Transcosmos and Bandai launch Tamagotchi 30th anniversary event in Roblox

Transcosmos has collaborated with Bandai and Bandai Namco Toys & Collectibles America (BNTCA) to mark the 30th anniversary of the Tamagotchi franchise through a dedicated event on the Roblox platform. The initiative runs from November 1 through November 30, 2026, within the popular roleplay game Main Street RP, which has recorded over 150 million total visits.

The project acts as a bridge between real-world celebrations—including events in Harajuku, Shibuya, and New York’s Times Square—and the metaverse. By integrating the anniversary content into a virtual city environment, organizers aim to allow fans unable to travel to physical venues to participate in the milestone celebrations globally.

Transcosmos is managing the planning and production of the experience in coordination with developer Entelechy Entertainment. The company has increasingly utilized Roblox as a key medium for engagement, targeting the platform's massive Gen Z and Gen Alpha user base, which accounts for over 130 million daily active users worldwide.

Following this collaboration, transcosmos has indicated that additional updates are scheduled for its existing Tamagotchi titles on the platform. The event underscores a broader shift in marketing strategies, where physical brand milestones are increasingly replicated in virtual, high-traffic gaming environments.