The question in my mind is why NoE gets what seems to be a greater degree of autonomy/is able to give better deals etc. to its customers than NoA if NCL were such a dead hand on the tiller of their subsidiaries.
The removal of the Japanese exec who was managing NoA (name escapes me) and Iwata's takeover suggests NCL recognised something was amiss, but is the US branch really that dysfunctional that it's still a problem even after that?
Hmm, well, the thing is, I don´t think NoA expected the demand and there is also the problem of distribution. I think that really is just it. North America is a really big place. Canada, United States and Mexico had to be supplied and NoA had no experience distributing toys at this scale. Nintendo needed a presence in retail to compete with Disney Infinity and Skylanders, and as so, depend completely on the retailers in how many figures they are willing to distribute. This sounds silly until you realize that the Wii U has been a disaster, just compare the Wii U display with the Xbox Display or the Playstation display, Wii U is half as big, if not smaller. My local Best Buy, for example, has half a rack dedicated to Wii U and the other half to the 3DS and its severely understocked. You can even get a Super Smash Bros copy without having to ask for it, Then you advance a little bit more and you see 4 full racks of PS4 games. What does this say? That retailers had no fate on the amiibos to be a big success and the space they were willing to dedicate to amiibos would be small, relatively speaking.
So when retailers made the amiibo orders, they made them conservative. Lots of Mario. Lots of Link. NoA saw this trend and so the production was made to satisfy what the market was willing to offer. Also, remember the pre-orders? The only retailer that sold out on the trinity before release was Amazon, and that is understandable since they are the most popular online store and provides free shipping. Besides this, is obvious Nintendo also tried to predict the demand itself and so made productions based on what figures the retailers may want restocks on, and that is why nowadays we all only see Mario and Peach. Other than that, interest was very low on the toys or savvy people decided to wait for a sale... until three things happened:
-The Gamecube adapter was stupid rare and selling for five times its price.
-The Samus with two cannons sold for 25000 on ebay.
-GameStop officially announced Marth, Villager and Wii Fit Trainer was discontinued in North America
This generated a chain reaction when everyone started looking at amiibos as true collectibles that hold or even surpassed their value, and a one-time opportunity that may never come back and they may want later. America has a consumerist mindset, so when Nintendo failed to provide an abundance of the holy trinity, and people caught up to it, everyone rushed to try to get their Amiibo fix on. Preorders for wave 2 started to sold out, people created communities and those communities grew arouund the hobby. Nintendo was made aware of this newly made demand. And yes, this demand, for them and even for some of us were here since the beginning, came almost out of nowhere. I saw Target had 3 of each of the Holy Trinity in stock until 5pm the day of launch, and I´m sure a lot of you did too. The figures proved to be fun and worth the hassle, and people who showed no interest before, now that they couldn't´t have it, wanted it.
And yes, NoA knows this. And now that we have called, waited outside, and asked again and again and again, retailers are aware too. I´m expecting the 4th wave to have a bigger supply, since I´m pretty sure its been produced with the new demand on mind. But Nintendo is weird, the current interest is a double edged sword. If they make lots of the rare amiibos and made them available, everyone could get one but it will lose value in the mind of the consumer, since they are so common, interest my decrease and a lot of them will end up in the clearance bin. On the other hand, if they keep the current under supply, people will keep their mad dash for the figures and they guarantee selling to close to 100% of their shipment, who in business terms, is fucking sweet, Nintendo best option may be to wait until all 50 figures are released and sold thoroughly, once they don so, then they can release reprints without the fear of screwed themselves by drowning the market with figures that may not sell.
So NoA had no choice but to be stingy as fuck and screw the people who were not at the right pace at the right time, but its a shared blame with the retailers, and us, the consumers. We may be the fateful who buys all their games and consoles, but we are few nowadays. The only way to change this is with our wallets, and won´t you know? I think its working! Amiibo is making the world aware of Nintendo again and we are going to see the fruits of that labor sooner of later.
TL.DR version:
-Nintendo made a limited amount of Amiibo because the Wii U failed and the retailers had no interest in them.
-The new demand is based on the figures rarity, if said rarity disappeared could be dangerous for the future businness if Nintendo wants to sell full stock of 50 different figures.
-Nintendo is going to make a Restock, when this happens is anyone's guess, but at least we are guaranteed one when a game that features a figure is released or when all 50 characters are released.