Amiibo Figures Reach New Shipment Milestone, Best-Selling Toys Revealed

21 million Amiibo toys sold to date.

38 Comments

Nintendo has now shipped more than 21 million Amiibo figures worldwide, the company announced as part of its latest earnings presentation. The toys originally launched in 2014 alongside Super Smash Bros. for Wii U and have become something of a phenomenon.

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This is up from 10.5 million, which is the number of Amiibo toys shipped in Nintendo's entire previous fiscal year. Nintendo is on pace to blow past that figure this year, as Amiibo sales reached 10.6 million in the first half of the current fiscal year.

For Nintendo's latest quarter, Amiibo shipments were approximately 6.4 million units, which represented an all-time high for a single quarter. Nintendo specifically called out the Super Smash Bros. and 30th Anniversary Mario toys as top performers in the United States, the largest Amiibo market worldwide.

Nintendo president Tatsumi Kimishima said the success of Amiibo in the latest quarter was particularly noteworthy given that the holiday shopping season hasn't kicked in yet. However, he did acknowledge that Amiibo shipments aren't necessarily reliant on the year-end shopping season.

"The trend for this product being steadliy purchased regardless of seasonality is continuing," he said.

Nintendo also announced which Amiibo toys are the most popular in Japan, the United States, and Europe based on cumulative sales. These are listed below and also include the new Amiibo cards, which are proving popular in Japan where demand has outstripped supply, Nintendo said.

Note, however, that the list below may not be entirely accurate, as Kimishima said supply issues have impacted the availability of some characters in certain regions.

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The new Amiibo card-types have shipped approximately 8.6 million units, Nintendo said.

As for Amiibo figure sales by region, the Americas led the way by a significant margin. Kimishima said the big success in the Americas is attributable in part to the fact that the toys-to-life market is already popular in the region with games like Skylanders and Disney Infinity.

"The Americas market still holds more than half of the total sales but you can tell from the graph that regions other than the US, where toys-to-Life products had a late release, are gradually expanding," he said.

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Nintendo's Amiibo toy line may be selling well, but it's nowhere near Activision's Skylanders series. The Call of Duty publisher has sold more than 240 million Skylanders toys by its latest count. Of course, Skylanders launched back in 2011, while Amiibo is not even a year old yet.

The current toys-to-life market consists of Skylanders, Disney Infinity, Amiibo, and the latest entrant, LEGO Dimensions from Warner Bros.

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ConsoleHaven

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Nintendo could have been such a dominant force in today's console market place instead of runner up if it wasn't run the way it is today. Their business has turned a much bigger profit than Sony's and MS's (console divisions only) but it remains the furthest from people's consciousness today and indeed the players they brought in from the Wii have migrated to Xbox 1 and PS4

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Neurogia

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@consolehaven: All the casual gamers that bought a Wii went back to playing games on their smartphones and tablets.

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Gamecube_Gamer

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Nintendo, take notes. This is what happens when you have more amiibo's available to purchase.

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rikku45

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Nintendo dusted off their money printing machine.

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TJDMHEM

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i'm glad the amiibo are selling well.

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Darth_Tyrranus

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The numbers might have been different if you could actually find the amiibo that you wanted. I never was able to get my hands on a Shulk amiibo because Nintendo intentionally made them scarce. The end result is that I didn't buy any amiibo at all. Very stupid on Nintendo's part.

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D-MonDRV

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@Darth_Tyrranus: The Shulk amiibo is readily available at Best Buy now, and the reason why they were scarce is because he's an obscure character. The reason why you see Mario, Luigi, and Pikachu on shelves consistently is because they're known and they sell, as made evident by that chart.

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Darth_Tyrranus

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@D-MonDRV: After I posted this, I went on Amazon and found that they had two Shulk Amiibos in stock, so I bought one. But I still think Nintendo has made many of the Amiibos scarce on purpose. Not only were many of the Amiibos out of stock for an extremely long time, but they also refused to commit to making more despite the demand for them. Some of the Amiibos had such high demand that they were selling for hundreds of dollars online. Nintendo really doesn't have a valid excuse as to why they have been so slow to produce more in a timely manner.

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deactivated-58ce94803a170

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@Darth_Tyrranus: They are hand painted in America and the demand was way to high. Nintendos board didnt even want to sell them at all cause they though it would sell bad. But Iwata override the board and released them.

Nintendo has had many reprints of rare Amiibos, its why prices have gone down. Are some rarer then others? Of course, as with all collector type toys they have to regulate production. But Nintendo has done a great job at keeping them going. And the only rare Amiibos are mainly the less known ones.

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Darth_Tyrranus

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@mesome713: First of all, I find it very hard to believe that all of the Amiibos are hand painted. If so, how did the double cannon Samus or no leg Peach slip by? That argument aside, even if they are all hand painted, how does that justify Nintendo's production performance? Nintendo chose the most inefficient method of painting possible, and somehow it's not their fault that there is a supply shortage? Let's face it, Nintendo has lost a lot of sales due to their own poor decision making.

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deactivated-58ce94803a170

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@Darth_Tyrranus: I wouldnt say lost, shortages can help sales by a lot. Machine cant paint these type toys as good as people. Nintendo pays a very talented team in California to paint them. But yeah, it is Nintendos fault they are so popular, they will continue to improve on them.

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Arachnofunk

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Edited By Arachnofunk

Glad they're doing well with Amiibos, hope this helps boost consoles sales.

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Megavideogamer

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At least the sales of Amiibo are helping to keep Nintendo afloat. And off setting to flop of Wii U.

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EmprahToddler

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Pretty sad that Nintendo has to resort to selling these plastic toys just to earn a profit.

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Slypher9

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@emprahtoddler: so diversify is bad? Tell Microsoft to stop selling Windows OS etc, and tell Sony to stop doing movies/selling TV, phones etc... If Saga had diversify maybe just maybe they would still be in the console business..

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JDlok

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Edited By JDlok

It's honesty amazing that you write for a major video game news website and you call amiibo "toys". If they were "toys" do you honestly think that they would be selling so much? Every amiibo is a piece of SOFTWARE that links somehow to a GAME! Morons.

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lenyora-sama

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@jdlok:wow.just...wow

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Xristophoros

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@jdlok: lego sells better than amiibo and they are TOYS!... i think you wet your diaper... you might want to get that changed asap :D

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Xristophoros

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nintendo is doing a better job selling useless toys than video game hardware/software. that looks like a problem but i could be wrong :D

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deactivated-58ce94803a170

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@Xristophoros: Considering Nintendo has the worlds best selling console, i would say you cray cray.

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Xristophoros

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Edited By Xristophoros

@mesome713: wait, you mean the 3ds? it has been on the market 2.5 years longer than all the other consoles lol. its monthly rate of sales is a fraction of what ps4 is putting up. so no, you are wrong. in 2.5 more years the ps4 will have long surpassed the 3ds total sales at this point in time. by your logic, the ps3 is the best selling console currently on the market then lol...

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Avatar image for deactivated-58ce94803a170
deactivated-58ce94803a170

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@Xristophoros: No, no, no, no, PS4 could only dream of selling as hot as the 3DS even so long after release.

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xOmniCloudx

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Japan doesn't appear to care for non-Mario brands that much half their list is Mario and only one is not actually the character Mario. Then they have two Splatoon amiibo despite the game not even being a year old and then there is animal crossing and Kirby which isn't surprising given culturally they fit Japan to a tee. Zelda is one of the few outright western style games they accept so I can see why it's there. Everything else just isn't that big there then. I'm shocked Pikachu isn't much higher for them given how insanely merchandised he/she is over there over anything else Pokemon. US and EY lists aren't surprising however I am shocked EU cared about yarn Yoshi so much and also shocked yet happy that EU loves Donkey Kong so much.

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deactivated-58ce94803a170

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@xOmniCloudx: Have to remember Classic Modern Amiibo was imported heavily since is not available in America other then in the Wii U bundle. Splatoon Amiibos where also imported heavily due to selling out so fast. Its hard to really gauge the favorites yet.

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Tiwill44

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Tiwill44  Online

It makes sense. I mean, I'm not even an action figure kinda guy and I already bought 2. Will probably get Falco too since I main him in smash.

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LionInk

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The Amiibo cards in Japan don't surprise me, but #5 in the US already? Wow.

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deactivated-58ce94803a170

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@lionink: Them dang things would be number one if they hadnt sold out on like day 1.

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R4gn4r0k

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"Hey, we have no games for Wii U

But we do have amiibo, yaaaaaaaay !!!"

Wait, I went from toys to video games. Now Nintendo is trying to reverse this :O

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JDlok

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Edited By JDlok

@R4gn4r0k: If you knew anything, which you clearly don't, maybe you wouldn't open your big mouth before you talk. Go read some history, dipstick.

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deactivated-58ce94803a170

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@R4gn4r0k: Nintendo has always made Toys, every single year. And this will help bring more games to Nintendo, that way Nintendo wont have to support their system by themselves so much.

Thats how awesome Nintendo is, theyre supporting the Wii U all by themselves, its a miracle, no company has ever done this.

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R4gn4r0k

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@mesome713: Praise the lord for this miracle

And that we are allowed to witness such greatness in our lives.

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This_Bro_Knows

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Amiibo was a smart idea by Nintendo. Because they appeal to children as toys/add-ons and as adults as collectibles/add-ons they have a large market. I think keeping the supply lower than the demand, although frustrating to the consumer, has also been a smart idea because it makes them more of commodity. It's also just a good way to convince people to buy DLC.

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deactivated-58ce94803a170

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Kirby should be number 1 across the board, this shat is rigged. Japan has good taste, that Super Mario series Amiibo is my favorite Mario.

Also cool that the 21 million doesnt include the cards which is amazing, good stuff Nintendo.

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DaDLM

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Edited By DaDLM

@mesome713: Japan has good taste? With 4 mario in top 10, that's not good taste in my opinion.

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deactivated-58ce94803a170

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@dadlm: I think only reason Classic Modern Mario sold so good is cause America couldnt buy it and had to import it.

But the Amiibo they have are the fun ones. Inkling boy and girl are awesome Amiibos, they unlock the special weapon challenge modes.

But yeah, they all look like good taste, i was just saying cause Kirby is so high and hes my favorite. But due to shortages, its way to hard to tell. You cant even buy Kirby in America no more.

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DaDLM

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@mesome713: Kirby is simply awesome ^-^, I want Kirby and Yarn yoshi just because they are cute.

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