Meta has unveiled the Muse Charm, an AI device styled as a pocket-sized accessory that resembles a Tamagotchi, though reactions to its potential success have been mixed. The device capitalises on a flourishing trend amongst Gen Z consumers who have embraced various dangling items and bag charms as fashion accessories, suggesting the form factor could appeal to younger buyers seeking personality expression through their technology and style choices.

The Muse Charm builds on a significant market phenomenon demonstrated by previous successes: Hailey Bieber's Rhode lip case generated £212 million in annual net sales before the brand's billion-pound exit, whilst the Labubu collectible charm craze expanded Pop Mart's revenue to $1.8 billion in 2024—a sevenfold increase from 2019. Rather than echoing the Tamagotchi entirely, the device more closely mirrors an existing Gen Z practice of wearing Apple Watches as fashion charms, with thousands of keychain variants now available on major retail platforms. Analysts project the global bag charm market will exceed £1 billion by 2030, reflecting sustained consumer interest in customisable, personality-driven accessories.