“Global Anime Figures And Action Toys Market to reach a market value of USD 9.67 Billion by 2032 growing at a CAGR of 9.0%”
The Global Anime Figures And Action Toys Market size is expected to reach $9.67 billion by 2032, rising at a market growth of 9.0% CAGR during the forecast period.
The in-store display and immersive shopping environment also enhance customer engagement, making specialty stores a vital channel for premium and niche product segments. The specialty stores segment witnessed 39% revenue share in the market in 2024. These stores are typically tailored to anime and pop culture enthusiasts, offering a curated selection of high-quality, authentic merchandise. Their ability to provide a focused shopping experience, knowledgeable staff, and exclusive products makes them a preferred destination for collectors and serious buyers.
During the COVID-19 pandemic, the anime figures and action toys market faced significant disruptions that hindered its growth. One of the most immediate impacts was the global supply chain breakdown, which delayed the manufacturing and distribution of toys and figures. Factories in key production hubs such as China and Japan were either shut down or operated at reduced capacity, leading to shortages of raw materials and unfinished products. As a result, many new releases and pre-orders were postponed or cancelled, disappointing collectors and impacting retail sales. This shift in consumer behaviour weakened market demand, particularly in lower and middle-income segments. Thus, the COVID-19 pandemic had negative impact on the market.
The global surge in anime content consumption, catalyzed by streaming giants like Netflix, Crunchyroll, and Amazon Prime, has created a vibrant ecosystem for anime merchandise, particularly figures and action toys. As these platforms localize content for global audiences, the reach of iconic anime franchises such as Demon Slayer, My Hero Academia, Attack on Titan, and Jujutsu Kaisen are expanding exponentially. With millions of new viewers being introduced to anime culture daily, the demand for related collectibles, especially high-quality figurines and action toys, has seen a sharp upward trend. Fans often feel a strong emotional attachment to characters, increasing their interest in owning a physical representation.
Additionally, social media platforms, particularly YouTube, Instagram, and TikTok, have become powerful engines for discovery and engagement in the market. Influencers and content creators specializing in anime culture regularly post unboxing videos, figure reviews, and behind-the-scenes looks at exclusive releases. These visual, authentic content pieces have a profound impact on consumer behaviour, often driving viral interest in specific toy lines or characters within hours of posting.
However, the widespread availability of counterfeit and unlicensed anime figures poses a serious threat to the integrity and profitability of the global market. These imitation products are often sold at a fraction of the price of official figures, making them attractive to unaware or budget-conscious consumers. However, they usually lack the quality, safety standards, and design accuracy of genuine merchandise. This not only misleads buyers but also damages the perception of the original brands and dilutes the value of licensed products. Hence, proliferation of counterfeit and unlicensed products undermines brand reputation and revenue is hampering the growth of the market.
The Anime Figures and Action Toys Market begins with Concept and IP Development, where creators establish unique character designs and secure intellectual property rights. This is followed by Licensing and Brand Management, ensuring official partnerships with manufacturers. In Design and Prototyping, 3D models and physical prototypes are crafted for production. Manufacturing and Assembly then produces figures at scale, followed by Quality Control and Packaging to ensure product integrity. Afterward, products go through Distribution and Logistics, reaching Retail and E-commerce platforms. Post-purchase, companies focus on Marketing, Community Engagement, and After-Sales Support, fostering a loyal collector base and feeding insights back into concept development.
The leading players in the market are competing with diverse innovative offerings to remain competitive in the market. The above illustration shows the percentage of revenue shared by some of the leading companies in the market. The leading players of the market are adopting various strategies in order to cater demand coming from the different industries. The key developmental strategies in the market are Acquisitions, and Partnerships & Collaborations.
Based on age group, the market is characterized into 15 years & above, 9 - 15 years, and up to 8 years. The up to 8 years segment held 8% revenue share in the market in 2024. Younger children are increasingly exposed to anime through age-appropriate content available on streaming platforms, driving early interest in character-based toys. Products targeted at this age group often emphasize safety, durability, and playability, appealing to both children and parents. Although the segment’s purchasing power is limited, it holds long-term market potential as early engagement can lead to continued interest in anime figures and merchandise as these consumers grow older.
On the basis of price range, the market is classified into < USD 50, USD 50 - USD 150, USD 150 - USD 500, and > USD 500. The > USD 500 segment held 5% revenue share in the market in 2024. These luxury items are often handcrafted, highly detailed, and produced in very limited quantities, sometimes as part of exclusive collaborations or commemorative editions. Buyers in this segment are typically hardcore collectors and investors in pop culture memorabilia. While the sales volume may be lower compared to other segments, the high unit price ensures substantial revenue contribution and reflects the increasing sophistication and maturity of the global anime merchandise market.
By distribution channel, the anime figures and action toys market is divided into specialty stores, online/ e-commerce, hypermarkets & supermarkets, and others. The hypermarkets & supermarkets segment procured 21% revenue share in the market in 2024. These stores primarily cater to a mainstream audience and families, often stocking mass-produced and lower-priced figures. The convenience of one-stop shopping and regular foot traffic allows these retail formats to effectively reach casual buyers, especially during promotional seasons such as holidays and back-to-school periods.
Region-wise, the market is analyzed across North America, Europe, Asia Pacific, and LAMEA. The Asia Pacific segment witnessed 47% revenue share in the market in 2024. This strong performance is largely attributed to Japan being the birthplace and global hub of anime culture, supported by a deeply rooted fanbase and a robust production and licensing ecosystem. Countries such as China and South Korea also contributed significantly, with rising consumer interest in anime-driven media, expanding collector communities, and increased availability of both domestic and imported merchandise. The region's cultural affinity with anime and continued technological and retail growth fuel its leading position in the market.
Free Valuable Insights: Global Anime Figures And Action Toys Market size to reach USD 9.67 Billion by 2032
| Report Attribute | Details |
|---|---|
| Market size value in 2024 | USD 4.93 Billion |
| Market size forecast in 2032 | USD 9.67 Billion |
| Base Year | 2024 |
| Historical Period | 2021 to 2023 |
| Forecast Period | 2025 to 2032 |
| Revenue Growth Rate | CAGR of 9.0% from 2025 to 2032 |
| Number of Pages | 279 |
| Number of Tables | 370 |
| Report coverage | Market Trends, Revenue Estimation and Forecast, Segmentation Analysis, Regional and Country Breakdown, Market Share Analysis, Porter’s 5 Forces Analysis, Company Profiling, Companies Strategic Developments, SWOT Analysis, Winning Imperatives |
| Segments covered | Age Group, Price Range, Distribution Channel, Region |
| Country scope |
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| Companies Included | Kotobukiya Co., Ltd., Good Smile Company, Inc., Bandai Namco Holdings Inc., Hasbro, Inc., Diamond Select Toys, MAX FACTORY, INC., Playmates Toys Ltd. (Playmates Holdings Ltd.), JAKKS Pacific, Inc., Spin Master Corp. and McFarlane Toys |
By Age Group
By Price Range
By Distribution Channel
By Geography
This Market size is expected to reach $9.67 billion by 2032.
Surging Global Popularity of Anime Content Across Streaming Platforms are driving the Market in coming years, however, Dependency on Anime Series Popularity and Franchise Lifespan Creates Market Volatility restraints the growth of the Market.
Kotobukiya Co., Ltd., Good Smile Company, Inc., Bandai Namco Holdings Inc., Hasbro, Inc., Diamond Select Toys, MAX FACTORY, INC., Playmates Toys Ltd. (Playmates Holdings Ltd.), JAKKS Pacific, Inc., Spin Master Corp. and McFarlane Toys
The expected CAGR of this Market is 9.0% from 2023 to 2032.
The 15 Years & Above segment is leading the Market by Age Group in 2024; thereby, achieving a market value of $4.38 billion by 2032.
The Asia Pacific region dominated the Market by Region in 2024, and would continue to be a dominant market till 2032; thereby, achieving a market value of $495.7 million by 2032.
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