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amiibo sales have “smashed” Nintendo’s expectations as more stock promised

Nintendo have shared how amiibo sales have “smashed” their own expectations, revealing that it has been interest from collectors that has strained available stock.

Nintendo differentiated themselves from current toys-to-life category contenders Skylanders and Disney Infinity, by making amiibo compatible with multiple Wii U and Nintendo 3DS titles and removing any need for a portal.

“Right from the outset we hoped that amiibo would be strong, but even our expectations have been smashed,” Nintendo UK’s head of consumer marketing James Honeywell explained in MCV‘s latest issue. “With a unique line-up of iconic characters that are loved by so many people, it really has been unprecedented.

“We hope to do a better job of satisfying these needs in 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.”

He continued, “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.”

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