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Nintendo has enjoyed great success with sales of amiibo figures since they first began to appear on store shelves in late November 2014 alongside Super Smash Bros. for Wii U and 3DS. However, the toys-to-life market has become a bit saturated since that time with amiibo battling in the same marketplace as competitors Skylanders, Disney Infinity and new kid on the block, Lego Dimensions.

Skylanders and Disney Infinity in particular have suffered from the decline most of all and both posted disappointing sales in the last holiday season. Speaking to GamesIndustry.biz, Jumo CCO Chris Esaki attributes these recent struggles to a lack of innovation and a refusal to grow with the audience.

Esaki - who worked on Gears of War at Microsoft - is about to enter the toys-to-life sector with the mobile title Infinite Arms. Here's what he had to say:

What's happening in the current toys-to-life space is they're not innovating. They're not changing the game that much. And as a game player, when something doesn't change, you just get tired of it. So I don't know that it's necessarily saturation; it's just fatigue.

At the moment Nintendo's amiibo do seem to be selling like hot cakes, and it's fair to say that these collectables possibly appeal as much to older fans of Nintendo as well as young kids. But if Nintendo doesn't continue to innovate and find ways to keep us interested throughout the next year or two they may find this vital additional source of revenue begin to shrink.

What are your thoughts on Esaki's evaluation of the current state of the toys-to-life market? Do you think that amiibo is in danger of beginning to struggle like Skylanders and Disney Infinity due to consumer fatigue? As always, share your thoughts with a comment below.

[source gamesindustry.biz]