When you think of Pokémon, it probably conjures up images of adventure, friendship and adorable creatures fighting for their lives. This endearing fantasy has captured the imaginations of millions, with tall grass in local parks everywhere inspiring a sea of Poké-possibility for budding trainers.

And every year, at the Pokémon World Championships, this fictional fantasy becomes very real. From children’s brackets to adult finals, the globe’s greatest video game and trading card players duke it out to earn the title of World Champ, in a series of dramatic showdowns that would make the Elite Four blush. And it’s not just trainers that are made real in the glitzy world of competitive Pokemon, but it's smiling scientists — the Pokémon Professors.

Anyone who’s played one of the classic RPGs will know a Poké professor. From the grinning grey greeting of Kanto's Professor Oak to the endearing eccentricity of Professor Elm, these lab coat-loving sages have long served as video game players’ virtual guides. But in our world? They’re Pokémon’s revered referees.

Walk the toy aisles of your local Target today and, if you’re lucky, you might spot a brand-new, full-color Tamagotchi sitting on the shelf in its iridescent packaging.

Bandai Namco released Tamagotchi Uni worldwide in July 2023, partnering with TikTok megastar Charli D'Amelio and Japanese influencer and model, Kemio, to kick off the widest and most mainstream launch of the toy in years.

Seeing it is a blast from the past for adults who haven’t given much thought lately to the defining virtual pet of the Y2K era; many don’t realize new ones are even made anymore. But Tamagotchi has quietly been chugging along all the while. This year’s Tamagotchi Uni is only the latest in a lineup of progressively advancing models. It’s also, perhaps, a turning point for the nearly 30-year-old virtual pet. A return to its roots.

While still serving the needs of its longtime fans, Tamagotchi seems eager once more to be discovered by a new generation of players.