By Laura Sharman, CNN
(CNN) — “Will you marry me?” William Maneja asked, locking eyes with the stranger in a white dress.
It was his fourth proposal in less than 60 minutes.
Instead of rings, the pair pulled out their Tamagotchis and wed their virtual pets – in pixelated matrimony.
Maneja, 29, and his partner were among 200 enthusiasts at the Cecil Community Centre in Toronto in August, vowing to remain united “through dead batteries and scratched screens” in what the group said could be the world’s largest tamagotchi wedding.
“There was an air of giddiness in the room, with many guests in wedding attire and some flying from as far away as Los Angeles and Texas,” Toronto Tamagotchi Club founder Twoey Gray, 30, said of the event, which resulted in 162 unions in a single hour.
Launched by Japanese toy company Bandai in 1996, Tamagotchis – effectively portable digital pets – quickly became a global craze that took the world by storm.
Within two-and-a-half years, more than 40 million units were shipped worldwide. In late July, the figure surpassed 100 million, putting the tiny handheld device in the orbit of Japan’s star gaming consoles Nintendo Switch and Sony’s PlayStation.
In 2026, Tamagotchi will celebrate its 30th anniversary with various events, including an exhibition that will open at Tokyo’s Roppongi Museum this month and tour other cities in Japan. Uniqlo has also collaborated with Bandai on newly released merchandise.
Designed to be loved
The idea of a virtual companion came to creator Akihiro Yokoi as he watched a TV commercial of a boy longing to take his pet turtle on a trip. But the eventual design would far exceed previous iterations of digital pets including Neko, a virtual cat released in 1989 that was confined to chasing mouse cursors on the screen.
With Bandai onboard, the pocket pet was launched as an egg-shaped, three-button toy on a keychain. Initially pitched as a toy for boys, the design pivoted after market research revealed greater potential for the product among high school girls.
An instant sellout, Tamagotchis became a 1990s pop culture icon alongside Furby, Tommy Hilfiger and the Spice Girls. It’s still remembered by millennials on Facebook as the “digital best friend” before smartphones, kept alive through feeding, cleaning and play. Failure to tend to them led to disastrous outcomes. “Only ’90s kids remember the heartbreak of your Tamagotchi dying,” one fan wrote.
Tamagotchis were “one of the first to show us that design can cultivate emotional bonds with machines,” explains Paola Antonelli, a senior curator and director of research and development at New York’s Museum of Modern Art (MoMA).
According to Antonelli, who featured the device in a 2011 MoMA exhibition, its “DNA” has influenced every interactive device that “tiptoes between utility and companionship” from Siri to smart health trackers that “talk back, remind us, scold us, reward us.”
“The Tamagotchi was capricious and demanding – hungry and hangry, sleepy, poopy. It forced its users to engage in cycles of care and neglect, obligation and reward,” she added.
“Its brilliance was that the emotional weight came not from graphics or narrative, but from behavior. This is why people still remember it decades later.”
This was the case for Maneja, from the Tamagotchi mass wedding in Toronto, who said rediscovering his childhood collection guided him through his lowest point following the death of his grandmother during the pandemic.
“They became a very important tool that kept me grounded during a very dark period of my life” he said. “Taking care of my Tamagotchi helped me to take care of myself.”
Tamagotchi stood out as a handful of pixels on a tiny screen amid the more sophisticated 3D animations of its era, such a