Skylanders And Disney Infinity Helped Make Amiibo Successful in The West, Says Nintendo

Amiibo initially dubbed too big and too costly by Japanese distributors.

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Nintendo has attributed the success of its Amiibo figures in the West partly to Activision's Skylanders and Disney's Disney Infinity toys-to-life franchises, according to president Satoru Iwata. Speaking during Nintendo's end of 2015 fiscal year earnings call, Iwata answered questions about the regional disparity for Amiibo sales and their attach rates to compatible games.

"When it comes to the figure and video game entertainment category, there are two existing franchises: Activision released Skylanders four years ago, and Disney released Disney Infinity two years ago… However, before we actually launched Amiibo, the number of consumers who were aware of the overall concept of this product category, namely, toy figures are lined up on a store shelf in the video game section and when you buy and use it with a game, something very fun would happen, differed greatly in Japan from the rest of the world," Iwata said.

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According to the Nintendo president, the United States in particular had already established a large toys-to-life market, whereas the category had "yet to show results in [Japan]." Iwata also revealed that Japanese distributors had initially dismissed Amiibo toys as being "a little too big in size" and too costly for a figure in the Japanese market. Despite this, Nintendo decided to go ahead and launch the Amiibo we see today, saying it was "most appropriate for the global market."

Iwata also revealed that Nintendo has been "testing various forms of Amiibo other than plastic figures" in addition to the card-format Amiibo products which were first announced in October last year during an earnings call.

Over 5.7 million Amiibo figures have been sold since the toys were launched last year. Nintendo recently lowered the suggested retail price for select Amiibo figures, down to $9.99 from $12.99. A new wave of Amiibo is expected to be released this month and includes Charizard, Pac-Man, Lucina, and more.

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Avatar image for nicholas_games
Nicholas_games

this is kinda ture but every 1 is copying the toy figures so really nintendo i going with whats popular(nintedo does not do that often) i am also typing this on a wiiu

Avatar image for phoenixbradley7
Phoenixbradley7

I can't even find any (minus the mass produced Mario ones)! And I refuse to pay $40+ for one on amazon or ebay!

Avatar image for megakick
megakick

What a nice way of saying your franchise is not so good.

Avatar image for ExplicitMike
ExplicitMike

What a nice way to say they copy them. Yet Nintendo always gets praised for originality.

Avatar image for jark888
jark888

I would rather buy the card form of Amiibo. Still wait to see full potential of them though.

Avatar image for b1ank
B1ank

I can never understand Nintendo. They do out of the box stuff like the Wiimote and WiiUpad. Not worrying at all if they are risky endeavors. But then basic stuff like this scares them. Seriously?

Avatar image for koxen
Koxen

<< LINK REMOVED >> trust me, I'm an engineer ;)

Avatar image for koxen
Koxen

<< LINK REMOVED >> manufacturing plastic is pretty damn complex, it's easier said than done. WiiU gamepad has already a manufacturing solution, the console too but now imagine the toys. for every amiibo there is a different solution for it to be manufactured, it is quite an ordeal.

Avatar image for Jaxith
Jaxith

I'm glad things are going well for Nintendo, but I'm going to give you some wonderful advice that would allow you to make even more money: stock the Amiibos that people want to buy, but can't. I want to buy your Amiibos, but I'm not going to buy one I don't want (or from the ridiculous resellers; they don't deserve my money).

Avatar image for dadlm
DaDLM

I'm buying them cuz i know i can sell them with profit in just few years.

Avatar image for ExplicitMike
ExplicitMike

<< LINK REMOVED >> So you're a scalper. How nice of you.

Avatar image for dadlm
DaDLM

<< LINK REMOVED >><< LINK REMOVED >> yep, if i can make profit with something what's the problem?

Avatar image for metallinatus
Metallinatus

So many fanboys badmouthing the amiibos just because they are being so successful.... wait on, I will grab something to put all the salt on!

Avatar image for Legend002
Legend002

Smart audience knee it's overpriced, we don't.

Avatar image for ballashotcaller
ballaShotCaller

<< LINK REMOVED >> its not overpriced for a Wii U owner, the quality is very nice and they all offer something extra in games which is just a plus.

Avatar image for YearoftheSnake5
YearoftheSnake5

I'm pretty sure they would have sold truckloads even before Skylanders or Infinity. Nintendo doesn't understand the power of their own brand.

Avatar image for gameroutlawzz
GamerOuTLaWzz

I have 14 amiibos(all factory sealed with the exception of Link I bought back when SSB released) sitting on my desk and never,ever,ever have I considered skylanders or infinty or wtv the other shltty toy-to-life gimmick that came before. I grew up playing Nintendo games, trading pokemon cards (during the first Poke gen) and playing even more Nintendo games through out the nes,snes,N64,NGC and now Wii U era. Nintendo iconic characters made amiibos so popular, not activitions garbage.

Avatar image for dylandr
dylandr

<< LINK REMOVED >> Don't forget they are statues of past times nostalgia ho!

Avatar image for thecman25
thecman25

except the fact that skylanders and disney infinity are better than amiibo

Avatar image for Bread_or_Decide
Bread_or_Decide

Well, how so? Those games lock significant content behind the toy purchases. Amiibos are a small bonus across a wide variety of games. A better value if you ask me.

Avatar image for DragonessAthena
DragonessAthena

Except Nintendo completely ignored what Activision and Disney do. Both companies don't restrict the sales of their products, they mass produce the heck out of them. They don't make tiny little shipments to create an insane demand for a single character. Disney doesn't make a single (normal) character a store exclusive forever, they just make an exclusive for a month. Disney doesn't require you to buy multiple characters for different games, unlike Nintendo who wants you to buy different Amiibos for different games.


Nintendo only copied the figures, nothing else. They didn't copy the business strategy or pay any attention on what makes money. The only people profiting off Amiibos are the ones that buy them and resell them for a higher price. If Nintendo just made enough figures, they'd get way more money than they do now.

Avatar image for Bread_or_Decide
Bread_or_Decide

Huh? Smash bros. Mario works in mario party 10. They dont make you buy multiple figures for diff games. Smash bros link works in hyrule warriors.

Avatar image for iandizion713
iandizion713

<< LINK REMOVED >> then they wouldnt be collector toys like Nintendo promised.

Avatar image for Jaxith
Jaxith

<< LINK REMOVED >> In my mind, the simplest, most common thing capable of bringing joy in the world is worth more than a rare item that does nothing but sit on a shelf. In other words, there's more value in a raggedy old doll that gets played with every day than there is in a rare action figure that does nothing but sit in a box, in a box, and remains such for no reason other than to one day be sold to a collector.

....And I want my Pit! *whines*

Avatar image for Thanatos2k
Thanatos2k

<< LINK REMOVED >><< LINK REMOVED >> They're toys. They're throwing money away by not meeting demand.

Avatar image for Nurg0
Nurg0

Skylanders are bought by kids, amiboos are bought by creepy fedoracore neckbeard mouthbreathers.

Avatar image for gameroutlawzz
GamerOuTLaWzz

<< LINK REMOVED >> Im more handsome than youll ever dream to be so yeah,whatever makes you sleep at night.

Avatar image for iandizion713
iandizion713

<< LINK REMOVED >> who also have kids. this is first time i have been able to buy Nintendo toys that can actually stand up good.

Avatar image for dylandr
dylandr

<< LINK REMOVED >> he's probably a bit lonely

Avatar image for dylandr
dylandr

<< LINK REMOVED >> so you buy amiibo's eh?

Avatar image for gawthy
gawthy

<< LINK REMOVED >> so you mean hipsters

Avatar image for Pewbert
Pewbert

Thanks for yet another Amiibo article. Make more of them. 25 a day.

Avatar image for iandizion713
iandizion713

Make us some more variants Nintendo, i need some more Amiibo's. I want my King Dedede. Im not a fan of Skylanders or Disney Infinity, i think they did it all wrong, the make it to were you HAVE to buy their figure to unlock levels in the game, to me this is no fair to the consumer, i like Amiibos cause they dont take from the game, and when you play online vs the world, its fun to show off you awesome skins.

Also if yall get better 3DS support, yall will make a killing, everyone has a 3DS, so much money can be made if yall made it easy for them to use with older 3DS's. Yall be rolling in money after that, selling 30-50 million Amiibos, and that to the fackin bank.

Eat that Japanese and those without Amiibos, i be balling on yall online with my pimp outfits. They be all like, o no, how they ball like that with that awesome suit, i be like, big pimpin, spending G's.

Avatar image for b1ank
B1ank

<< LINK REMOVED >> "Yall"

Sh!t when did I hit the south? Must of made a wrong turn

Avatar image for ExplicitMike
ExplicitMike

<< LINK REMOVED >><< LINK REMOVED >> LOL!

Avatar image for DragonessAthena
DragonessAthena

<< LINK REMOVED >> You should really play the games before you post. Disney Infinity figures don't lock you out of any in-game levels, they only unlock incredibly minor cosmetic items.

Avatar image for iandizion713
iandizion713

<< LINK REMOVED >><< LINK REMOVED >> i thought Disney Infinity characters each are mini games, unless something has changed, thats how it use to be. But yeah i have not or have no interest in playing their newer stuff.

Yeah sorry i was talking about the Play Sets, thats the ones i have tried, you have to buy each toy to unlock each play set to play or else your missing out, i cant stand that stuff.

Avatar image for deactivated-583276a1d2d91

I wish they made game instead of toys. I guess they needed easy money for they went for toys. Pathetic.

Avatar image for iandizion713
iandizion713

<< LINK REMOVED >> amen, if only they had more awesome games on 3DS and Wii U made by Nintendo. O wait, they made by a different studio, we in luck, more games on the way.

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