In 2023, Spin Master dazzled the toy industry with the release of Bitzee, a revolutionary digital pet that took playtime to an entirely new level. With its award-winning design, Bitzee allowed kids to feed, play with, and clean up after their digital pets, all while enjoying the vibrant visuals provided by an innovative full-colour display. This breakthrough captured the hearts and minds of children across the globe, while also raising the bar in some unexpected ways.
Now, the Toronto-based entertainment company is ready to push the digital-pet category even further with the launch of Punirunes. Originally released by renowned Japanese toy company Takara Tomy in 2021, these squishy interactive pods have captivated fans of Japanese anime culture by seamlessly combining digital pet care with the joy of tactile play.
On the outside, a full-colour, backlit LCD screen displays the adorable pet with 55 additional characters, including a number of rare ones, to collect in each pod. To enter the world of Punirunes, place your finger inside the mysterious opening on the pod and interact with a squishy dome that actually responds to your touch. The on-screen character will then react to your actions, making it feel as though you are actually petting, playing, feeding, and nurturing your pixelated pal! This unique design is more immersive than ever before.
Takara Tomy experienced incredible success with the launch and continued sales of Punirunes across Asia, with an impressive 700,000 pieces shipped since 2021 in Japan, Korea, Taiwan, Hong Kong, and Macau. This overwhelming response demonstrated the toy’s broad appeal and set the stage for global expansion. Recognizing this potential, Spin Master teamed up with Takara Tomy to bring the quirky critters to new markets, riding the wave of the growing popularity of anime-inspired toys.
“At Spin Master, we’ve often been said to have our finger on the pulse of play and in this case it’s literal,” said Doug Wadleigh, Spin Master’s President of Toys. “Punirunes is not your average toy, it adds an irresistible tactile element and physical connection to the digital pet in a fun and quirky way. With proven international success and the surge in popularity for anime-inspired toys we think Punirunes will be a hit with kids and kidults around the world.”
With a suggested retail price of $39.99 USD, the Punirunes digital pets will be available at all major retailers beginning August 2024.
Are you ready to join the Punirunes craze?
