Activision may have spearheaded the toys-to-life category with 2011's Skylanders: Spyro's Adventure, but Nintendo see themselves as being a "trendsetter" with their amiibo figures.
That's according to company president Satoru Iwata, who sees their decision to allow amiibo to interact in different ways across multiple games as leading the way ahead of their competitors.
Where Nintendo see challenges is in the retail space, being able to successfully differentiate themselves from how Skylanders and Disney Infinity are similarly lining shelves.