Pre-Announcement: March 2014

The story of amiibo began in March 2014, when Nintendo revealed during their financial briefing that they were developing an NFC (Near Field Communication) figurine platform, codenamed "NFP" which stood for either "Nintendo Figure Platform" or "NFC Featured Platform." This announcement hinted at Nintendo's entry into the growing toys-to-life market.

Official Announcement: E3 2014

On June 10, 2014, during Nintendo's E3 presentation, the company made its official announcement of "amiibo" - its answer to competing toys-to-life platforms like Activision's Skylanders (launched 2011), Disney Infinity (launched 2013), and what would later be LEGO Dimensions. Nintendo of America chief Reggie Fils-Aimé revealed that amiibo figures would be priced comparably to these competitors, positioning Nintendo firmly in the toys-to-life market.

Launch: November-December 2014

Amiibo officially launched alongside Super Smash Bros. for Wii U with staggered regional releases:

  • North America: November 21, 2014
  • Europe: November 28, 2014
  • Japan: December 6, 2014

The first wave featured 12 characters from the Super Smash Bros. series, each beautifully sculpted figure containing an NFC chip that could interact with compatible games on Wii U and 3DS (with NFC reader adapter).

The Technology

Using Near Field Communication (NFC) technology, amiibo figures could be tapped against compatible Nintendo consoles to unlock special content, characters, or gameplay features. This innovative approach bridged the gap between physical collectibles and digital gaming experiences. Unlike competitors, amiibo figures could work across multiple games, with each game developer choosing how to implement amiibo functionality.

The "Holy Trinity" Crisis: Late 2014-2015

Within weeks of launch, amiibo faced an unexpected crisis. Three figures—Marth (Fire Emblem), Villager (Animal Crossing), and Wii Fit Trainer—quickly sold out across retailers and became known as the "Holy Trinity" or "unicorns" among collectors. In December 2014, Nintendo announced that some figures were "unlikely to get second shipments" due to shelf space constraints.

The shortage became legendary:

  • Toys "R" Us announced they would no longer stock the Holy Trinity under their current SKUs
  • GameStop confirmed these three figures were "no longer in the system country-wide"
  • Marth figures routinely sold for $130+ on secondary markets (compared to $12.99-$15.99 MSRP)
  • Villager figures approached similar resale prices
  • Nintendo's messaging was inconsistent—first claiming discontinuation, then denying it, creating confusion

This scarcity created a passionate collector community, with enthusiasts camping outside stores for new releases and tracking restocks online. The "Amiibogeddon" shortage dominated gaming news throughout 2015.

Evolution and Expansion

Over the years, amiibo evolved beyond traditional figures:

  • Amiibo Cards: More affordable, portable alternatives featuring the same NFC functionality, launched with Animal Crossing series
  • Various Series: Expanded from Super Smash Bros. to include Animal Crossing, The Legend of Zelda, Splatoon, Super Mario, Metroid, Pokémon, and many more franchises
  • Special Editions: Limited edition designs, exclusive colors, and commemorative releases (like gold and silver variants)
  • Cross-Platform Support: Compatibility expanded from Wii U to 3DS (with NFC adapter) and Nintendo Switch (with built-in NFC support)
  • Yarn and Pixel Variants: Unique materials and styles like Yarn Yoshi figures and pixel art designs

Massive Success: 77 Million and Counting

As of September 30, 2022, Nintendo had shipped over 77 million amiibo figures worldwide, spanning franchises like Mario, Donkey Kong, Splatoon, Super Smash Bros., and more. This remarkable achievement solidified amiibo as one of the most successful toys-to-life platforms ever created.

Surviving the Toys-to-Life Decline

While competitors like Disney Infinity (discontinued 2016), LEGO Dimensions (discontinued 2017), and Skylanders (last release 2017) gradually exited the market, amiibo continued thriving. Nintendo's strategy of:

  • Using beloved first-party characters with built-in fanbases
  • Offering optional enhancement rather than required purchases
  • Maintaining high-quality figure sculpts appealing to collectors
  • Ensuring cross-game compatibility

...allowed amiibo to outlast and outperform its competitors.

Ongoing Platform

Today, amiibo remains a popular and ongoing platform for Nintendo enthusiasts. New figures continue to be released alongside major game launches, and the library of compatible games keeps growing. Whether you're a dedicated collector or a casual gamer, amiibo offers a unique way to enhance your Nintendo experience and own physical representations of your favorite characters.

The Legacy

Amiibo has successfully carved out its place in gaming history as the most enduring toys-to-life platform. From the chaotic "Holy Trinity" shortage to shipping 77+ million units globally, amiibo proved that combining quality figures, beloved characters, and meaningful (but optional) gameplay integration creates lasting value. Nintendo's amiibo stands as a testament to how physical collectibles can meaningfully enhance digital entertainment without becoming a required expense—a balance that helped it survive when competitors could not.