Nintendo UK: Amiibo “Smashed” Expectations

The amiibo NFC line is selling mighty fine. Back in February, Satoru Iwata expressed his surprise that amiibo were exceeding demand. In a new interview with MCV, Nintendo UK’s James Honeywell added his two cents on the popularity of amiibo, in that their success smashed all expectations.

“Right from the outset we hoped that Amiibo would be strong, but even our expectations have been smashed. With a unique line-up of iconic characters that are loved by so many people, it really has been unprecedented.”

In addition, he reiterated that Nintendo is planning to restock the rarest of amiibos, those that sell out and are required for certain titles. In the States, we’ve been promised more Marth figures for next month, as he has a function in Code Name S.T.E.A.M.

“We hope to do a better job of satisfying these needs in the future with more stock, and, while there are always going to be some times when we can’t on certain characters, I suspect that is also part of the appeal.”

And just like Iwata, James was taken aback by the number of collectors who want every amiibo released. He knows those customers are whales, but he also believes that younger players (i.e. children) are beginning to find “appeal” in amiibo.

“What we hadn’t anticipated was the number of collectors wanting to get them all – this has seen demand exceed supply in some areas. Although, if you search around, you can still find some of the more hard-to-find Amiibo sitting on shelves.”

At last report, Nintendo has sold 5.7 million amiibo figures worldwide. By this point in their fiscals, that number has surely grown. The company faces increased competition later this year when LEGO Dimensions launches in addition to the continuation of Skylanders and Disney Infinity. Whether amiibo survives into the fall, let alone irons out its supply/demand issues, remains to be seen.

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A man with a plan. My favorite video game franchise is Pokemon, but his favorite video game is Resident Evil 4. I can also tell you trivial cartoon factoids.