Nintendo Wants to Cash In on the Toy Industry’s New Billion-Dollar Craze

TIME

In Nintendo’s wildly popular fighting game series Super Smash Bros., action figures spring to life so they can pummel each other in multiplayer bouts. When the next installment in the series debuts Friday on the Wii U, that fantasy will actually come close to reality. Along with the new game, Nintendo is launching a line of toy figurines that can actually be transferred into the digital world of Smash Bros. to fight against the game’s rowdy characters.

The new toys, called amiibo, are the latest entrants in the rapidly growing “toys to life” sector, a melding of the physical toys of yesteryear and the software kids now enjoy on their tablets and video game consoles. The idea is to expand the play kids are already enjoying in virtual games into the physical world—and let video game companies generate a tidy profit selling figurines and peripherals in the process.

The…

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