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I really don't get amiibo, can someone explain to me who its audience is going to be.

Little kids buy skylanders toys to unlock new characters and because those characters are designed to be cool. Cool doesn't really fit to most of Nintendo's IPs (Kirby, Yoshi, Mario, DK, Pikmin) and If you're not unlocking anything significant whats the point of investment? I think it will appeal to core Nintendo fans only, but I'm sure it will be profitable.