Tamagotchi, Bandai's digital pet that caused a massive boom primarily among high school girls upon its release on November 23, 1996, is celebrating its 30th anniversary. To commemorate this, the "Great Tamagotchi Exhibition," a traveling exhibition across Japan, will kick off at Roppongi Museum in Tokyo on January 7, 2026 (Wednesday). In celebration, a collaboration with MEDICOM TOY, which also marks its 30th anniversary in 2026, has been decided with the release of "BE@RBRICK x Tamagotchi" and "BE@RBRICK Tamagotchi x BE@RBRICK 400%". We spoke with Tomoko Hirano of Bandai's Toy Division, Planning Team 1, who was in charge of developing these products.

 

Tamagotchi: Aiming to be a Japanese "Culture" Amidst the Fourth Boom

 

The boom continued, with a 10th-anniversary event in 2006 and the release of "Tamagotchi Plus Color" with a color LCD in 2008. Furthermore, numerous media mix projects, including movie and TV anime adaptations, expanded its popularity, primarily among elementary school students, establishing it as an IP (Intellectual Property). This period marks the third boom.

 

The current popularity, referred to as the fourth boom, began in 2022 when "Original Tamagotchi," the Western version of the first "Tamagotchi" and "New Species Discovery!! Tamagotchi," was re-imported and released in Japan.

 

Coinciding with the Heisei retro boom, "Tamagotchi Revival" garnered significant media attention. In 2023, "Tamagotchi Uni," the first to feature Wi-Fi, was released. The "Heisei girl-selling" boom, which saw a resurgence in the popularity of IPs and culture popular among elementary school girls during the Heisei era, fueled the trend of Tamagotchi-related merchandise, including devices, among those in their 20s and 30s in 2025.

 

 

 

 

HiranoSince its international expansion began in 1997, the Tamagotchi logo has become recognized worldwide. Notably, the "Original Tamagotchi" with its ball chain has been worn by celebrities and influencers globally, establishing its context as a fashion item. Collaborations with popular brands have also emerged, and this format is becoming increasingly established. We are delighted to be working with MEDICOM TOY on this occasion.

 

 

 

HiranoThe "Great Tamagotchi Exhibition" is based on the concept, "Inside the Tamagotchi screen. Dive beyond it." We've developed the exhibition around the idea: "If we could actually enter the Tamagotchi screen, what kind of world would unfold?"

 

Upon passing through the Tamagotchi device-shaped gate at the entrance, visitors will see the scenery from different eras projected onto monitors, as if they themselves have become baby Tamagotchi. For example, you'll see scenes of high school girls, who ignited the first Tamagotchi boom, excitedly picking up a Tamagotchi in a store, exclaiming, "I found a Tamagotchi!"

 

In the "Tamagotchi Rooms" section, the rooms of Mametchi, Kuchipatchi, and Mimitchi are displayed, offering a glimpse into their daily lives. The "Growth Experience Room" allows visitors, who initially enter as baby Tamagotchi, to experience their subsequent growth through monitors.

 

This is the first time we're offering an experience where visitors can witness their growth from within Tamagotchi, and we believe it will be enjoyable for all age groups. Additionally, there's a corner tracing Tamagotchi's history, and the sight of numerous Tamagotchi gathered together is truly impressive.

 

 

 

 

HiranoThis is actually the first time both companies have engaged in a mutual collaboration simultaneously for Tamagotchi. When we initially proposed 100% and 400% BE@RBRICKs, MEDICOM TOY suggested, "Since we're both celebrating our 30th anniversaries, why not deepen our collaboration a bit more?" This led to the collaboration on the Tamagotchi device as well.

 

 

We thought it would be adorable if the Tamagotchi characters were in the same poses as the BE@RBRICKs. We proposed the concept of "What if BE@RBRICK were in the Tamagotchi world?" to MEDICOM TOY, and they readily agreed, resulting in the artwork that also appears on the packaging.

 

 

 

HiranoThe sight of numerous BE@RBRICKs in the same shape but with different patterns is quite striking. Therefore, I wanted to depict a scene where colorful BE@RBRICKs and Tamagotchi, like gummy candies, are amicably surrounding the screen.

 

To add depth, Mametchi and Kuchipatchi are shown in a quarter view rather than straight on. The BE@RBRICKs are also in the same poses using pixel art, so we hope you'll pay close attention to that detail. We chose a milky white color for the device, as it best showcases these colorful designs.

 

 

 

HiranoWe've had plastic cases shaped to fit Tamagotchi before, but this is the first time we've produced one with a completely new shape.

 

MEDICOM TOY approached us, saying, "We'll provide the BE@RBRICK data, so could you please create a case for it?" We gratefully referred to their data. We also experimented with several colors for the case, and decided on a glitter-infused clear finish because it would allow the colorful device to be seen better.

 

When the samples of the device and case arrived, along with the packaging die-cut to resemble a BE@RBRICK face, I happened to have a meeting at the office, so I immediately brought them to everyone and proudly showed them off, saying, "Look what cute things we made!" (laughs)

 

 

 

HiranoBE@RBRICK is a brand that has established itself as a "culture" spanning fashion, art, and lifestyle. Tamagotchi was also just beginning to move beyond being merely a toy and proposing itself as a cultural entity. Therefore, I was deeply moved to be able to collaborate as fellow IPs originating from Japan.

 

We hope that visitors to the "Great Tamagotchi Exhibition," including both BE@RBRICK and Tamagotchi fans, will be able to experience these collaborations firsthand.