Tamagotchi isn't the same thing you would have bought in the 1990s.
It still looks the same - a garishly coloured egg with a small digital screen and buttons - but the actual toy has much more functionality.
"Now you can connect with friends, you can play on Wi-Fi and download different items, and that's really combating that sense of fatigue that you might have gotten with some earlier models," Tamagotchi brand manager Priya Jadeja told the BBC.
The virtual pet officially relaunched in the UK in 2019 and has been growing since - with a perhaps surprising mix of players young and old.
"When we relaunched, we thought it would be a very millennial-focused relaunch," Ms Jadeja says.
"But it's being introduced to kids who've never had this sort of device before - it's really exciting to see them embracing it."
Unsurprisingly, the modern Tamagotchi isn't the same thing you would have bought in the 1990s.
It still looks the same - a garishly coloured egg with a small digital screen and buttons - but the actual toy has much more functionality.
"Now you can connect with friends, you can play on Wi-Fi and download different items, and that's really combating that sense of fatigue that you might have gotten with some earlier models," Tamagotchi brand manager Priya Jadeja told the BBC.
The virtual pet officially relaunched in the UK in 2019 and has been growing since - with a perhaps surprising mix of players young and old.
"When we relaunched, we thought it would be a very millennial-focused relaunch," Ms Jadeja says.