In the late 1990s and early 2000s, the Tamagotchi was one of the biggest toy fads that had a grip over children in Japan and in the United States. This phenomenon began on November 23rd, 1996 when Bandai released their first Tamagotchi in Japan.

It originally consisted of a 32x16 pixel screen and three buttons to be used to take care of the Tamagotchi - the name of the creature and the device it was in. These buttons controlled simple tasks such as playing games with your pet, feeding it, or turning the lights on/off in its room. If you failed to complete these tasks, the Tamagotchi you raised would end up dying.

The Underconsumption Core TikTok trend has rapidly gained traction in 2024, resulting in major impacts on the toy industry. Underconsumption Core, a term coined by Gen Z and millennials on TikTok, is characterized by making every dollar count by being more selective and mindful of your spending by searching for products that provide lasting value. Driven by the increase in living costs and widespread budgeting efforts, this trend is almost a reflection of what we saw in the 2008 recession when low-cost, high-value toys and games were the heroes of the toy industry. The only difference? Customers aren’t just looking for cheap thrills. They want toys that matter, worth the effort they’ve put in to get them. 

Joeydolls celebrates Asian heritage and culture by producing a high quality, and authentically representative toy line. Now available in 19 stores across the world, you may be surprised to know that this small toy business began during the COVID-19 Pandemic, and was funded by 1 powerhouse mom, Samantha Ong. The brand has won three awards for its effort towards creating more inclusivity and diversity during a period of Asian-hate, has just paired up with five new retailers to make its diverse, award-winning dolls more readily available to the public.