Young Japanese women in their thousands have been flocking to acquire a miniature electronic game that provides them with a virtual pet. The digital device generates a "tamagotchi", or "cute little egg", which at a certain time signal hatches on screen.

The newly-fledged creature then goes on to emit a series of piteous beeps that require its owner to regularly press buttons in order to feed it three virtual meals a day, plus virtual snacks, take it to a virtual lamp post, and give it virtual injections to prevent it from becoming virtually ill.

Looking after a virtual pet is, according to one proud owner, a job.