No wonder some of these Amiibos are so damned rare.

According to today’s release from The NPD Group market research firm, Nintendo reported that it’s sold 7 million of its Amiibo toys-to-life figures. The Japanese publisher also reported a 30 percent increase in sales for its 3DS handheld line for the eight months of the year and that it’s sold 600,000 copies of the surprise hit shooter Splatoon in the U.S. alone.

Nintendo is poised to build on its success with the 3DS with a slimmer New 3DS debuting later this month along with the fall’s traditional rush of games and sales for the holidays.