In 2015, toys-to-life were all the rage. With the enormous success of Skylanders, then Disney Infinity, Lego Dimensions and of course Amiibo, the interactive figurines of all our favourite characters were flying off the shelves and into TV screens, with a whopping £129m generated in revenue from the genre.
Yes, we love them — but for how long? Halfway into 2016, according to MCVUK it has been declared that the toys-to-life genre is heading on a downward slope, dropping by 12.1% in the first four months of the year.
Many retailers are putting this loss down to mass discounts on the toys, resulting in a equal amount sold, but a smaller overall revenue. But, with the announced cancellation of Disney Infinity, could it also be a sign that toys-to-life are doomed?