'Figure'ing It Out – Are Toys for In-Game Content Worthwhile?

Originally written for Curious Culture, 30th August 2015

At what point do we become too old to play with toys? I remember a time of whimsy, frolicking about when my ponytail was perhaps longer than my tiny body, playing with a Ghostbusters action figure, before they were siphoned off into the attic of no return, Ecto 1 and all. That was around the time I learnt that videos games were cooler, and played on the PlayStation until my thumbs lost all feeling (true story, but one for another time). However, in 2010, video game publisher Activision decided to merge both the market of toys and games, creating a tidal wave that has only gained in height over time. I’m talking about video game figures, of course, and why we’ve been told we’re never too old to play with toys.

Half a decade ago to the time of writing, game developer Vicarious Visions met with company Toys for Bob, who decided Bob was everyone and toys were the future, apparently. This fateful meeting, headed by Activision, transformed the Spyro the Dragon franchise into something more… and by 'more' I mean toys. That and a lack of anything else Spyro related, anyway. Transformed into an ugly plastic figure, complete with a stump of a stand, Spyro became the first in a foray of monsters and minions to be utilised in Skylanders (starting with Skylanders: Spyro’s Adventure). Thus, the term 'Toys to Life' was coined as a video game genre. Skylanders was new, it was fresh, it was… rather mundane in gameplay, but it didn’t matter, as children and parents alike lapped these figures up like some kind of catnip or Game of Thrones episode. Friends collected them, even past Spyro fans decided to take a look. Skylanders was a phenomenal success due to these toys, which could be placed on a pad and warp a computer generated version of the toy, now playable, into the game.

All of this came at a cost, however. These weren’t toys kids could purchase with their pocket money, oh no – these were essentially plastic figures that could set a parent back between £10-£15 for every one purchased. Then there’s the additional sets released with figures of pirate ships for nautical themed levels, and expansions costing £20+, each. Considering these 'toys' were essentially immovable blobs of sculpted plastic, it’s an expensive excursion for those wishing to play the games. You can’t simply purchase one figure and be done with it, either, as in-game progression required figures with a unique 'element' to smash down the barriers and forge a path forward. As each figure had their own element, such as Spyro having the fire element, it meant spending big bucks for enough figures to enjoy the Skylanders games properly. On the plus side, it did encourage new ways of playing through the games, but the expense would make anyone think twice… or did it?

Following from the huge financial success, Disney decided to replicate Skylanders’ popularity with their own figures. I remember when these came out, thinking it was dead in the water, as surely Skylanders had the established edge, right? Then it dawned on me – Disney had the established edge, as their characters were already iconic and well-recognised, unlike Skylanders who only had Spyro the Dragon to their name. Toy Story? There’s a Buzz Lightyear for that. Marvel? There’s a Rocket Raccoon for that. Star Wars? There’s a Luke Skywalker for that. The realisation that Disney extended to Pixar, Marvel and Star Wars suddenly crafted a plethora if figures that appealed to an even wider market. Sure, the figures were somewhat stylised to match the in-game graphics of Disney Infinite (which they were released with) but the concept of using those well-crafted plastic statues to store data, and play as Rocket Raccoon with Darth Vader, is pretty rocking. Somehow, with Disney, the idea is much less ludicrous and much more appealing. In fact, try blasting away with Nick Fury from The Avengers and Meredith from Brave together and try not to have fun, I dare you. In such a sand box in-game environment, anything’s possible, and it somehow feels like the cost is somehow more justified, even if they are essentially money spinners.

The future brings endless possibilities, what with Kingdom Hearts 3 on the horizon. If main characters Sora and Riku were to materialise as figures, who can blame the fans for lapping them up and then using them to play in Disney Infinite? I don’t think they’d even care that the figures aren’t even posable, just as long as they exist, and it’s these iconic characters that blow the ugly and unknown Skylanders out of the water (even you, mutated lizard version of Spyro).

Then there’s Nintendo. Riding on the same successful idea comes the company who created many a well-known gaming character. Following the release of Super Smash Brothers for the Wii U, statues of Mario, Pikachu, Kirby, Sonic and Megaman crashed into stores everywhere, along with other favourites like Fox McCloud, Samus Aran and Link. Even Jigglypuff spawned her own statue, that lucky pink puffball. Then, as soon as they appeared, they vanished. Due to such incredible demand, these figures went out of stock everywhere. Trust me, I work for a popular retailer and they went nigh constantly when new stock arrived. In fact, they only thing that went to outsell them during their release period, at least for us, was that blasted Elsa singing doll from Frozen – Disney showing their power, once more.

Nintendo were even more clever, however. These figures not only stored modified move-sets and character data for Super Smash Bros, but also for other Nintendo games that used that character, thereafter. Genius. Suddenly, these figures were no longer and expensive one-off toy for one game, but a purchase that stretched its use and gave more bang for your buck. It’s no wonder these figures continue to sell well and, along with the Disney Infinite bunch, leaves the forgettable Skylanders in the dust.

So, what’s the point in these toys? Do they really add anything to the games? Well, no. They’re designed to make money and extend the video game’s longevity outside of its virtual walls. Kids can collect them, like Pokémon, and have a figure of their favourite Disney or Nintendo character. Not just that, but adults can get involved, too, at a little extra cost of simply purchasing a solid, real figure, as opposed to some form of digital downloadable content. It’s somehow satisfying and I don’t see their popularity waning any time soon, even if they are essentially just a decorative memory card. One thing’s for sure – these figures are here to stay, at least until the next bunch of plastic peripheral is marketed to us in conjunction with a game franchise (Guitar Hero, anyone?). I’m off to get me a Kirby.

EDIT: Since this article, the Toys to Life genre has risen to dizzying new heights, before falling into obscurity. I ended up mixed up in the craze following the final Skylanders game, Skylanders: Imaginators, thanks to the introduction of Crash Bandicoot. Only Amiibos have stood the test of time, thanks mostly to the Nintendo characters' popularity.

Picture 1 from: uk.ign.comgamesskylanders-spyros-adventurewii-100138

Picture 2 from: cabbagedan.com20120819skylanders-giantsskylanders-spyros-adventure-857965-png-2

Picture 3 from: www.starwars.comnewsstar-wars-comes-to-disney-infinity-3-0

Picture 4 from: sebgames.com.aups3-203756-Disney-Infinity-20-Figure—Rocket-Raccoon-PlayStation-3

Picture 5 from: www.gamespot.comarticlesnintendo-reveals-new-amiibo-figures-including-mega1100-6423501