Fashion, cosmetics and K-pop collaborations help pet device reach new audiences
Japanese toy maker Bandai is accelerating efforts to utilize its Tamagotchi digital pet device intellectual property. (Source photos by Hiroyuki Kobayashi and Bandai)
YURIKA YONEDA
October 12, 2026 10:52 JST
TOKYO -- Japanese toy maker Bandai's digital pet device Tamagotchi, which marks the 30th anniversary of its launch next month, is expanding its presence in Asian markets including South Korea and China, accelerating its overseas expansion through a growing licensing business.