Tamagotchi for Golden Apple is a collectible toy device and a phygital accessory, born at the intersection of 2000s aesthetics and the gamification of the «Golden Apple» mobile application.The project centers on a unified ergonomic plastic platform and a variable series of collectible silicone cases. Each case customizes the device, altering its appearance and character.
Concept and Phygital Experience
The «Zolotoye Yabloko» network already features a Tamagotchi within its mobile application for gamification and enhancing customer loyalty. This project brings it into real life, transforming it into a full-fledged nostalgic device and toy. The device is easy to hold and designed for comfortable, everyday interaction.
Collections System and Series Logic
The project is designed according to the principle of a modular collection:
Base Form: A unified, round plastic body with a screen and buttons.
Collectible Series: A line of interchangeable silicone cases, supporting the brand’s idea of the uniqueness of every customer.
The Tamagotchi concept itself is based on the mascot character of Golden Apple—a green elf. This character became the original source for the basic casing in which the device is released. However, since consumers might also associate themselves with the flower or the cat, alternate designs based on the Golden Apple chain’s corporate style have been developed and are featured on the cases.
Customization through cases sustains long-term audience interest, allows for the release of limited drops, and enables upselling without redesigning the core device.
Structure, Materials, and Assembly
For ease of manufacturing and device longevity, the construction is divided into a base chassis and a replaceable case:Main Plastic Body: Consists of two technical halves (front and back), which are joined by clips or screws. This allows the electronic components to be easily fitted inside. The body is made from durable ABS plastic (via 3D printing or subsequent molding).
Height: 86.5 mm Width: 60 mm Thickness: 22 mm
Dimensioning Scheme
Electronics and Screen: A circular display (50 mm) and the circuit board are mounted inside the casing through the front panel before the final assembly of the halves. The casing should also accommodate a board like a Raspberry Pi, but this requires further development with an engineer.Control Buttons: Made of soft silicone, they are hermetically integrated into the slots of the plastic casing, providing a satisfying tactile response. There is a 10 mm central circular button and 20 mm high side buttons.Interchangeable Silicone Case:This slides over the finished plastic casing. The soft silicone fits snugly around the device and allows for easy customization—changing aesthetics without disassembling the interior.
Height: 90 mm Width: 100 mm Bottom width: 60 mm
The color scheme is also based on the Gold Apple chain’s brand book and corporate identity:The main body is metallic, the elf case is in the signature lime green, and the other cases use the signature pink and purple, referencing the brand’s recognizable image without hindering the introduction of unique special collections.
UI/UX Interface Concept
The core mechanic is based on the Tamagotchi-style game from the «Golden Apple» mobile application:
Elf Customization: The ability to change the pet’s appearance across three parameters (top, bottom, accessories).
Mini-Games: Two mini-games for earning internal bonuses (beauty items).
Retail Features: Quick display of the loyalty card and activation of the beauty box.
The interface utilizes pixel art styling for a nostalgic nod to classic Tamagotchi toys.The interface is programmed onto a microcontroller and requires collaboration with a development engineer for refinement.
Packaging and Point of Sale
A two-tiered, branded packaging system has been developed:
For the cases: A branded silicone pouch with a slider closure (or zip-fastener).
For the device itself: Accessible cardboard packaging featuring a molded plastic insert.
Packaging and point of sale
Points of sale are available in the brand’s retail stores, or can be ordered via the mobile application or third-party marketplaces for online purchase.
