Speculative Concept

Your first Tamagotchi says something about you. So does your fifth. From the first hatch to your 100th character, it’s always been more than a toy. Designed to be as unique as you. You never forget your first Tamagotchi. That’s the point.

Whether you’re popping it in your pocket, clipping it to your Birkin, or using it to keep your keys company, you can always count on Tamagotchi’s iconic design.

Originally created in 1996 by Aki Maita and Akihiro Yokoi, the Tamagotchi was first imagined as a wearable wristwatch before evolving into the now-iconic keychain. In 1997, Bob Nenninger shaped the visual identity for Western audiences, designing the original packaging, characters, and logo. Those crayon-style illustrations? That’s him. You remember them for a reason. Since then, Tamagotchi has made friends all over the world! Collaborating with fashion icons like Hiroshi Fujiwara (Fragment Design), Ader Error, Coperni, and A Bathing Ape.

To celebrate nearly three decades of play, care, and creativity, Tamagotchi partners with The Design Museum to showcase the legacy of a cultural phenomenon - from the original pixel pets to today’s collector editions.