clock menu more-arrow no yes

Filed under:

Square Enix's toy line is a flashy, profitable endeavor

New, 10 comments

When you think of Square Enix, the first thing that comes to mind likely isn't action figures.

In 2005 Square Enix began building a mini-market within its empire of international video game offerings. The company's line of merchandise for its own titles — especially the Play Arts figures modeled after popular game characters — inspired a handful of other companies to reach out for their own toy lines.

Now Square produces lines of figurines from DC Comics, Metal Gear Solid and more, with recent additions to the Play Arts line heralding from Robocop and Aliens: Colonial Marines. It's not just all Final Fantasy anymore; Square Enix is catering to collectors across a wide swathe of fandoms.

According to Square Enix merchandise coordinator Kelsey Britt, consumers may not realize how large the toy lines' roles play in the company's overall presence. Video games are still their bread and butter, she explained, but with a growing demand for collectible figures — crafted with intimate details to be poised lovingly on fans' desks and beside tables — the toy sector is becoming more important.

New additions to the collection for New York Comic Con include Superman as he appears in Man of Steel but with an all-black uniform, as well as Xenomorphs from Aliens and an impressively detailed figure of the original Final Fantasy's Warrior of Light. The company is also selling minifigures based on the Theatrhythm Final Fantasy 3DS rhythm game and a standard run of toys tying into upcoming release Lightning Returns: Final Fantasy 13.

As the swarms of people pressed up against the glass cases at Square Enix's NYCC booth can attest, these toys are quickly becoming an important part of the company's industry presence.