place for simple, charming virtual pets.
