A very famous Tamagotchi idol named Lovelin moves to Tamagotchi Town to host a footrace. The following day, at school, a shy, yet sweet new girl named Lovelitchi came to class. Little were her classmates aware that she was actually Lovelin. Poor experiences in prior schools caused Lovelitchi to decide to keep her Lovelin identity a secret when transferring to Tamagotchi School. After Mametchi told Lovelitchi he sees her as a Tama-Friend, she soon gets nervous due to the fact that Tama-Friends are never dishonest with each other. On Mametchi's birthday, Lovelitchi announced that she was, indeed, Lovelin. She feared that her newly-made friendships would come to an end, but everyone was quick to forgive her, and she was relieved. Everyone at the party then resolved to keep her idol identity a secret amongst themselves and they would go on to join her in acting in TAMAX-TV TV shows.

Daily life continued from that point until a legend about "The Kuchipatchi of Truth" was learned about by Mametchi, Memetchi, and Kuchipatchi. It caused a variety of shenanigans, included teleporting the main cast back in time and Lovelitchi's cell phone, Telelin, coming to life. Telelin would join Lovelitchi on her adventures and would have adventures on her own.

An outgoing violinist named Melodytchi eventually moves to Tamagotchi Town. Lovelitchi quickly became friends with her and they became an idol and violinist duet, performing many songs together. Melodytchi would eventually bring her new friends to Melody Land after being invited to perform at a concert. After Melodytchi and Lovelitchi performed their new song together to the queen, the Melody Charm revealed itself to the two and they would be allowed to keep it. Sometime afterwards, a new group of Tamagotchis would enroll into Tamagotchi School causing some students to move into other classes to make room. Included in this group is Moriritchi, a bright and optimistic fashion designer. Moriritchi quickly became Tama-Friends with the cast, especially Lovelitchi and Melodytchi.

Moriritchi uses her Tamamori to help her friends through various situations and becomes part of the TAMAX-TV show, Sparkling Tamamori Heaven. Pashalin, Moriritchi's childhood camera come to life, is also introduced. The main cast continues to have adventures, this time featuring the new Tamagotchi characters that have enrolled into Tamagotchi School.

Telelin becomes Pashalin's senpai as they are both machines come to life. The main cast also goes on a journey to find the location featured in a photo left in Pashalin's memory, eventually finding the town where she was created. The tama-friends enjoy their summer vacation and travel with the cast of Sparkling Tamamori Heaven to different locations to participate in tamamori themed competitions. When they return to Tamagotchi School, everyone gets caught up in the trend of Tama Profiles, where Tamagotchis write about themselves on pages and exchange them with friends to learn more about them. Shortly after, a human girl named Tomomi arrives on Tamagotchi Planet following a malfunction from one of Mametchi's inventions.

At that time, the Tama-friends discovered Tama Hearts, magical objects formed from strong bonds of friendship and love. Princess Tamako encouraged them to collect any hearts they come across, feeling that they must be destined to do something with them. Mametchi created the Tama Profys, devices that could store the Tama-Hearts shortly after they were uncovered, and gave them to Lovelitchi and Melodytchi. Every time a Tama-Heart was found, Lovelitchi and Melodytchi would take out their Tama Profy and store the Tama-Heart inside. At one time around that time, a mysterious Tamagotchi named Kizunatchi got out of the devices and offered to help with the search. Not long after, Tomomi leaves to return to the Earth and a new Tamagotchi girl with a massive crush on Mametchi, Himespetchi, arrives and agrees to help with the search after befriending everyone.

Mametchi continues to research the Tama Hearts and Kizunatchi's connection to them, eventually learning about Hatokamitchi, the god of Tama Hearts. The Tama-friends eventually visit him at Ha Island and he encourages them to collect more Tama Hearts so the ancient heart stored in the island could be summoned and used to bring back all the missing Tama Hearts on Tamagotchi Planet.