The Toys-to-life genre has become insanely popular, and with good reason. Who doesn’t want an action figure that can be played with in multiple ways? It’s a dream for collectors as well as for gamers. Between Skylanders, Disney Infinity, Amiibos and the upcoming Lego Dimensions, there is plenty to choose from. According to new research, parents don’t regret their decisions to invest in gaming like this.
According to research from the NPD Group, of the 1 187 parents with kids aged 2-17 of which at least one child in the house plays these games, the average investment in the genre over the past six months was $131 per household. 77% of those parents felt the investment was either “definitely worth it” or “probably worth it”. Two thirds responded that they will purchase more toys in the next six months.
I think the games are great for kids, but they’re also loved by adults. The research also yielded some information about adult engagement – 50% of households surveyed have an adult who also plays the games. As for Amiibo, in 21% of the surveyed homes only adults are using the figurines.
One of the great things about the genre is that even when you aren’t playing video games, the figures are interesting enough to warrant enjoying and playing with as old-school figurines. According to the NPD research, the toys are used as action figures an impressive 22% of the time. Obviously, even when parents turn off consoles, the kids enjoy continuing their playtime with their toys.
The games can add up to being quite expensive, but obviously parents are seeing the value in them. Kids love having the mixture between figurines and video gaming, and the adults in the house are also having fun with them. No wonder everyone is trying to get in on the pie – if parents don’t regret these purchases, it’s pretty safe to assume that they will continue to shopping this way for years to come. This is a market that’s sure to continue growing; even as more companies jump into the genre, there seems to be enough money and excitement to go around.
Last Updated: May 21, 2015
Donald Rogers
May 21, 2015 at 09:35
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Hammersteyn
May 21, 2015 at 09:46
Why does Mario have a great big yellow booger in his hand? Did he slap Bowser too hard?
Admiral Chief's Adventure
May 21, 2015 at 09:48
xD
hairyknees
May 21, 2015 at 09:50
My Amiibo collection ain’t big enough. I NEED MOAR!
Hammersteyn
May 21, 2015 at 09:54
You need medication 😛
RinceTheElfRoot
May 21, 2015 at 09:56
lol
Hammersteyn
May 21, 2015 at 09:56
Elf root?
RinceTheElfRoot
May 21, 2015 at 09:56
Too SOON!
Hammersteyn
May 21, 2015 at 09:57
*backs away…..slowly
RinceTheElfRoot
May 21, 2015 at 09:58
*Foams at mouth from all the elfroot
Blood Emperor Trevor
May 21, 2015 at 10:22
I think you’ve got plenty…
hairyknees
May 21, 2015 at 12:16
MOAR I SAY!!!!!!!
DrKiller
May 21, 2015 at 09:57
I want the Mario ones 🙁 But I feel its a bit much to spend if I don’t have the games.. I just want them at my desk 😛
Hammersteyn
May 21, 2015 at 10:01
I bet lots of people do just that.
DrKiller
May 21, 2015 at 10:02
Do you have a secret to get them cheaper? R180 is bietjie baie 🙁
Hammersteyn
May 21, 2015 at 10:04
No. Best wait for specails
DrKiller
May 21, 2015 at 10:07
Ek wag in spanning
RinceTheElfRoot
May 21, 2015 at 10:10
I saw these in Century City yesterday, and was so close to just buying all of them. Gah!
Ross Woofels Mason
May 21, 2015 at 18:05
The only thing I have against these things is I feel they help kill imagination in kids. Like when I was a kid I had my ninja turtle figures hidden around the garden and was running around jumping through bushes imagining I was fighting rock steady and bebop.
Now it’s just place it on the control and play through a world that has been made and created for you. Dont get me wrong I played my fair share of video games as a child and these toys to life admittedly are cool as hell, just from personal experience I see a decline of kids 7 or older wanting to play with just regular old action figures.