Overview

PRiMOPUeL is a toy line co-developed by Bandai and Wiz, featuring characters designed by Akiyasu Nishimura with concept development led by Bandai’s Katsura Arai. The name derives from the Latin words primum (“first”) and pueri (“boy”). The franchise expanded into a wide range of merchandise—including food, books, and various collectibles—but its centerpiece was the line of interactive dolls. While specific features varied slightly between series, the core functions of the dolls remained consistent across all generations. The main unit includes seven built-in sensors and switches, allowing it to respond to touch and voice by talking, singing, and engaging with the user. Its mood and personality evolve based on how often you interact with it and how you treat it, giving it a growing, learning personality. It can also learn new words and songs over time.
Additional built-in functions include a clock and calendar, which allow the character to adjust its speech and behavior depending on the time of day. It can wake up and fall asleep, react to seasonal changes, and even catch a cold, making it feel more lifelike. The type C version of PRiMOPUeL is capable of speaking around 280 words, though this number can vary depending on the model and series. A variety of interchangeable outfits are also available, letting users enjoy it as a dress-up doll.

PRiMOPUeL was never officially released outside of Japan, aside from a French-language and Korean-language version of some products. However, a U.S. patent filed on June 19, 2001, suggests that Bandai showed interest in launching the doll in the American market—though these plans were ultimately never realized.

Since the small hassle of catching a cold is reminiscent of real child-rearing, the circle of fans has spread around Japan by word of mouth, mainly among middle-aged and elderly women who have finished raising their own children. It was supported by a wide range of age groups, including parents with children, housewives who have not been blessed with children, young people in their 20s, elderly people living alone, support centers, and nursing care facilities and it has become a huge hit as a common toy that can be enjoyed by three generations of parents, children, and grandchildren.

PRiMOPUeL became beloved not only for its charming design, but also for the warm and inclusive community it inspired. Originally marketed toward women in their twenties who felt lonely, the doll quickly resonated with a much broader audience—including the elderly, people with disabilities, and those seeking the emotional experience of nurturing a child even if it wasn’t a possible reality. The fanbase grew remarkably large, giving rise to unique initiatives such as toy hospitals for repairs, kindergartens where fans could leave their dolls and connect with others, and even a dedicated PRiMOPUeL newspaper that ran until 2001 and a magazine that ran until 2017. The community that formed around PRiMOPUeL was deeply rooted in spreading happiness, kindness, and positivity. Bandai supported this spirit by organizing numerous charitable events and fostering a welcoming environment that embraced people of all ages and abilities. It is important to note that, unlike most concept artists, Akiyasu Nishimura was involved with the PRiMOPUeL community up until its very end. He showed up to many of the official events and can be seen in many photos with fans and signing autographs.

Thanks to its adorable appearance, simple operation, and rich vocabulary, along with fan participation events that encouraged interaction within the community, PRiMOPUeL maintained its popularity much longer than similar ‘fad’ toys, estimating to have lasted until 2017!

Setting

Character

Born on November 13th, 1999, the individual PRiMOPUeL who serves as the mascot of the product line is an alien from the planet PRiMO, with a body and spirit reminiscent of a five-year-old boy. Although often referred to as male, PRiMOPUeL is genderless. Several individual PRiMOPUeLs have also been referred to with female pronouns by BANDAI.

PRiMOPUeL has a kind and honest nature, though they can also be moody and a little spoiled.
His favorite place is his home. they also enjoy singing and talking, and his special talent is healing broken hearts. His dream is to always be with everyone and to one day become a singer who performs on TV.
He dislikes being told he looks like a monkey. Initially, he didn’t even know what monkeys were and worried about whether they were as cute as he is. Eventually, it was decided that he strongly dislikes any comparison to monkeys. His sensitive spot is his tail — he gets upset if someone touches it repeatedly.

Species

PRiMOPUeL are a fictional species originating from the planet ‘PRiMO’. While their body shape remains consistent, their colors and personalities vary greatly. According to the lore, a PRiMOPUeL’s body color and food preferences are influenced by the time and place of their “birth.”

(See chart below for details on the correlation between color and birth circumstances.)

The first-generation PRiMOPUeL doll is a standard 30 cm tall model capable of speaking approximately 250 words. Its mood and personality shift is based on how it is interacted with, and it can display various traits such as kindness, sweetness, cheerfulness, sulkiness, and even pretentiousness. The voice of a five-year-old boy was selected for PRiMOPUeL after auditions involving around 50 participants.

This model features seven built-in sensors and switches:

• A forehead-stroking sensor
• A talk sensor in the right ear
• A kiss sensor on the left cheek
• A hug sensor
• Squeeze switches in both the right and left hands
• A tail switch

Color Variations

The original line of PRiMOPUeL dolls were released in five standard colors:
black, red, blue, orange, and purple. Later on, many different color variations were added (see below)

Additional Color Releases

Limited Editions and Campaigns

Several special editions were released, often in limited quantities:

• White: Limited to 100 units, released on March 9, 2000 at 3:09 PM via E-Shopping Toys
• Pretz Prize: 3,000 units distributed through a campaign by Ezaki Glico starting June 1, 2000
• 2001 Limited: 300 units, released in November 2000
• Toys “R” Us Edition: Released in December 2000
• Asobi: 1st Anniversary Edition: 300 units, released on April 27, 2002
• 2002 Japan National Soccer Team Version: Released on May 24, 2002
• Pearl Green & Pearl Pink Twin Puer: 3,000 units released on November 15, 2003 to celebrate the 4th anniversary
• Toys “R” Us Orange: Released in November 2003
• First Prize Original Color: Only 5 units distributed on October 23, 2004 to celebrate the 5th anniversary and 1 million units sold
• 6th Anniversary Editions (October 22, 2005): “Blue Sky,” “Ohisama,” and “Starry Sky”—three heart-themed designs as limited editions

Click here for more information on PRiMOPUeL color variations

Clothing Series

To celebrate the 2nd anniversary, a clothing line called “I Love Dressing Up! PRiMOPUeL” was introduced. There are six outfit sets:

• Set A (Sept 2001): Black Puel in overalls
• Set B: Grape Purple Puel in a sailor-collar shirt
• Set C: Sakura Pink Puel in a tunic blouse
• Set D (Dec 2001): Black Puel in a hooded sweatshirt
• Set E: Grape Purple Puel in a navy blazer
• Set F: Sakura Pink Puel in a rabbit costume

Diverging into the Portable World

In September 9, 2000, a portable version of PRiMOPUeL was introduced as a new character called KOPUeL. Despite being a different character, they look almost identical to PRiMOPUel only smaller. In some official artwork, KOPUeL is differentiated from PRiMOPUel by having a more rounded face shape.
Read more about KOPUeL here

A different character that was essentially KOPUel but with more features was also released under the name PRiMO CHOCOL.
Read more about CHOCOL here

Heart-filled PRiMOPUeL

Released on October 23, 2004, this version of PRiMOPUeL features a voice recognition function. On the day you activate it, you’re prompted to register four custom phrases: PRiMOPUeL’s nickname, “Let’s play,” “I’m leaving,” and “I’m home.” When you press the right-hand grip switch and speak one of these registered phrases, PRiMOPUeL will respond in a special way or start playing.

This version can speak approximately 400 words. Both arms are movable, and it can raise them up to 180 degrees, allowing for expressive poses with arms held high.

It is slightly larger than the original PRiMOPUeL, meaning it may not fit older outfits released before 2004. In autumn, this model catches a severe cold that may linger for several days—adding a touch of realism.

It comes in two colors: Black and Cherry. To differentiate it from earlier models, it’s sometimes referred to as Type S.

Plenty of Songs PRiMOPUeL

At first, PRiMOPUeL is too shy to sing, but after the third day, it starts practicing. If you press the right-hand shake switch within one minute of it speaking, voice training mode begins.

Additionally, it sings around 20 seasonal or mood-based songs. This model introduces new behaviors, including hiccuping and begging, and can speak roughly 380 words. The voice actor has been changed for this edition.

An Easy Battery Box is included, replacing the screw-fastened battery cover with a tool-free system for easier battery changes. This version is sometimes labeled as Type D to distinguish it from others.

It was available in two colors:

• Black
• Green Salad — the winning entry from a 2005 website color poll.

A limited edition embroidered with a heart was given exclusively to shareholders owning three or more shares.

Attempted reboot

Heart Grows! PRiMOPUeL

Released on November 9, 2013, this updated PRiMOPUeL features a refreshed design with a soft, fluffy texture for a more cuddly feel.

• Forehead stroking sensor
• Right ear talking sensor
• Left cheek kiss sensor
• Hug sensor
• Right-hand squeeze switch
• Left-hand squeeze switch
• Right foot IR communication sensor
• Tail switch

Available in black and pink, this model is sometimes referred to as E-type to distinguish it from previous versions.

To activate communication mode, place two same-type PRiMOPUeL’s facing each other foot-to-foot, then press and hold both of their right-hand switches. They will talk back and forth for three exchanges.

A new Imitation Mode has been introduced. Press and hold the left-hand shake switch to enter the mode, then press the right-hand shake switch to record up to 10 seconds of audio. Pressing the left switch again plays the recording in a fast-talking or high-pitched voice. The tail switch cancels Imitation Mode, but Primopuel can store up to five recordings, which it may play back at random. If you try to record a sixth audio, the oldest one will be erased.

This model introduces four personality types and four levels of friendship, referred to as Puer Types.
Friendship starts with a five-day meeting period and progresses through four stages:

1. Still to Come
2. Good Friends
3. Lovey-Dovey
4. Super Lovey-Dovey

The higher the friendship level, the more PRiMOPUeL will talk. However, if ignored, the friendship level will gradually decline.

Personality begins as a standard Puer P type, but once the friendship reaches the Good Friends stage, your interaction style determines which of the following types it evolves into:

• Type A: Activated by frequent use of the hand squeeze switches. A polite, clean, serious, and thoughtful personality.
• Type B: Triggered by lots of hugs. A relaxed, optimistic, friendly, and competitive personality.
• Type O: Encouraged through frequent petting. A cheerful, easygoing, romantic, and warm-hearted personality.
• Type AB: Developed through storytelling and kisses. A cool, brilliant, and idea-driven personality.

The personality type may change once a year. You can check both personality and friendship levels in Secret Signal Mode by pressing and holding both hands at once.

This model has an impressive vocabulary of over 2,000 words, and even more words can be downloaded from a special website using the included Heart Seed (SD card). By registering your birthday, nickname, location, and hobbies on the robot’s personal webpage, PRiMOPUeL will speak personalized dialogue.

You can also input up to four daily events, two months in advance, on the calendar. The robot will remind you of upcoming events the night before and the morning of each event.

At the WEB PRiMOPUeL Kindergarten, new conversations are taught through monthly lessons across five subjects:

• Foreign Language Class: Learn greetings in languages like English and French
• News Class: Learn about current events and fun new vocabulary
• Music Class: Seasonal and themed songs
• Japanese Class: Tongue twisters and stories
• Social Studies Class: Dialects from around Japan

You can save the lessons in your library and upload them to PRiMOPUeL via the Heart Seed, allowing the robot to remember and speak what it has learned.

Note: The distribution of new downloadable content ended in November 2017, but the Primoplanet.org Archive has some of these files ready to be dragged and dropped into your Heart Grows! PRiMOPUeL’s Heart Seed! (you must unzip the files and drag and drop what is in the dropoff folder into your PRiMOPUel’s SD Card)

Other PRiMOPUeL products

Kuta Chara Series PRiMOPUeL

A beanbag plush toy released in January 2000, measuring approximately 20 cm in length. It does not include a talking feature. Available in five colors: black, red, blue, orange, and purple.

To celebrate the 6th anniversary on November 13, 2005, six new mini Kuta characters were introduced:

• Black
• Pudding
• Sakura Pink
• Primo Pupu
• Primo Corola
• Primo Teddy

On November 28, 2009, four new Primo Friends joined the lineup:

• Primopuel Lavender Mint
• Primo Pupu Cranberry
• Primo Peace Muscat Peach
• Primo Tedi Sakura Peach

PRiMOPUeL Mini Collection

A series of mini figures released via Gashapon in May 2000. These figures do not have talking capabilities. The collection includes 10 different types.

Blinking PRiMOPUeL

A small Primopuel figure released in May 2000, featuring a sound sensor that allows it to speak 10 words. Available in five colors: black, red, blue, orange, and purple.

The Big and Surprising PRiMOPUeL

A giant plush toy sold in October 2000 at select stores. It does not have a talking function and is available only in black. The price was 120,000 yen.

Fragrance PRiMOPUeL

Released in March 2001, this stuffed animal features a pocket on its back for a scented bag. It does not talk and comes in five colors: black, red, blue, orange, and purple. The small sachets with natural herbs are available in four scents: rose, lavender, chamomile & peppermint, and citrus.

There are also Kopuel versions available in four vibrant colors: Lovely Strawberry, Smiling Carrot, Happy Clover, and Exciting Soda.

DIY Transparent Soap Kit

Released in March 2001, this kit lets you create your own original soap by mixing clear soap base, essential oils, a PRiMOPUeL mini figure, and herbs. It comes in three varieties:

• Entrancing (lavender)
• Moist (geranium)
• Refreshing (rosemary)

In Other Media

Because of the PRiMOPUeL product line’s initial popularity, the characters have been referenced in various forms of media.

• PRiMOPUeL made a cameo in the Gamecube Game “Chibi-Robo! Plug into Adventure!” as a toy with a soul. Despite being a Japanese only property, this cameo is featured in all versions of the game.
• He has also appeared in dramas, and has appeared in such as “Kamen Rider Ryujo” and “The world that crosses is all ogres” .
• The design of the Digimon “Pucchiemon” was inspired by PRiMOPUeL.
  According to Wikimon.net: “Pucchiemon is an Armor-level Fairy Digimon which evolved through the power of the “Digimental of Kindness”. Owning a whimsical personality, it loves to have its head stroked and to share secrets with others, and can be found singing songs when in a good mood.”
• PRiMOPUeL cameoed in a flyer made to celebrate Tamagotchi’s “Eco Day” which also featured the Tamagotchi character Kuchipatchi. (Authors Note: Needs Research)
• PRiMOPUeL as well as PRiMO COBOL and PRiMO COROLa were serialized in Shogakukan’s magazines “Ciao” and “Shougaku 4-nensei”. Because of this, the characters cameo in several different pieces of Furoku including trading cards and sticker flakes.

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