Parents Don’t Mind Spending $131 On Skylanders, Disney Infinity, And Others In Six Months

The NPD Group has issued a report on one of the hottest segments of the gaming industry: action figure games. Whether you call them “toys to life” or “interactive gaming toys,” more competitors are trying for a slice of the pie.

Activision’s Skylanders, the genre originator, now faces competition from Disney Infinity, Nintendo’s Amiibo figures, and Warner Bros.’ Lego Dimensions this fall. The survey included 1,187 parents with children ages two to seventeen, of which at least one child in the house plays these games.

What NPD found out is that among those families surveyed, average investment in the genre over the past six months was $131 per household. The survey also inquired about satisfaction with these games, and parents responded significantly (77 percent) that they felt the investment was either “definitely worth it” or “probably worth it.”

Retention in the genre is also expected to be high, with 65 percent of the qualified survey pool indicating that they will purchase a new toys to life game in the next six months. 67 percent suggest that they will at least purchase another interactive gaming toy.

Also speaking to long-term engagement, of surveyed families, only seven percent have abandoned the genre. This is attributed largely to families “aging out” (specifically with children reach age nine or older).

As you may have noticed when shopping for these items, adults are infatuated with the figures. Of surveyed households, over 50 percent include an adult that plays. With regard to Amiibo, NPD notes that in 21 percent of surveyed households, only adults are using the figures.

And while none of these figures feature articulation (at least not until Lego Dimensions is released), the toys are used as action figures a reported 22 percent of the time. This is measured as time interacting with the toys that does not involve a related video game.

Our Take
If you find yourself asking how come Skylanders, Disney Infinity, Nintendo Amiibo, and whatever else comes down the road continue to find success, here’s your answer. Families love these games, and kids like having something tangible that they can bring to their digital experience. Additionally, action figures give kids an easy way to recreate their on-screen encounters after mom and dad shut off the console for the night.