At first glance it may look like were a trend follower with amiibo, says Iwata. But really what were doing is, we have introduced amiibo in a way that is new and where amiibo do things in our games that they cant do anywhere else. From that perspective, we feel that we are a trendsetter.
Its true that if you go into a retail store, and you see the retail shelves, that from a retail perspective, were leveraging the structure thats in place for how the toys to life category is being sold. Thats a hurdle thats hard to overcome in terms of differentiation. But in terms of how the amiibo are used in games, we do feel that we are taking the lead in terms of broadening what toys to life can be.