Nintendo on amiibo: “We hope to do a better job”

These days, amiibo news is everywhere. The figures themselves, however, are not. The product line has experienced shortages since day one, and if current pre-orders are any indication, the situation is not improving.

Naturally, Nintendo is aware of the issue. James Honeywell, Head of Consumer Marketing at Nintendo UK, sat down with MVC to discuss the issue:

“Right from the outset we hoped that amiibo would be strong, but even our expectations have been smashed. With a unique line-up of iconic characters that are loved by so many people, it really has been unprecedented.

We hope to do a better job of satisfying these needs in the future with more stock, and, while there are always going to be some times when we can’t on certain characters, I suspect that is also part of the appeal.

What we hadn’t anticipated was the number of collectors wanting to get them all – this has seen demand exceed supply in some areas. Although, if you search around, you can still find some of the more hard-to-find Amiibo sitting on shelves.”

Some retailers offered pre-orders for Wave 4 of the Super Smash Bros. amiibo, but were sold out within minutes. Ness, for example, is a GameStop exclusive, and demand was so high that GameStop servers crashed as soon as pre-orders opened. Whatever Nintendo’s plans are to improve stock, they haven’t helped much yet.

Several new amiibo launch on May 29th. Those wishing to obtain the new figurines would do well to be at stores when they open that morning.

My Opinion:

I don’t know the specifics of Nintendo’s plans, but stock issues are getting worse, not better. Wave 1 amiibo were available for preorder for a few weeks, but Wave 4 pre-orders haven’t been open for more than a few minutes at a time. Nintendo needs to act fast, or customers are going to give up on amiibo. In fact, I’ve come up with a fool-proof, two-step plan to solve Nintendo’s woes: First, make more amiibo. Second, get rid of the ridiculous store exclusives. Problem solved.


Benjamin Luthi is an Associate Writer for MONG who has offered to give Nintendo money for amiibo, but they don’t seem to want it. Follow him on Facebook or Twitter.

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