Nintendo to now target amiibo at a younger demographic


Nintendo have been pleased with the sales that amiibo have achieved, that have so far “smashed” their expectations.

But their core audience has been older than the company was perhaps expecting, now looking to target a younger demographic to build on their current success.

“The core audience for amiibo at the moment is our older fans who have the love and disposable income, but increasingly we are seeing younger fans buying into the unique gaming experiences on offer,” Nintendo UK’s head of consumer marketing James Honeywell explained in MCV‘s latest issue.

With LEGO Dimensions as the latest contender to join the toys-to-life category, Nintendo welcome the competition in explaining that it only helps spur interest – even if retailers may struggle to find enough shelf space.

He continued, “Competition always helps grow desire for new products categories and I’m sure that having amazing new products from LEGO and existing offerings will do so again. I’m sure it will give our retail partners some headaches in trying to find enough space on shelf but they are very experienced in this sort of thing, so it should be a bumper Christmas.”

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