Not everyone can fly to New York for Tamagotchi's 30th birthday. So the party is coming to them instead — into Roblox.
On November 4, transcosmos announced a partnership with BANDAI and Bandai Namco Toys & Collectibles America (BNTCA) to celebrate the milestone inside Main Street RP, a city-based roleplay game on Roblox operated by Entelechy Entertainment. The month-long event runs from November 1 to 11:59 p.m. on November 30, 2026 (U.S. Eastern Time). It's free to join; all you need is the Roblox app and an account.
The gimmick is delightfully on-brand. Since November 1, the "Gotchi UFO" has been hovering over Main Street RP's sky, drifting a little closer to the city each day. On November 7, it touches down on a section styled after Harajuku, and an in-game Tamagotchi shop opens alongside it. Hidden Tamagotchi characters are scattered around the streets for players to hunt down; find them all and they're logged in your collection. Other rewards include Tamagotchi plushies, decorated cars, and a limited-edition 30th anniversary cake hat, handed out in small daily batches before they run out.
The event is designed to connect two real-world celebrations that otherwise sit on opposite sides of the planet: the Cho Tamagotchi Festival in Tokyo's Harajuku and Shibuya districts, and the Tamagotchi Times Square Spectacular, which BNTCA is hosting in New York on November 22. The idea, as transcosmos puts it, is that a single unfolding story carries the anniversary from one venue to the other — and, through the game, to fans everywhere.
That matters because the audience for Tamagotchi keeps growing younger and more global. As of the third quarter of 2026, Roblox reports more than 130 million daily active users, concentrated among Gen Z and Gen Alpha. For a brand that thrived on the same kids-with-keychains energy it had in 1996, it's a natural place to reconnect with a generation that grew up in virtual worlds.
This isn't Bandai's first time in the metaverse. transcosmos already plans and operates two Tamagotchi titles on Roblox, Tamagotchi Party and Find Tamagotchi, and says larger updates for both are coming as part of the anniversary push. The Main Street RP stunt is different, though: instead of building a new dedicated game, it drops the characters into an existing, lived-in city where millions of players already spend their time, betting that meeting a stranded Tamagotchi mid-street leaves a bigger impression than a standalone app could.
For Bandai, the strategy is about reach as much as nostalgia. "We are truly delighted to celebrate the 30th anniversary with Tamagotchi fans around the world, across the real and digital worlds and beyond countries and places," said Chisato Aoyagi of Bandai's Toy Division. Tomoaki Ishikawa of BNTCA echoed the point: bringing Tamagotchi into a city where today's kids gather, he said, "brings the excitement we felt when we first met Tamagotchi 30 years ago to a new generation."
Tamagotchi marks exactly 30 years since its Japanese debut on November 23, 1996, and the celebrations are stacking up around that date — the Harajuku festival, the Times Square spectacular, and now the Roblox takeover. The anniversary itself is still a few weeks out, and the Main Street RP event runs through the end of November, so there's plenty of time to grab your cake hat and see where the Gotchi UFO lands next. Just don't forget to feed your pet between missions.