Square Enix Reports Major Merch Sales Boost, Thanks to Pricey 2B and Tifa Figures
Square Enix has released its financial results for the first three quarters of the fiscal year (April 2024 to December 2024), revealing a significant increase in merchandise sales. The publisher earned 14.9 billion yen ($97 million) from merchandise alone, compared to 12.4 billion yen during the same period in 2023.
Square Enix credits this growth to three major products: a Dragon Quest set, a Final Fantasy VII Tifa Lockhart action figure, and an eye-wateringly expensive Nier: Automata 2B statue.
The Tifa figure, priced at $130, features 23 points of articulation and is based on her original Final Fantasy VII design rather than the Rebirth version. But the real money-maker appears to be the Nier: Automata 2B statue—specifically, the Masterline Deluxe edition, which costs a staggering $2,600 (or $2,400 for the standard version).
The standard 2B statue features the android warrior in her signature black outfit, with a sculpted gust of wind revealing more than just dynamic movement. However, the deluxe version takes things a step further, featuring swappable parts, including an unmasked head and an alternate “self-destruct mode” lower body, which replaces her skirt with a barely-there bodysuit. Square Enix describes the statue as “bringing out the character’s appeal to the fullest.”
Regardless of whether fans are buying for nostalgia or other reasons, it’s clear that Square Enix knows its audience—and they’re willing to spend big on high-end collectibles.
