Interactive Gaming Toys (IGT), aka Toys to Life, like Skylanders, Disney Infinity and Nintendo amiibo have undoubtedly been a tremendous success. The concept, which involves purchasing individual toy figurines which can then be brought to life in a video game, has been a hit with children. But how do adults — ones not already predisposed to playing video games — feel about the interactive figures, which often carry a hefty price tag?
Well, turns out, most parents view these IGTs as a worthy investment which is interesting because I feel like most non-gaming parents view games as a pointless waste of time. According to Interactive Gaming Toys, the latest report from global information company, The NPD Group, 70 percent of parents in the United States are "familiar" with Interactive Gaming Toys, with 40 percent stating that they own at least one franchise. What's more, 41 percent of those who own an IGT actually own more than one franchise.
On the sales side of things, it's already known how successful these franchises are. Earnings reports paint that picture very clearly. But The NPD Group reports that in the past six months, parents estimate that they've spent an average of $131 on IGT games and characters from Skylanders, Disney Infinity, and Nintendo amiibo for their primary player.
"The perception of this investment is very positive compared to other types of toys or video games these parents could spend money on for their child, with 77 percent saying it was definitely or probably worth the investment," The NPD Group said, adding that two-thirds of parents say that they are "extremely or very likely" to purchase a new IGT game or new IGT character in the next six months.
“This study shows that consumers are moving franchises, but not abandoning the category,” said The NPD Group's industry analyst Liam Callahan. “This bodes well for the overall health of the space, especially for new entrants, as it shows consumers are willing to try new franchises.”
Point being, Interactive Gaming Toys are here to stay. And if anything, will only continue to grow as more publishers attempt to capitalize on the popularity of the genre. In fact, we're already beginning to see it expand. Earlier this year, Warner Bros. Interactive Entertainment, TT Games and The LEGO Group announced LEGO Dimensions, a new “entertainment experience that breaks the rules of traditional gaming,” merging physical LEGO brick building with interactive video games.
From the NPD Group:
Methodology
An online survey was conducted among parents with at least one child 2-17 years old in the household. Qualified parents had at least one child who played with IGTs. These parents were queried on aspects of IGTs such as first acquisition, general purchasing habits, and the impact of these types of gaming toys on traditional play. The survey was fielded from March 26 – April 13, 2015. Of the 3,688 parents surveyed, a total of 1,187 parents had at least one child who plays IGTs.
