LEGO Dimensions outselling competitors

Consumers are spending less money on the ‘interactive gaming toy market’ – that covers toys-to-life – but a greater share of sales goes to LEGO Dimensions and Disney Infinity than Skylanders and Amiibo. The gaming accessories market was down 5% to $117.1m, as of July this year.

VentureDeat report:

“July saw a 34 percentage point shift in dollar share away from Skylanders accessories and Amiibo to Disney Infinity accessories and Lego Dimension accessories,” NPD analyst Sam Naji explained. “Although total spend for interactive gaming toys declined by 3 percent compared to last year, consumers spent an additional 55 percent on Disney Infinity accessories and $3 million on Lego Dimensions, which launched in September 2015.”

This highlights of course, that with just $3m of $117m, toys-to-life is only a small fragment of the gaming accessories market. While these figures show a surge of interest in Disney Infinity after the announcement of its cancellation, once the product has sold through it will leave LEGO Dimensions as the dominant property in the toys-to-life market.

LEGO SYSTEM A/S

Leave a Reply