How Tamagotchi Shaped Millennials’ Relationships with Devices

The influence of Tamagotchis and similar digital pets on millennials is profound, shaping their interaction with modern technology. As children, many millennials experienced the demands of these needy devices, learning to care for them in ways that mirror their current relationships with smartphones and personal media. Released in 1996 by Japanese toy company Bandai, Tamagotchis became a cultural phenomenon, selling 400 million units within a year and a half, far surpassing the early sales of the iPhone.

Designed as small, egg-shaped toys tethered to keychains, Tamagotchis and Giga Pets required constant attention, prompting users to respond to alerts that indicated their digital pets’ needs. The interaction was not just about feeding or playing; it was a complex relationship where the user’s actions directly influenced the pet’s well-being. According to media scholar Machiko Kusahara, Tamagotchis shifted the gaming landscape by prioritizing psychological impact over visual realism, making the digital pet’s emotional responses a key factor in user engagement.

The experience of nurturing a Tamagotchi involved responding to various alerts, which served as the toy’s way of demanding care. Users learned that neglect could lead to an unhealthy or even deceased pet, reinforcing a sense of responsibility and compassion. As Akihiro Yokoi, the toy’s inventor, noted, “I think that you also start to love them when you take care of them.” This dependence created a bond that, while often fleeting, mirrored the emotional connections users develop with their smartphones today.

The Evolution of Digital Dependency

The relationship between users and their devices has evolved, yet the foundational dynamics remain similar. The constant notifications and updates from smartphones echo the alerts of the Tamagotchi, with modern devices demanding regular interaction to maintain their functionality. Theorist Wendy Hui Kyong Chun highlights this dependency in her equation: “Habit + Crisis = Update.” Users must react not only to direct communication but also to the myriad notifications that arrive throughout the day, shaping their interactions with technology.

The caregiving aspect of digital devices is particularly notable. Sherry Turkle, a sociologist who studied the Tamagotchi phenomenon, remarked on the bond formed through caregiving. She stated, “When a digital creature entrains people to play parent, they become attached.” This emotional investment allows users to experience a sense of companionship, even with mere devices. As the Facebook platform introduced features like SuperPoke! Pets in 2007, the concept of digital pets expanded, requiring users to regularly engage with the platform to care for their virtual companions.

As technology has advanced, the nature of interaction has shifted from simple alerts to complex engagements that require continuous monitoring. Users are now conditioned to regularly check their devices, fostering a relationship that can lead to stress or anxiety when they perceive the need to respond. The psychological impact of this cycle mirrors the early experiences with Tamagotchis, where the user’s attention dictated the well-being of their digital pet.

Lessons from Tamagotchis for Modern Technology

The lessons learned from caring for Tamagotchis extend into the realm of modern technology. Developmental psychologist Alison Gopnik describes caring as an essential mechanism for establishing relationships. She suggests that the act of caring for digital pets fosters a connection that can influence how users relate to technology in general. The emotional bonds formed through these interactions may not last long, but they can evoke strong feelings of attachment, as many users have experienced with their Tamagotchis.

The early criticisms of Tamagotchis, which called them “dictatorial little toys” that threatened to die if neglected, resonate in today’s discourse around technology. Concerns about the psychological effects of constant connectivity and the emotional toll of device dependency reflect the challenges faced by early Tamagotchi owners. As the devices evolved, Bandai introduced features to mitigate these concerns, such as a pause button, allowing users to step back from the demands of their virtual pets.

Today, personal media devices function as constant companions, reflecting the intense user-device interactions first seen with Tamagotchis. The dynamic between user and device has grown more complex, with both parties constantly measuring performance. This evolution raises questions about the nature of our attachments to technology and the implications for future generations.

In retrospect, Tamagotchis were not merely toys but precursors to the digital relationships we navigate today. As noted by Benj Edwards in 2018, “these key chain buddies taught a generation of 1990s kids about responsibility and/or how difficult it can be to take care of a helpless creature.” This foundational experience has paved the way for the intricate, often needy relationships millennials now maintain with their devices, suggesting that the lessons of the past continue to shape our technological landscape.