Two years ago, Nintendo made waves with their Amiibo line and attempt to get into the lucrative toys-to-life genre. Combining quality figurines with the promised of in-game rewards, Nintendo fans like yours truly jumped at the collection.
Today, things have taken a different turn. The fan-fare surrounding them has all but disappeared. There are reports of reprints of the first few waves, but even I’m having trouble getting excited about it. Nintendo was poised to make one of the biggest touchdowns in their history, but they’ve managed to stumble right at the end zone.
Continuing my way through the Toys to Life Market craze, we turn to Disney Infinity which combines Marvel, Disney and recently added Star Wars into one game. That by itself would make for one very collectible game and a nightmare for parents. Infinity’s main marketing point is the “Infinity” in the title, but how far you go depends on how much you spend.
It was only a matter of time after collecting the Amiibos that I wanted to look at the other big players in the Toys to Life Genre. Thanks to a sale, I managed to grab the starter pack of Skylanders Giants and looked at the brand in detail. Examining Giants, I can see why the series has been a massive success for younger audiences, but I think it’s missing the hook for older ones as well.
A few weeks ago I wrote a post about the Amiibos’ success and I thought about the topic of branding and how there are two types of branding in any industry. For today’s post I want to talk about these two types in more detail and what they mean for developers and publishers when it’s time to promote.