US toy giant Hasbro has announced the return of the iconic 90s toy, the Furby.
The interactive toy was initially launched back in 1998, with over 40 million units sold across the world in the first three years.
With its own 'Furbish' language, the furry robotic toy sparked a collector craze, which drove auction prices above retail prices.
"For the brand's 25th anniversary, we wanted to ignite the same excitement for this new generation by harnessing Furby's power of nostalgia while giving Gen Alpha everything they crave," said Kristin McKay, vp & general manager, Hasbro fashion & preschool.
The toy is still noisy, with five voice activated modes.
"Over the past few years, we've done a lot of research to understand what kids would want to see in a new Furby," said Ms McKay.
"Through this research, kids told us that it was important for Furby to be their ultimate best friend - a furry companion to do all the things a BFF would do, like dance to music, share fortunes, meditate, mimic each other in silly voices, and even put on a light show, and that’s exactly what we created."
The return of the Furby comes amid a sharp drop in demand for Hasbro toys, as customers cut back on spending amid rising prices.
Back in February, the company forecast annual profit below Wall Street estimates.
