Nintendo of America CEO Reggie Fils-Aime has explained how amiibo differs from other franchises that use near field communication (NFC) technology. Unlike Disney Infinity and Activision’s Skylanders, Nintendo’s NFC-based platform is optional and designed to work with multiple games from different genres. The first 12 amiibo figures, including Mario, Peach, Samus and Pikachu, are available for pre-order at $12.99 each. Super Smash Bros. for Wii U will be the first title with full integration of amiibo functionality.

“Our vision is to have these ‘amiibo’ figures be your playable friends that allow you to enhance the overall experience,” said Fils-Aime. “It’s a different approach from Activision and Disney, which is more to unlock something in the game. You’re going to want to have your ‘amiibo’ figure because it’s going to allow you to enhance your skills, upgrade your character and take the experience over to a friend’s house.”