The Nintendo Switch is currently the hot commodity in the gaming industry. The general population hasn’t been this excited about Nintendo since the Wii came out eleven years ago. There are still massive lineups to buy them in Japan.
I was a little more fortunate and picked up a Switch rather easily this weekend. Once I had unpacked the box and set up the console, I was faced with a conundrum – I was out of HDMI inputs in my home theatre system, and something needed to go.
Ultimately, it was the Wii U that took the fall, and I couldn’t help but feel something like guilt as I uncoiled its wires from the nest behind my TV stand. Read more
[Author’s Note: The Amiibo craze has cooled, but Nintendo’s supply problems persist. They seem to have learned nothing from the shortages that plagued the first year of this product line, and scalpers’ pockets continue to swell. (And don’t get me started on the limited number of NES Classics they put out…]
Another wave of Nintendo’s Amiibo figures launched at the end of May, but if you walk into your local game store you might not see any confirmation of that. What stock was available was quickly decimated by savvy gamers and scalpers. (I had an opportunity to look for the Lucina figure about an hour after stores opened and there was hardly any new stock available, save the less popular options.)
If you’ve heard anything about these little plastic cash-sinks (on this blog, for instance) you should not be surprised. Nintendo’s supply has been laughable from the product line’s launch in November; every subsequent wave has been met with consumer frenzy; and opportunistic merchants have pillaged stores for eBay fodder. If you knew nothing about the figures and saw their display in a store, you might think Amiibo were only for the classic characters of the Super Mario franchise – not for lesser known characters appearing in Smash Bros, like the Animal Crossing Villager or Fire Emblem protagonists.
The situation is officially out of hand now.
After the frustrations of the first launch, it was easy to point fingers at Nintendo for under-stocking retailers, or at a port strike in the US for clogging up imports. The Big N was simply following its usual business practices, however. It’s been a long-standing tactic to keep supply low in order to drive demand higher – it’s Business 101 executed immaculately. It worked for the Super Nintendo, it worked for the Wii, and it’s worked incredibly well for Amiibos.
I was disappointed in Nintendo at the start too. To undersupply consoles, or even games, is one thing; they sell at a higher price at a one-time-per-household rate. The Amiibo, however, are a much cheaper collectible item. The dedicated collector wants to obtain at least one of each (the obsessive might get two, one to use and one to preserve); the casual gamer who hops on the bandwagon probably wants two or three of his favourite characters.
It seemed, back in November, like a pretty big blunder. One of the hottest figures was for Marth, a staple of the Smash Bros competitive scene for over a decade, and his figure remains unattainable. I will forever kick myself for not buying one at the Smash Bros for Wii U midnight launch – but that’s the rub. “That figure looks cool, but I don’t need it right now,” I told myself. “I’ll try out the Link figure, and if these things are fun maybe I’ll grab him later.” Silly me for assuming a company would supply its product sufficiently, right? I’ve got a small cluster of Disney Infinity figures and have never had a problem finding a specific one. As Disney Infinity 3.0 producer John Vignocchi recently said, when asked if his game would be affected by the Amiibo craze:
There is never an intention to create a shortage of any [Infinity] figures. It is irresponsible and rude to your hardcore fans. They don’t want to create frustration or the hunt. So they will be stocking the shelves well!
Now, however, it’s important to remember this was (mostly) a deliberate move by Big N. In a way, the current sky-high demand for the plastic statues is ideal for them. The masses clamour and scour stores weekly in hopes of finding that elusive piece for their collection. Once again Nintendo has smartly played the market – but it’s time to change strategies.
The Lunatics Run the Asylum
An Amiibo retails for $14 CDN. Ideally you should be able to walk into a store and pay $42 to pick up the Marth, Villager, and Wii Fit Trainer figures. Instead, look at the reality in this eBay listing:
Yup, these figures (called “the Holy Trinity” by some) as a lot go for nearly ten times the MSRP. If this seller paid retail price for them, he stands to make about $330 off the sale, by Canadian dollar standards.
And this is the problem with the ongoing Amiibo shortage. Demand is through the roof, certainly higher than even Nintendo’s most optimistic executive hoped, because of the artificial shortage – mission accomplished there. But now it’s not Nintendo making money off the product, it’s the legion of scalpers and hunters snapping up rare figures and exploiting others for insane profits.
Back in 1991, Nintendo could withhold Super Nintendos from retailers to ensure its subsequent shipments would be snapped up quickly without much interference from opportunists like this. The internet didn’t exist and scalpers could only prey upon people nearby. eBay and its ilk allow these sharks to exploit people all around the world nowadays.
Now, whenever someone sells a Marth figure for $100 or more, the bar is pushed a little bit higher. One shark sees another score that price and starts his auctions around the same price.
I’d wager that the vast majority of these opportunists aren’t even Nintendo fans, or at least have no interest in the actual application of the figures. So they score the figures at retail price and sell them back to dedicated fans or collectors for many times their investment – and now both fans and Nintendo are losing out. An incredible greed has accumulated around the entire Amiibo line, and it’s become little more than a cash-grab for opportunists.
Show Us Riispect
Nintendo truly needs to step up its production game now. The product is a great success in supply/demand terms, yes, but the company is no longer profiting from their own success. Those $330 profits aren’t coming back to them, or their retailers. Worst of all, there’s a wall of extortion between their dedicated consumers and their product. The Big N does itself and its customers a disservice. It’s past time to abandon the artificial shortages and get sufficient stock back on the shelves, or else scalpers will continue to exploit both supplier and consumer.
[Author’s Note: This article was originally posted on the old version of this blog on January 11, 2015. The perspective is thus a little outdated, but a lot of my advice is still applicable!]
Since they launched alongside Super Smash Bros for Wii U back in November, Nintendo’s line of Amiibo figurines have been flying off store shelves as quickly as they can be stocked. (In fact, within three weeks 710, 000 units were sold, and for some retailers they’re outselling Skylanders figurines – an established, multiplatform series.) Dedicated collectors are shelling out crazy amounts of money for rare units like Marth or Little Mac, and the next wave of figures in February includes retailer-exclusive characters that sold out as soon as preorders opened.
It’s hard to refute that the Amiibo line is already a success for Nintendo, but are they nothing more than collectibles? What about their in-game use? Should you bother hunting down an army of plastic mascots? I’m here to walk you through it – ask yourself these questions:
1. Do you have the consoles and games that support them?
Currently only three Wii U games support Amiibo features – Super Smash Bros, Hyrule Warriors, and Mario Kart 8 – and of them only Smash utilizes the entire line in a real capacity. This number will quickly increase and include 3DS titles as well, but you’ll need to invest in either a portal for your old 3DS/3DSXL/2DS or a brand new New 3DS to that end.
2. Does the Amiibo-related content interest you?
In Smash, you can train an AI-controlled version of the character you’ve purchased to fight as your ally or your enemy. It’s a very comprehensive process, done right, and one of my favourite aspects of the game. By training and sparring against my quartet of plastic combatants, I think I’ve improved greatly as a Smash player (but still nowhere near the skill of tourney players). But what about the other games?
You can use Amiibos to get materials daily in Hyrule Warriors, especially with the four figures from the Zelda franchise (Link or Toon Link will unlock an exclusive weapon at first; Zelda and Shiek yield rarer materials). That’s the extent of it. If you’re collecting figures for other purposes and still playing Hyrule Warriors (for which I would not blame you – man, that game is deep), you’ll prosper, but I’d be surprised if anyone invested in a $14 figure just to get some materials in one game.
The Mii costumes you unlock by scanning an Amiibo into MK8 (once) are awesome tributes to the characters – but only a handful of figurines from prominent Nintendo-central franchises are included. All you really need is a friend who owns those particular figures to come by and tap them against your Wii U gamepad and you’ve achieved all you can with them.
3. Is there a character you like/use enough?
At launch, I grabbed Link because he’s one of my Smash mains and compatible with the three main titles so far. Samus followed a couple days later. Next was Pikachu, who is my wife’s favourite character, because I wanted to train an ally for her to help balance the scales when she obliges me and plays. And when I saw a local listing for a Little Mac figure, I snapped it up for rarity’s sake, and again, because I enjoy playing him. I’d love to do the same for Lucario, but chances are slim with its exclusivity.
All that said, I’m not interested in many of the figures – the Kongs, for example. I don’t use them in Smash, and the Donkey Kong franchise is one of my least favourite of Nintendo’s staples. (Don’t get me started on how much attention he steals from Samus.) There’s no incentive to get them in my case.
So ask yourself – are my mains in Smash Bros included in the Amiibo lineup? Do I yearn to race as a Mii version of myself wearing Captain Falcon’s trademark helmet? If you only use Bowser Jr and you’re not an obsessive-compulsive collector, Amiibos probably don’t have much to offer you right now.
4. Are the figures you want available?
This may be the biggest hurdle for many people: supply. There’s a reason Marth sold out quickly – his fan base, thanks to the tournament scene, is far bigger than the number of Marth Amiibos produced. Retailer-exclusive units like Rosalina and Lucario will be incredibly difficult to come by. You’ll have to rely on outlets like eBay to get the rare figures at this point – and please, for the love of the industry, do not oblige the scalpers and pay too much for these things. Frankly, as much as I like this new system, the figures are not worth much more than their retail cost, and scalpers are out of hand with all of Nintendo’s recent supply-and-demand shortcomings.
Allow me to illustrate. Below is the most expensive single item auction I could find on eBay for Marth at the time of this writing. By the Canadian prices, you could buy about 33 Amiibo figures for the same price as this single rare figure – and there are currently only 29 announced.
Mainstream, recognizable characters are readily available though, like Mario, Luigi, Link, Samus, Kirby, and so on. They may not be the top choice of tourney champions but they may be the characters who bear the most nostalgia for you.
If you answered yes to all four questions, I wish you luck in plucking your figure(s) of choice from the horde of rabid shoppers – and enjoy!