Tamagotchi is a handheld pet-raising toy first released by Bandai on November 23rd, 1996. Born from the innovative concept of raising a virtual pet in an egg-shaped toy with an LCD screen, Tamagotchi became a social phenomenon that gained mass popularity not just in Japan, but all around the world.

The Tamagotchi series has continued to evolve. Tamagotchi Connection was released in 2004, the full-color screen Tamagotchi Plus Color in 2008, and the Wi-Fi-equipped Tamagotchi Uni in 2023. There have been a range of series variations, including Original Tamagotchi, a revival of the first-gen Tamagotchi. As of March 2024, 94 million units have been sold globally since 1996.

Tamagotchi is an original brand and series created by Bandai, beloved the world over for its endearing egg-shaped form and unique and quirky characters.

Tamagotchi and IP

The Tamagotchi series vary in terms of the design and shape of the device itself, game programming, character design, series name, product name, and other elements. The IP rights of these elements are protected.
For example, the brands "たまごっち" and "TAMAGOTCHI" are registered trademarks in 56 countries and regions around the world. The characters and package designs are also automatically protected by copyright as creative works. This protection applies in 163 countries under the Berne Convention. Bandai actively acquires and defends IP rights in order to protect the products, brands, and worldview of the Tamagotchi series.

We don't ignore counterfeit products and imitations! (Handling examples)

The history of anti-counterfeiting measures for the Tamagotchi series is a long one. Counterfeit products started appearing just one year after the release of the first-gen Tamagotchi. Many of the counterfeit products were of poor quality and illegally infringed on IP rights.

Bandai took a firm stance against these counterfeit products. In April 1997, we sought a provisional injunction against eight companies that were selling or importing counterfeit products under Article 2 (1), (i) and (iii) of Japan's Unfair Competition Prevention Act, and this was duly granted. Then on April 28th, Bandai filed a principal action against five companies, seeking an injunction against the import and sale of counterfeit products and compensation for damages.

Subsequently, in a case brought against first-gen Tamagotchi counterfeits, Bandai won a ruling on February 25th, 1998, on the grounds of design rights infringement and violating Japan's Unfair Competition Prevention Act (Tokyo District Court, Heisei 9 (1997) (Wa), Case No. 8416, request for unfair competition injunction). This was a pioneering ruling in the fight against counterfeit toys, which ordered payment of 20 million yen in damages, an injunction against the import or sales of the counterfeit game devices, and the disposal of existing stock.

Bandai works to combat counterfeit and imitation Tamagotchi products in Japan and around the world. To cite one example, Bandai filed a complaint for design rights infringement with the Guangzhou Intellectual Property Office against a factory and distributor that were manufacturing and selling copies of Tamagotchi Plus Color. As a result, a large volume of counterfeit products were destroyed.

In addition to taking measures against counterfeit and imitation products, Bandai's Legal and Intellectual Property Department also monitors the unauthorized use of the Tamagotchi brand worldwide. Bandai is committed to protecting the world of Tamagotchi through all available legal measures, including civil, criminal, administrative, and customs.

Initiatives to combat Bandai counterfeit products

A message from our Bandai Co., Ltd. Managing Director

Bandai Co., Ltd. Managing Director
Chief Tamagotchi Officer　Taro Tsuji

Bandai takes strict measures to protect the Tamagotchi series brands and world setting from counterfeit products and unauthorized brand use. Unlike genuine products, counterfeit products do not offer guaranteed quality or safety standards, and may pose hidden risks to customers. We work actively to eliminate counterfeit products with legal and other measures, in order to ensure that customers the world over can enjoy Tamagotchi with peace of mind.

Official Bandai logos are placed on all genuine products and packaging. Please check for these logos when making a purchase. Bandai will continue to make every effort to combat counterfeit products and protect its brands so that customers can enjoy our products happily and with peace of mind.

Inquiries about merchandising, official collaborations, and other matters (for corporations)

Bandai has a licensing business for making use of Tamagotchi IP.
For inquiries about merchandising, tie-ups, or other licensing activities, please contact us by using the "Corporate Inquiries" button.

Examples of licensed Tamagotchi products