Moose Toys and Tomy relaunch MicroPets
Moose Toys has partnered with Tomy to relaunch MicroPets, the micro-robotic digital pets that originally debuted in 2002 and went on to sell more than 10m units worldwide. The refreshed range forms part of a global rollout beginning in Asia in late 2025, with the UK confirmed as a priority growth market in 2026.
Reimagined for today’s digital-native children and growing Kidult audience, the new generation of MicroPets blends updated interactive technology with design influences drawn from contemporary Japanese kawaii culture. Co-developed by Moose Toys and Tomy, the brand has been positioned as Digital Kawaii, a term created specifically to describe the fusion of digital technology and Japanese kawaii culture at the heart of the range. Each MicroPet features more than 50 interactive functions, including expressive LED faces, voice and touch responsiveness and multi-unit connectivity that allows multiple pets to dance, sing, race and react together.
As children interact with their MicroPet over time, they unlock new play levels and gradually learn the brand’s proprietary MicroPets Language, designed to reward long-term engagement. The initial line-up includes Kitten, Puppy and Bunny characters, alongside an ultra-rare Golden Kitty. The latter is set to anchor a drop-culture-inspired release strategy, reflecting a broader shift toward collectability and scarcity-led demand within the electronic toy category.
Ronnie Frankowski, CEO of Moose Toys, said: “It’s truly been an honour to work in partnership with Tomy to bring a beloved Japanese creation like MicroPets back to life. This collaboration represents the very best of what can happen when creativity, shared values and respect for heritage come together. MicroPets is a joyful celebration of play and culture, and we’re thrilled to share its charm with a new generation of children around the world.”
Akio Tomiyama, President & CEO of Tomy, added: “MicroPets was created through the joint effort of Tomy and Moose Toys, combining over two years of development. Nearly 20 years after the debut of the original MicroPets, we are thrilled to reintroduce its charm to the world once again. With this new version, we aim to express Japan’s evolving kawaii culture on a global stage.”
With strong early retailer interest, the UK is expected to play a leading role in the brand’s next chapter as MicroPets re-enters the global toy market in 2026.