Tamagotchi will celebrate its 30th anniversary in 2026. Any ‘90s kid (or their parents!) will have heard of these Japanese-produced “digital pets.” They were small, handheld devices containing pixelated animals.
Tamagotchi collecting traces its roots back to the mid-1990s when Bandai released the first digital pet into a world primed for portable, interactive entertainment. Priced at $18 at launch, these egg-shaped devices captured imaginations by demanding constant care like feeding, playing with, and cleaning up after a virtual pet that could “die” if neglected. Original Tamagotchis could breathe their last in less than half a day if they did not receive proper attention from their owners. This demand quickly became a problem for teachers because kids would bring their Tamagotchis to school and be more focused on them than on their classes.
Unlike other ‘90s collectibles such as Pokémon cards, Tamagotchis came in hard plastic shells, meaning many have stood the test of time well.
High-Value Items
Incredibly, some rare Tamagotchis are worth thousands of dollars today. “Aussie Shell,” for example, was a special edition Connexion V3 exclusively released in Australian Toys R Us stores. One sold in 2021 for exactly $10,000—representing a nearly a 50,000% profit on the original sale price.
Other region-specific releases can go for fairly high prices. Color schemes like “Pink Butterfly” and “Blue Hearts” were never released in North America, and are worth a few hundred dollars to collectors.
Another rare item is the Tamawalkie Pedometer, originally produced by Bandai in 2008. It was only sold in Asia and Australia. Made to resemble a UFO, the Tamawalkie is essentially a small game device where the digital pet must earn “Mile Points” to repair a damaged spaceship. Designed to get kids walking, no one can argue with the good intentions behind this product or the price. One in good condition, without the original box, went for $5,100 in 2023.
High-value Tamagotchis typically share specific characteristics: they were produced in limited quantities, were region-exclusive (often only released in Japan), or featured unique colors and characters not found in mass-market models. One unboxed rare Yasashii Blue Rainbow from 1997 went for $750 in 2024, despite not being in great condition.
The Tamagotchi Devil variant ranks among the rarest of early-generation devices. Devilgotchis, as they are known, are often cited as the most valuable first-edition Tamagotchi, with intact working ones changing hands for anywhere between $300 and $500, depending on condition. One from 1998 in its original unopened packaging reached nearly $1000 in 2024.
Most Tamagotchis will not command such high prices these days, but many less rare versions are still worth hundreds of dollars. Tamagotchis from the early production runs in their original Japanese packaging can be picked up for under $100.
Still Going Strong?
Bandai still makes new Tamagotchis. These tend to be more user-friendly—it takes longer for pets to die if left unattended. Modern Tamagotchis also have color displays and internet connectivity. The Tamagotchi On can be picked up new for around $60, while modern re-issues of the originals sell for $20 – $25. Some rare ones go for hundreds of dollars. In April 2025, a rare Azure Blue Fairytale Dream Hearts shell sold for $220.
The even more recent Tamagotchi Uni tops several bestselling electronic pets lists and brings back the pedometers seen in the Tamawalkie classics. A new Uni will set you back $60, but given the history of Tamagotchi, it will likely increase in value over time, especially after the Uni line is discontinued. A Tamagotchi sold exclusively in the Asia/Oceania/Australia region will prove more collectible in the long run.
Sales figures underscore the brand’s enduring appeal—over 100 million units have been sold worldwide, cementing Tamagotchi’s place among the bestselling electronic toys ever. Several online communities thrive, including Discord servers, Reddit subforums, and dedicated collector websites. These offer up-to-date pricing information, as well as avenues for collectors to trade. If you know a lot about Tamagotchis, you could even make money providing authentication services.
Final Thoughts
The emotional resonance of caring for a digital pet fuels a nostalgia-driven pursuit that often outweighs pure profit motives. Rediscovering the tactile pleasure of pressing the care buttons, listening to the familiar beeps, and watching favorite characters evolve.
Whether one collects for sentimental reasons, potential returns, or both, the Tamagotchi community thrives on shared passion. The continued release of new devices and the enduring popularity of vintage ones mean the world of Tamagotchi collecting will remain vibrant long after the 30th anniversary.
Matthew Doherty is a writer, editor, and teacher specializing in all things history-related. His work has been published in the UK Defence Journal, the Small Wars Journal, and The Collector. He holds an MSc from the University of Edinburgh and a BA from the University of Leeds. In his spare time, he also writes science fiction stories.
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