BookLive Co., Ltd., a group company of TOPPAN Holdings Inc., will relaunch its creator-and-fan community hub "OSHI BASE Harajuku" in Shibuya, Tokyo, as the official shop for Bandai Co., Ltd.'s popular toy "Tamagotchi," under the new name "Tamagotchi ふぁくとり～！" on Saturday, November 22, 2025.
To celebrate this renewal opening, the company has announced the release of original merchandise commemorating Tamagotchi's 29th anniversary and unveiled a special anniversary key visual.
The operation of 'Tamagotchi ふぁくとり～！' and the development of original products will be carried out by BookLive Co., Ltd., under the supervision and cooperation of Bandai Co., Ltd.
29th Anniversary Key Visual
The newly unveiled anniversary key visual expresses the celebration in a pop style. It features Tamagotchi characters from across all series gathering together, conveying gratitude to fans and excitement for the future.
29th Anniversary Limited Edition Merchandise
New merchandise commemorating Tamagotchi's 29th anniversary will be available at 'Tamagotchi ふぁくとり～！'. The lineup has been designed for Tamagotchi fans of all ages and genders.
Lineup:
- Tamagotchi 29th Anniversary Ticket-style Acrylic Keychain (6 types): 880 yen each
- [Trading] Tamagotchi 29th Anniversary Mini Acrylic Stand (15 types): 660 yen
- Tamagotchi 29th Anniversary Adhesive Towel: 1,760 yen
*Prices include 10% tax.
Exclusive Shop Merchandise
'Tamagotchi ふぁくとり～！' will also feature original merchandise that captures the shop's unique atmosphere. This includes advance sales of "Tamagotchi Connection Mezzo Piano Tamagotchi Collaboration," hands-on merchandise like "Minitama Tsume Holder" and "Tamagotchi ふぁくとり～！ Character Patches (6 types)," and exclusive items featuring original artwork available only here.
"MEZZO PIANO with TAMAGOTCHI" Series - Main Lineup (Selection):
- MEZZO PIANO with TAMAGOTCHI Phone Ring (2 types): 1,430 yen each
- MEZZO PIANO with TAMAGOTCHI Charm Ballpoint Pen (4 types): 1,540 yen each
- Tamagotchi Connection Mezzo Piano Tamagotchi Collaboration: 4,180 yen
*Prices include 10% tax.
*Products may be subject to change or discontinuation without notice.
*Images are for illustration purposes only and may differ from actual products.
*"Tamagotchi Connection Mezzo Piano Tamagotchi Collaboration" is limited to 2 units per person.
Original Merchandise - Main Lineup (Selection):
Tamagotchi ふぁくとり～！ Original Products - Main Lineup (Selection):
- Tamagotchi ふぁくとり～！ Face-shaped Handbag Mametchi: 4,400 yen
- [Trading] Tamagotchi ふぁくとり～！ Acrylic Name Badge (10 types): 880 yen
- Tamagotchi ふぁくとり～！ Acrylic Pen Stand (3 types): 1,760 yen each
- Tamagotchi ふぁくとり～！ Shaka Shaka Pouch: 3,080 yen
- Tamagotchi ふぁくとり～！ Bromide (6 types): 660 yen each
- Tamagotchi ふぁくとり～！ Peek-a-boo! Folding Mirror (4 types): 3,080 yen each
- Tamagotchi ふぁくとり～！ Connecting! Acrylic Keychain (6 types): 770 yen each
- Tamagotchi ふぁくとり～！ Clear File Tamagotchi Paradise: 660 yen
*Prices include tax.
*Products may be subject to change or discontinuation without notice.
*Images are for illustration purposes only and may differ from actual products.
*Purchase restrictions may apply depending on the situation.
For more details: Product List Page
Store Information: Tamagotchi Official Shop 'Tamagotchi ふぁくとり～！'
Opening on Saturday, November 22, 2025, on the 3rd floor of Tokyu Plaza "Harakado," this official Tamagotchi shop features an "experience" concept. Beyond selling exclusive merchandise, it offers an immersive space where visitors can experience the world of Tamagotchi through photo spots and other attractions.
For more details: Store Image
Advance Entry Reservation (Lottery System)
To reduce congestion, entry during November 22 (Sat) to November 30 (Sun) will be by advance lottery. Visitors will use a digital ticket system via the LINE app, and entry will be granted based on lottery results.
Overview:
- Application Period: November 7 (Fri) 11:00 AM to November 13 (Thu) 11:59 PM
- Result Notification: November 17 (Mon) 12:00 PM
- Application Limit: Up to 3 slots per person (maximum 1 winning slot)
- Entry Slots: 30-minute intervals (11:00 AM to 9:00 PM)
For details and applications: Advance Reservation Page
Store Details:
- Store Name: Tamagotchi Official Shop 'Tamagotchi ふぁくとり～！'
- Opening Date: Saturday, November 22, 2025, 11:00 AM
- Location: Tokyu Plaza Harajuku "Harakado" 3F, Sections 321 and 322 (6-31-21 Jingumae, Shibuya-ku, Tokyo, Tokyu Plaza Harajuku Harakado)
- Business Hours: 11:00 AM to 9:00 PM
- Admission: Free
- Official Website: https://tamagotchi-factory.jp/
- Official X: https://x.com/TMGC_factory
*Waiting near the facility premises before late-night/first train hours is prohibited.
*Trading, reselling, and similar activities around the store and within the facility are prohibited.
*Store business days and hours may change according to facility operations.
*Please follow staff instructions for safety.
About "Tamagotchi"
"Tamagotchi" was launched in 1996 as a "digital portable pet" concept and became a massive phenomenon among high school girls at the time. Its popularity wasn't limited to Japan - it was loved worldwide, and in July 2025, global cumulative shipments surpassed 100 million units.
Official Tamagotchi Website: https://tamagotchi-official.com/jp/
Official Tamagotchi YouTube: https://www.youtube.com/@tamagotchi_official_jp
Official Tamagotchi X: https://x.com/TMGC_net
Official Tamagotchi Instagram: https://www.instagram.com/tmgc_official_jp/
Official Tamagotchi TikTok: https://www.tiktok.com/@tamagotchi_official_jp
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