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REVIVAL OF THE TAMAGOTCHI - JAPAN GOES BACK TO BASICS

Iffath Sana
REVIVAL OF THE TAMAGOTCHI - JAPAN GOES BACK TO BASICS

Tamagotchi is virtual pet game that was immensely popular back in the 1990s. The name comes from the Japanese word for egg, 'tamago', and the English word 'watch', according to Bandai – a fairly literal name considering that the game practically entails having to hatch your Tamagotchi egg into a pet and then look after said pet. The digital pet could also die if not taken care of properly and then users would have to start all over again. 

Bandai first debuted its pixelated pet game in Japan in 1996, and in the U.S. in 1997, a time during which almost every kid could be seen carrying a Tamagotchi around on a keychain. Despite the graphics being very, very basic, back then, the game was revolutionary. 

Since then, the game has been revamped over the years, in keeping pace with advancing technology, with colored, more complex versions. But if the hype over the first version being reintroduced to the market is any indication, people will always hold on to their childhood memories. Adults gripped by nostalgia at their favorite game hitting the shelves again have been raving about the game all over twitter. (include twitter screenshots) 

Despite a few missing icons and its slightly smaller size, the re-released Tamagotchi stays true to the original, with its monochromatic display and six original Tamagotchi characters, according to The Telegraph. The devices are available now from Amazon Japan for 2,000 yen ($18).

The relaunch of the first Tamagotchi is a typical marketing approach being seen among manufacturers lately concerning nostalgia-inducing products, ranging from TV shows, movies to toys and even apparel. 90s kids were the last generation that displays strong emotional bonds to shows and objects from their time, attributable to the steep shift in trends in the past 2 decades. Brands have been capitalizing on these sentimentalities recently as almost all 90s kids have stepped into adulthood. It can be safely predicted that we’ll be seeing a lot more of these relaunches in the near future. 
 

April 19, 2017
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A freelance writer, Iffath's interests lie in fictions, people, crafts and music.

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