LEGO Dimensions sales outpace Amiibo and Skylanders amid overall sector decline, says NPD

LEGO Dimensions continues to outpace toys-to-life rivals Skylanders and Nintendo’s Amiibo amid an overall drop in consumer spend within the sector.

According to the latest results from The NPD Group, year on year sales of gaming accessories and toys-to-life products have dropped three per cent to $117.1 million for the year ending July 2016.

Earlier this year, the market contracted with the shock closure of Disney’s Disney Infinity arm.

In the latest shake up for the interactive gaming toy market, NPD has revealed that consumer spend is now shifting from the likes of Nintendo and Activision towards Warner Bros. and LEGO’s LEGO Dimensions.

“July saw a 34 per cent point shift in dollar share away from Skylanders accessories and Amiibo to Disney Infinity accessories and LEGO Dimensions accessories,” said NPD analyst, Sam Naji.

“Although a total spend for interactive gaming toys declined by three per cent compared to last year, consumers spent an additional 55 per cent on Disney Infinity accessories and $3 million on LEGO Dimensions, which launched in September 2015.”

Venture Beat reports that LEGO Dimensions success has been largely attributed to its variety of properties involved in the game, including Ghostbusters and DC Comics’ Suicide Squad.

The publication goes on to note that a surge in spending on Disney Infinity arrives ‘well after the cancellation’ of the property, attributing it to the sales figures to discounting and selling through existing stock.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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