Bandai is accelerating its licensing business for its Tamagotchi digital pet device, expanding its presence in Asian markets including South Korea and China. The iconic toy, which celebrates its 30th anniversary, has seen global sales double between 2022 and 2023, driven by nostalgia and new audiences.
Bandai's strategic expansion of its Tamagotchi licensing business in Asia highlights the enduring appeal of nostalgic digital toys and the potential for established brands to find new life through diverse partnerships, potentially driving revenue growth for the company and its collaborators.
Bandai is intensifying its global expansion for its iconic Tamagotchi digital pet device, with a particular focus on Asian markets like South Korea and China. The company is leveraging its growing licensing business to reach new audiences.
Tamagotchi, which launched in 1996 and is celebrating its 30th anniversary in 2026, has seen a significant resurgence. Global sales doubled between 2022 and 2023, with over 91 million units sold worldwide by 2023. This growth is attributed to millennial nostalgia and the brand's appeal to younger generations.
The company is pursuing various collaborations, including with fashion brands, cosmetic companies, and K-pop artists, to further expand the device's reach. Recent initiatives include the launch of Tamagotchi Paradise in July 2025, featuring an advanced raising system and multiple explorable planets. Bandai also partnered with CASETiFY and Kura Sushi USA in early 2025, and launched a Tamagotchi-themed board game.
To commemorate its 30th anniversary, Tamagotchi has been honored with a 2025 induction into The Strong National Museum of Play's World Video Game Hall of Fame. The brand also held a retail takeover in Times Square in February 2026, an exhibition at Tokyo's Roppongi Museum in January 2026, and a stationery collaboration with Hobonichi Techo.
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