Amiibo - who is the target audience?

[fleischr]

Starting out, they're definitely going for the all-around big Nintendo fan regardless of age. Smart move.

But by the very nature of being a toy figure, Amiibo naturally appeals to a much younger audience -- an audience Nintendo has had more trouble getting engaged with their brand over the last few years.

So ultimately, it's a strategy to win children away from Skylanders, away from the iPad, away from another console, away from pretty much any other form of children's entertainment.