Tamagotchi Teams Up With PUMA for New 30th Anniversary Sneaker and Streetwear Collection

Image by James Richardson

Tamagotchi is celebrating its 30th anniversary with a new official PUMA fashion collaboration, bringing Bandai’s hugely popular virtual pets to the sportswear brand’s sneakers, clothing and accessories.

The new “PUMA × TAMAGOTCHI” collection includes two special editions of PUMA’s popular Speedcat sneakers alongside hooded jackets, sweatshirts, trousers and a miniature sports bag, all featuring designs inspired by the classic digital pets.

Tamagotchi first launched in Japan in November 1996, introducing the idea of raising a virtual creature through a small handheld device, with characters such as Mametchi and Kuchipatchi becoming familiar faces to generations of fans.

For the new collaboration, PUMA has incorporated Tamagotchi characters, graphics inspired by the original virtual pets and designs combining the two brands’ logos across several of its established fashion products.

The collection’s main attraction is the Speedcat Tamagotchi, based on PUMA’s low-profile sneaker originally inspired by motorsport footwear, which has become increasingly popular as an everyday fashion shoe.

Available in Warm White/PUMA Aged Silver and PUMA Black/PUMA Aged Silver, the sneakers feature leather uppers, Tamagotchi graphics along the sides and heels, and a miniature virtual pet-inspired charm attached to the tongue.

PUMA has previously worked with Japanese entertainment franchises on other footwear collaborations, including its Lycoris Recoil sneaker collection, which introduced character-themed versions of the Rebound Slam Lo inspired by Chisato and Takina.

For Tamagotchi’s anniversary, the brand has expanded the collaboration into six different product types, with multiple color options available across the footwear and clothing.

PUMA lists the sneakers and four clothing styles as women’s products, while the Mini Grip bag is a unisex accessory.

Let’s take a look at the full collection!

• SPEEDCAT TAMAGOTCHI – ¥16,500 each (approximately $104 / £78)

Special editions of PUMA’s Speedcat sneakers available in Warm White/PUMA Aged Silver and PUMA Black/PUMA Aged Silver, featuring leather uppers, Tamagotchi character graphics and a miniature virtual pet-inspired charm on the tongue.

• PUMA X TAMAGOTCHI FZ HOODED JKT – ¥12,100 each (approximately $76 / £57)

A full-zip sherpa fleece jacket available in three colors, featuring Tamagotchi character-inspired tape along the sleeves, an oversized embroidered Tamagotchi device on the back and a cropped fit.

• PUMA X TAMAGOTCHI OVERSIZE CREW SWEAT – ¥10,450 each (approximately $66 / £49)

An oversized crewneck sweatshirt available in three colors, featuring a large Tamagotchi device-inspired design across the front, character artwork incorporated into the PUMA Cat logo on the sleeve and a special collaboration label.

• PUMA X TAMAGOTCHI HOODED LS TEE – ¥7,150 each (approximately $45 / £34)

A hooded long-sleeved T-shirt available in three colors, featuring colorful PUMA graphics incorporating Tamagotchi characters, with the white version displaying a large virtual pet design on the back and an adjustable drawstring hem across all three styles.

• PUMA X TAMAGOTCHI SWEAT PT – ¥9,900 each (approximately $62 / £47)

Relaxed-fit sweatpants available in two colors, featuring Tamagotchi character artwork on the left leg, a device-inspired label on the back pocket and panel detailing around the hems inspired by the shape of a Tamagotchi.

• PUMA X TAMAGOTCHI MINI GRIP – ¥9,900 (approximately $62 / £47)

A compact white-and-black sports bag featuring Tamagotchi character artwork, a glossy finish and both carrying handles and a shoulder strap.

The collection arrives during a busy period of anniversary celebrations for Tamagotchi, with Bandai also preparing its Super Tamagotchi Festival in Shibuhara, a month-long event featuring special merchandise, character-themed food, exhibitions and activities across Tokyo’s Harajuku and Shibuya districts.

PUMA’s Harajuku Cat Street store is one of the participating locations in the festival’s stamp rally, allowing visitors to collect stamps as they explore shops and attractions taking part in the anniversary celebrations.

The “PUMA × TAMAGOTCHI” collection will officially begin launching in Japan on November 13, 2026, at 10:00 AM JST through the official PUMA Japan online store, the PUMA app and selected physical PUMA stores, including locations in Harajuku, Shibuya, Osaka, Kyoto and Sapporo.

The collection will also be available through the Tamagotchi Factory store on the third floor of Tokyu Plaza Harajuku Harakado, with individual product availability varying between participating retailers.

At the time of writing, a corresponding release through PUMA’s US store has not been announced.

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