pop & funWikipedia1996 · Japan

Tamagotchi began as a keychain pet that sold around 40 million units and then nearly bankrupted its maker

the gist

The Tamagotchi is a keychain-sized virtual pet, released by Bandai in Japan in November 1996, whose egg-shaped digital creature must be fed, cleaned and entertained or it dies. Its designers, Akihiro Yokoi of WiZ and Aki Maita of Bandai, were originally aiming at a wristwatch-style gadget, and the egg shape may have been chosen to resemble a pocket watch. Bandai first marketed it to teenage girls, and demand far outstripped supply, so staff were even banned from carrying bags with the company logo for fear of theft. The craze faded by 1998, leaving unsold stock that cost Bandai 6 billion yen, but the brand was revived in 2004 with a more cautious launch.

so what

The Tamagotchi shows how a simple, emotionally sticky toy can create a huge market almost by accident, and how fast fashion can turn into overproduction. Its story is an early template for the modern cycle of hype, shortage, glut and nostalgia revival that many gadgets and games have followed since.

fun fact

Its two creators shared the 1997 Ig Nobel Prize for economics, a prize that honours research that first makes people laugh and then makes them think.

more on this

key facts

Country
Japan
Founded
1996
Published
November 1996
Created by
Aki Maita

Facts: Wikidata (CC0)

From Wikipedia, the free encyclopedia · text CC BY-SA 4.0

Photo: Tomasz Sienicki [user: tsca , mail: tomasz.sienicki at gmai…, CC BY-SA 3.0, via Wikimedia Commons