Toys-to-life Category Primed For More Growth

Disney Infinity has been giving us plenty to talk about recently and that shows no sign of slowing down as over 28% of US households have one of the many Toys 2 Life games, which include Disney Infinity, Skylanders and Amiibo, according to a new report by the NPD Group via Games Industry.  Other interesting aspects to the story include news that over 70% of parents are aware of Toys 2 Life, with parents spending on average an estimated $131 each.  Two-thirds of parents remarked that they are extremely or very likely to purchase a new game or character in the next six months, but they are moving franchises (which would be either from Skylanders or from Infinity to Amiibo).

And its not just kids play, as some households have plenty of adults playing them too, and even some adults without kids are hooked on them (my hand is up).   It’s reported that 52 percent of U.S. households that have the games indicated that adults are among those that play.  Amiibo has a larger adult base, and its reported that other franchises, however, only 10 percent are adult-only players, which would include Disney Infinity.

Toys 2 Life games and figures, like Disney Infinity are still growing and with 2015 set to be a big year for the market, it should be interesting.

What do you think?