Between launch and mid-February, Nintendo sold around 6 million Amiibo figures. Which is great! But because we're adult fans who care more about these characters, and because of all the shortages, we have a tendency to perceive them as being the most popular competitor on the market.
Perspective:
Between Feb 2014 and Feb 2015, Activision sold
65 million Skylanders.
In 2014, Skylanders also outsold every "normal" non toys-to-life action figure line on earth. It has now achieved this for three years in a row.
And of course, Disney Infinity is also killing it, selling either a little better or a little worse than Skylanders depending on
which statistics you selectively emphasize.
If anyone gets "squeezed out" of this marketplace, it's going to be the regular toy lines that don't interact with videogames. Because Skylanders and Infinity are
destroying them. That "Toys to Life" section of the store is going to grow to the point where it starts eating away at the regular toy aisle.