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game – Verband der deutschen Games-Branche e. V.
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These products use NFC chips embedded in physical figurines to unlock or expand digital content within video games. This bridges traditional action figures with interactive software.
It's like a key that unlocks new levels or characters in your favorite game.
Hybrid play. Toys-to-life products merge physical collectibles with digital video game experiences.
The toys-to-life market segment, which integrates physical collectible figurines with digital video game content via near-field communication (NFC) technology, experienced significant growth in Germany during 2015. The primary purpose of this analysis is to highlight the rapid commercial expansion of this hybrid gaming category, which bridges traditional action figures with interactive software.
Market data provided by GfK Entertainment reveals a 45 percent increase in sales revenue within a single year. Specifically, the segment generated approximately 45 million euros in revenue between January and September 2015, compared to 31 million euros during the same period in 2014. By the third quarter of 2015, the industry had already matched the total annual sales revenue of 46.6 million euros recorded for the entirety of 2014. Industry experts attribute this momentum to the high consumer demand for these products, particularly during the holiday shopping season, which historically accounts for over one-third of the segment's annual turnover.
The market is characterized by a growing diversity of offerings from major industry players, including Activision, which pioneered the segment in 2011 with the Skylanders series, as well as Nintendo, Disney, and the partnership between LEGO and Warner Bros. Interactive Entertainment. These products allow users to expand game content and integrate new characters into existing titles across various console and mobile platforms. The findings underscore the successful convergence of physical and digital play, positioning toys-to-life as a sustained growth area within the German video game industry.
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