Nintendo Admits It Screwed Up Amiibo, Promises To Do Better

Nintendo Admits They Screwed Up Amiibo, Promises To Do Better

It's no big secret that Nintendo has totally bungled the way it handles Amiibos, its line of plastic figurines based on iconic characters like Mario and Peach. Today, Nintendo's finally admitting there's a problem — and it's vowing to do better.

Ever since Amiibo first launched last year, customers have run into supply shortages and intense scalping for many of the rarest figurines, like Villager and Marth. This came in part because of a west coast port labour dispute that crippled shipments of Asian products, which nobody could blame Nintendo for, but people were infuriated by Nintendo's poor communication and seemingly out-of-touch Amiibo advertising on social media.

In a statement sent to Kotaku this afternoon, Nintendo of America apologised for Amiibo shortages — and for its awful communication — and said it plans to "make it easier for consumers to know when new amiibo are on the way".

Here's the full statement:

We appreciate the enthusiasm that our fans continue to show toward amiibo. Sales for the product have exceeded our expectations. We understand how frustrating it can be at times if consumers are unable to find certain figures, and we apologise for that.

We're trying to meet the demands of our fans and consumers by increasing the amount of amiibo we manufacture and ship to retail. We may continue to see consumer demand outpace supply levels for certain characters at times, but we will do our best to prevent that from happening.

As our library of amiibo continues to grow, some figures will be easier to find than others. We are constantly looking for the opportunity to reissue amiibo and are already making plans to bring back some currently out-of-stock amiibo figures. Stay tuned for details.

Nintendo plans to make it easier for consumers to know when new amiibo are on the way, through Nintendo press announcements, timely updates on our social media channels and working closely with retailers.

We remain committed to keeping amiibo affordable and easy to access as a platform to enhance game-play experiences. These plans include Animal Crossing amiibo cards that will become available by the end of 2015, and a free-to-download app for Wii U called amiibo tap: Nintendo's Greatest Bits that launched on April 30, 2015, that lets consumers enjoy playable scenes from certain NES and Super NES games with amiibo.


    Didn't realise there was an issue. I thought they were constantly selling out and Ninty were doing the artificial scarcity thingy they sometimes have been known to do in the past.

    Last edited 05/05/15 8:27 am

      I would think these things have a fairly short sort of hype period, so selling as many as you can as quick as you can would be the best way to make the most money.

      I think the artificial scarcity thing is the issue being referred to. They seem to have no problem restocking tons of Mario, Pikachu, etc, but I don't think they've shipped out any Wii-Fit trainer or Villagers since launch.

    "We are constantly looking for the opportunity to reissue amiibo and are already making plans to bring back some currently out-of-stock amiibo figures."

    A few months ago, I said I would be so happy if they did exactly this. Not because I want the amiibos - I don't and never will own one - but because anything that inconveniences scalpers makes me feel good. Flood the market, Nintendo!

    Last edited 05/05/15 8:46 am

      Indeed, flood the market. Bring that shit up to skylander and disney infinity levels of availability.

      FYI specifically if there's anyone on here reselling amiibos at anything other than rrp + postage? You're opportunist scum.

      Last edited 05/05/15 9:23 am

        "anyone on here reselling amiibos at anything other than rrp + postage? You're opportunist scum"

        sold a little mac for $60
        feels good, man

          That's nice, I prefer not to rip people off on kids toys. Feels better :)

      I still regret not buying a Diddy for DC when we saw it in Japan.

        I've seen some Japanese ones in a couple of stores. There could still be a chance :P

    Its not really their fault that a product aimed for kids is being swept away by adults. There is nothing wrong with that but yeah.

    Is there still a shortage? Seems to be tons here.

      Yeah, I was at K-mart of all places the other day and there were heaps.

      There's more of certain types as they're importing them from overseas areas. They're not however increasing actual numbers locally. Examples are how they brought in japanese models, then they imported more Ikes and Marths from Europe recently. Mario Party 10 Amiibos are common as hell though, whole sets still sitting on shelves because ironically, noone wants those Amiibos it seems...

        It's us Smashers who're wanting them. For the first time, legit smash bros merch! You also have fans of other franchises (Starfox, FZero, Fire Emblem) that haven't had anything either.

          Incidentally, went into my local EB today, they had Marths and Ikes LINING the shelves, no joke. Had just put them out. Picked up 1 each for my son. 2 people tried grabbing 3 of each and were promptly told no lol. They're monitoring people buying multiples now, good to see its happening.

            Yeah, found this by surprise today, wandered in on the off-chance and they had a handful of Marth, Ike, Metaknight and Sonic.Looks like to avoid situations like the above, they only had one one of each on the shelf and more out the back.

            Grabbed a Metaknight and a Marth for a friend who's been chasing them. Dissapointed though they didn't have any Little Mac/Dedede. Only two I need >.<

            Also found out that they're taking Mewtwo and Lucas pre-orders, much to my surprise. Nintendo kept that one quiet!

            Last edited 05/05/15 6:29 pm

              Yeah preordered them the other day :) Apparently there's more Macs, Dededes and others coming over the next few months.

      Yeah I see a lot whenever I walk into a JB or EB these days. In fact my local JB even had some of the "rare" ones like Marth, Ike and Meta Knight when I looked the other day.

      Last edited 05/05/15 9:38 am

        I believe retailers had been restocked only last week or so.

        It's still pretty dismal across the board. I'm no city slicker but I hear there are just as many people missing out there as there are in smaller regional towns.

        And here I was thinking that Nintendo were just intentionally under-producing. I'm going to warrant a guess that just like mentioned somewhere above, the whole Amiibo trend could be short lived. And just how much money are they prepared to pour into ensuring everyone gets a chance to purchase them? Limiting stock drives up demand. Something Nintendo have understood for a long time.

        Just like bloody Skylanders and Disney Infinity, it's a profit turner. Sell a toy with a game and see if that 7 year old kid can throw a tantrum big enough for the parents to commit to buying the complete sets.

      We've been getting quite a lot of restocks over here lately, including rare ones like Marth, Ike and Meta Knight. US and EU apparently haven't been getting as much.

    And here I was thinking the "mishandling" would be the production of amiibos like the Splatoon ones that apparently don't do anything but unlock a few in-game trinkets.

    exceeded our expectations

    that right there is how completely out of touch with their fans they are... they should have known this would sell like videogame crack.

      Out of touch but yet they have produced a product that is selling like "videogame crack"...?

      I don't think anyone predicted the amiibo craze. I also think half of the craze is because of the lack of availability. People want what they can't have so the shortage has made people go batshit crazy.

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