“Tamagotci Uni” won the Japan Toy Award 2023 Communication Toy Category Grand Prize.
Tamagotchi is now connected to the world. The Tamagotchi Uni (hereafter referred to as Tamagotchi Uni), which is the first model in the history of Tamagotchi in its 27th year and is equipped with a Wi-Fi communication function, will be released simultaneously worldwide from July 15th.
It was unveiled at the “Tokyo Toy Show 2023” held from June 8th to 11th.
Tamagotchi Uni won the grand prize in the communication toy category at the “Japan Toy Awards 2023”. What has changed in the 27th year, what has not changed. Let’s take a look at the evolution of Tamagotchi.
“Tamagotchi” Connects to the World Using AWS
When a Tamagotchi puts on the VR goggles, it can go to Tamaverse, the Tamagotchi’s metaverse.
The biggest feature of Tamagotchi Uni is the Wi-Fi communication function. Simultaneous connections and updates are now possible. You can connect with users around the world, participate in events, and enjoy additional content such as items in Tamagotchi’s metaverse “Tamaverse”.
You don’t need to be connected to Wi-Fi all the time to visit the Tamaverse. Although users who can meet in Tamaverse are added with each update, you can also play offline, including other training content.
Since it is a “toy”, it is possible to connect with users all over the world, but it does not have user-generative elements (users post content like SNS), and limited greetings such as greetings. It’s all about communication,” says Asaki Murakami of the Bandai Toy Division Global Toy Planning Department.
For IoT, we are using the cloud service “AWS IoT” of Amazon Web Service (hereafter referred to as AWS).
“I think it’s quite rare for AWS to be involved in the toy industry. This is the result of Bandai’s best efforts to ensure that customers can connect to Wi-Fi and play with peace of mind.”
He explained the reasons for adopting AWS as a robust and secure cloud environment.
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The identity “ABC button” is also revived
Tamagotchi uni that corresponds to the wristband type.
Speaking of Tamagotchi, there is a strong impression of a “strap type” that can be attached to a bag or hung from the neck, but from the previous model “Tamagotchi Smart (hereinafter referred to as Tamagotchi Smart)”, a smartwatch-inspired design that can be used as a wristband. is employed.
The touch LCD of the previous model was abolished, and the familiar A / B / C buttons were revived.
The wristband style is inherited in the latest version, but the touch liquid crystal that was first adopted in Tamagotchi Smart is abolished. The three buttons, A/B/C, which are the basic operation method of Tamagotchi, have been revived.
“It’s easy to operate, and it was like an identity for Tamagotchi, so we decided to go back to three buttons.” (Mr. Murakami)
The Tamagotchi Smart is priced at 6,380 yen (including tax), while the Tamagotchi Uni will be sold at 8,250 yen (including tax), which is about 2,000 yen higher.
“In the market, materials such as liquid crystals are soaring, and the data volume of the main unit is increasing so that everyone can enjoy it, so we are offering it at this price.” (Mr. Murakami)
Marriage system changed to “Become a ‘partner’ with Tamagotchi”
There were also changes over time.
The “marriage” system that uses the “pairing” function between users, which has been introduced so far, has changed the expression method to “become a “partner” with Tamagotchi.
“Actually, the number of male users of Tamagotchi Smart is increasing. Originally, I had a strong image of it being something that girls would play, but I want everyone to enjoy it peacefully and comfortably, regardless of gender.” (Murakami) Mr)
I want Tamagotchi to be loved across generations and borders
Video creator kemio and TikToker’s Charli D’Amelio are appointed as image characters “TAMA FAMILY”.
Since its release in 1996, more than 91 million Tamagotchi units have been sold worldwide (as of the end of March 2023). People in their 30s and 40s used black-and-white LCDs, and people around 25 used infrared functions.
Kemio, a video creator who was appointed as the image character “TAMA FAMILY”, is also a popular person, especially among the Z generation, which is the generation above the age of 6 to 12, which is the core target. It is said that the aim is to “create trends from the upper generation and pass them on to the lower generation.”
“Many people say that Tamagotchi is ‘nostalgic’, but in fact, it is equipped with Wi-Fi and a color LCD, and it continues to evolve while protecting it. ‘Tamagotchi is stylish and cool.’ I hope it will be an opportunity for you to feel like this.” (Mr. Murakami)
With Tamaverse, you can also travel to tourist destinations in various countries with users from all over the world.
In addition to Japanese, Tamagotchi Uni supports seven languages: English, Spanish, French, Italian, Portuguese, and Dutch, and is planned to be deployed in a total of 35 countries and regions overseas, including North America and Europe. In addition to kemio, TAMA FAMILY welcomes Charli D’Amelio, an influencer with over 150 million TikTok followers, to focus on developing IP business across borders.
“We want to expand the potential of Tamagotchi as an IP that can be deployed worldwide,” said Mr. Murakami, expressing his enthusiasm for overseas expansion.
Source: BusinessInsider
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