Play for the Ages

I

n 1950, the future of pop culture and the toy industry changed forever when a toy manufacturer named Bandaiya launched in Tokyo.

More than 75 years and a few name changes later, Bandai Namco Toys & Collectibles America (BNTCA) is known worldwide for some of pop culture’s greatest hits, including Tamagotchi, Digimon, and Gundam. The company continues to innovate in the kids’ and adult collector spaces. Some highlights of the company’s releases last year include the Gashapon Blind Packs ­­— surprise toys that took over social media and New York Comic Con ­­— and new collectible Tamagotchi figures that brought the digital pets to the real world.

“Tamagotchi is a truly one-of-a-kind brand that has been loved for 30 years by a wide range of consumers — from children to adults — as an electronic
toy that delivers the fundamental play experience of caring,” says Kenji Washida, executive vice president of Marketing & Strategy at BNTCA. “Today, the brand spans multiple generations and has firmly established its position both as a collectible item and as the definitive toy representing nurturing-play.”

From an infamous ’90s craze to its modern iterations that allow kids to play, connect, and show off their digital pets like never before, the Tamagotchi brand has come a long way. The brand expanded into collectible plush, apparel, board games, and more throughout
the years. 

BNTCA even took Tamagotchi on the road last summer for the Tamagotchi USA Road Trip, a pop-up event where fans could shop for Tamagotchi, test new Tamagotchi products, decorate their digital pets, play games, and more. 

In addition to its cutesy offerings like Tamagotchi and Gashapon, BNTCA also has a strong presence in the anime category.  For more than 40 years, BNTCA has offered innovations in the plastic model space with its Gundam model kits, alongside its robust collection of Anime Heroes action figures, which feature characters from franchises such as One Piece, Naruto Shippuden, My Hero Academia, and more. 

“As a leading company in the anime industry, it goes without saying that our proactive product development in the anime market has helped drive the industry forward,” says Teppei “Ted” Onoki, CEO of BNTCA.

BNTCA’s slogan, “Fun for all into the future,” is the perfect encapsulation of what the company continues to do every year: take its iconic toy brands and licenses and constantly improve them, creating new and better experiences for the next generation of kids and collectors. 

BNTCA is a finalist for two Collectors’ Choice Awards: Merch Maker of the Year and Best Branded Experience for Tamagotchi USA Road Trip. 

CAST YOUR VOTES FOR BNTCA THROUGH FEB. 28 AT THEPOPINSIDER.COM

This article was originally featured in the Winter 2026 issue of The Pop Insider. Read more articles from this issue and subscribe to The Pop Insider here!