It’s managed to update the Tamagotchi in a way that feels relevant and desirable for modern audiences. Yet with the release of the Tamagotchi Uni, Bandai Toys has done something surprising. We’re a long way from those days now – and in an era dominated by function-rich smartphones with easily accessible mobile games and apps, the humble Tamagotchi no longer has novelty. Their influence and power was so felt on the school playground that many institutions had to ban them outright, forcing kids to sneak feeding sessions away from watchful eyes, lest their companion Tamagotchi die from hunger. Tamagotchi toys and devices were featured in McDonald’s Happy Meals, and merchandise could be found on Target and Kmart store shelves by the truckload. It dominated advertising on prime-time television. There was a time when the humble Tamagotchi ruled the discourse.
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