Demand for popular 90s toy revived as popular gifts and nostalgia buy

A popular 90s toy has been brought back to Auckland stores as a Christmas present for kids and a nostalgia buy.

The Tamagotchi revival has been spear-headed by JB Hi-Fi, which first re-stocked them just before Christmas across its Auckland outlets.

Since then, it has proved a popular product, particularly among the electronic store’s shoppers at Albany and Sylvia Park.

The small electronic toys display a digital image of a creature or pet which has to be 'looked after' and responded to by its owner.

JB Hi-Fi salesperson Naomi Wiggins says the Sylvia Park store stocked the toy to test public demand.

“I don’t think JB [Hi-Fi] necessarily supplied them knowing that there would be a demand. I think that during Christmas time, people saw them in JB and bought them…  there’s become a bit more of a demand for them.”

Since then, there’s been a steady sales across most of the Auckland outlets, with one merchandise manager saying many sell to people who had them as children.

“They sell quite well, especially among people who had one back in the day.”

Naomi Wiggins agrees they are selling better than predicted.

“They’ve been selling more than I would have anticipated. I think we often sell out when we get them, which is kind of surprising.”

According to the 2022 Half Year financial report by JB Hi-Fi, the company’s gross profits increased from $3.7 billion in December 2021 to four billion dollars in December 2022.