Tamagotchi is opening its first dedicated pop-up shop in the UK, at 60 Broadwick Street in Soho, as the virtual pet heads towards its 30th birthday. Doors open to the public on Friday 6 November, and the shop stays until 31 December 2026.
Tamagotchi Pop-Up in Soho
A Tamagotchi shop in London for the 30th anniversary, at 60 Broadwick Street until 31 December- Address
- Tamagotchi Pop-Up, 60 Broadwick Street, Soho, London W1F 7AN
- Admission
- Free entry
- Starts
- November 6, 2026
- Ends
- December 31, 2026
More about the event
- Anniversary dates
- Tamagotchi turns 30 in Japan on 23 November 2026. The UK anniversary follows in May 2027.
- Ig Nobel Prize
- The toy’s creators, Akihiro Yokoi and Aki Maita, shared the 1997 Ig Nobel Prize in economics.
- Sales
- Bandai has shipped more than 100 million Tamagotchi worldwide since 1996, a total it passed in 2025.
- Japan pop-ups
- Bandai’s 30th anniversary Tamagotchi shop has toured 12 venues across Japan since 1 May 2026, starting at Tokyo Station.
- Nearest Tube
- Oxford Circus and Piccadilly Circus.
The first Tamagotchi went on sale in Japan in November 1996, a plastic egg on a keyring holding a pixel pet that needed feeding, cleaning and company throughout the day. Bandai built the name from tamago, the Japanese word for egg, and watch. The Soho shop is run by Bandai Namco with Cross Media, the London company behind Hyper Japan, and sits within the brand’s year of 30th anniversary celebrations.
Tamagotchi Paradise, Shells and London Exclusives
Destination UK Shells and London Exclusives Sold Only on Broadwick Street
The headline items are the ones you will not find in other shops. A shell is the plastic casing around the device, and the pop-up has two of its own: a Tamagotchi Destination UK design and a 30th Anniversary design. Tama Space is also exclusive to the shop, alongside a run of London themed merchandise.
Smaller collectables fill out the exclusive range, with pins, patches, stickers, tote bags and clothing made for the pop-up.
Tamagotchi Paradise, Connection and Nano Devices on the Shelves
Fans after a device will find four current lines in stock. Tamagotchi Original recreates the 1996 egg, and Tamagotchi Nano is a smaller take. Tamagotchi Connection, first sold in 2004, lets two devices talk to each other by infrared and returned in 2024 for its 20th anniversary. Tamagotchi Paradise, released internationally in July 2025, adds a zoom dial for looking in on your pet’s world.
Plenty of merchandise sits around the devices. There are Tamagotchi stickers from SunStar, Nui plush in an exclusive London design, Nanoblock building sets and bath bombs. Shokugan key chains and collectable figures are here too; shokugan are small toys that in Japan are traditionally sold with a sweet.
Stock will keep changing over the run. The organisers plan regular giveaways and will announce new products on the Tamagotchi social channels.
London’s First Standalone Tamagotchi Shop, After the Camden Corner
Tamagotchi already has a home in London. In September 2024 Bandai opened a Tamagotchi Official Shop inside its Bandai Namco Cross Store in Camden Market, a section within a larger shop. The Soho pop-up is the first time the brand has had a shop entirely of its own in the UK.
The timing suits a wider return of Japan’s 90s and 2000s pop culture, where the beeping egg on a school bag is one of the defining images. Maison Ghibli also opens a Studio Ghibli pop-up shop a short walk away on Eastcastle Street on 7 November, so the two make an easy afternoon together.
Opening Dates for the Tamagotchi Pop-Up at 60 Broadwick Street
- Friday 6 November: opening day, open to the public
- Thursday 31 December 2026: last day
The shop opens at 11am every day, and closing time depends on the day of the week:
- Monday to Friday: 11am to 7.30pm
- Saturday: 11am to 8pm
- Sunday: 11am to 5pm
Tamagotchi Pop-Up, 60 Broadwick Street
The hours may change during the run, and any updates are posted on Tamagotchi UK’s Instagram, @tamagotchiuk, so check there before you go.
