Toys-to-life sales shift from amiibo and Skylanders to LEGO Dimensions and Disney Infinity in the U.S.
According to the NPD Group, spending on gaming-related accessories – including toys-to-life figures – is experiencing a five percent dip year-over-year. That amount came in at $117.1 million last month in the United States. While sales of amiibo and Skylanders have fallen, LEGO Dimensions is up, as is Disney Infinity.
NPD analyst Sam Naji says there was “a 34 percentage point shift in dollar share” from Skylanders and amiibo to Disney Infinity and LEGO Dimensions. “Although total spend for interactive gaming toys declined by 3 percent compared to last year, consumers spent an additional 55 percent on Disney Infinity accessories and $3 million on Lego Dimensions, which launched in September 2015,” Naji said.
Disney Infinity’s bump can almost certainly be distributed to retailer discounts on toys following the cancellation of the series. With amiibo, new releases have slowed, though things may pick up when the new Mario line launches in November.
