Taken by the Tamagotchi How a Toy Changed the Perspective on Mobile Technology
Taken by the Tamagotchi How A Toy Changed The Perspective On Mobile Technology Laura Lawton Abstract Mobile technology has become a ubiquitous influence on the way we live. In 1996, however, mobile devices were clumsy and remained distinctly outside of the consumer’s social fabric. Bandai Inc’s introduction of the Tamagotchi, a toy that could be taken anywhere, and portrayed a pixelated alien in need of constant nurturing, represented a significant shift in the role of mobile technology in daily life. Through its cuteness, the Tamagotchi convinced consumers to willingly dedicate their time, attention, and emotions to the virtual pet. This paper will explore how the Tamagotchi played a role in influencing how individuals viewed the developing mobile technology market, and how it prepared us for the constant presence of technology that we are so familiar with today. Keywords: Tamagotchi, mobile technology, digital pets “Tamagotchi is a tiny pet from cyberspace who needs your love to survive and grow. If you take good care of your Tamagotchi pet, it will slowly grow bigger, healthier, and more beautiful every day. But if you neglect your little cyber creature your Tamagotchi may grow up to be mean or ugly. How old will your Tamagotchi be when it returns to its home planet? What kind of virtual caretaker will you be?” (Tamagotchi packaging, as cited in Allison, 2006) In 1996, the economically struggling toy company Bandai Inc. released an innovative toy, uncertain of its success. This egg-shaped, portable gadget was called the Tamagotchi, and at the peak of its popularity it was titled “the world’s most popular toy” (Allison, 2006, p.
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