Global Anime Figures And Action Toys Market Size, Share & Industry Analysis Report By Age Group, By Price Range (< USD 50, USD 50 - USD 150, USD 150 - USD 500, and > USD 500), By Distribution Channel (Specialty Stores, Online/ E-commerce, Hypermarkets & S

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.

COVID 19 Impact Analysis

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.

Market Growth Factors

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.

Market Restraining Factors

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.

Age Group Outlook

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.

Price Range Outlook

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.

Distribution Channel Outlook

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.

Regional Outlook

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.

Recent Strategies Deployed in the Market

• May-2025: JAKKS Pacific, Inc. announced the partnership with SEGA, a Video game company and Warner Bros., a Motion pictures/entertainment company to launch a DC x Sonic the Hedgehog toy line. Featuring articulated figures, vehicles, and plush toys of Sonic, Tails, Superman, and Batman, this collaboration showcases JAKKS Pacific’s innovation in the anime figures and action toys market.
• Apr-2025: Kotobukiya Co., Ltd. unveiled the MEGA MAN SCRAMBLE THUNDER Ver. / ROCKMAN SCRAMBLE THUNDER Ver. model kits, soon followed by the MEGA MAN PILE DRIVE Ver. / ROCKMAN PILE DRIVE Ver. These new releases broaden Kotobukiya’s collection of highly detailed action model kits, attracting classic Mega Man fans and supporting growth in the anime figures and action toys market.
• Mar-2025: JAKKS Pacific, Inc. unveiled new The Simpsons collectibles, including interactive plush toys and 2.5–5-inch action figures. Highlights include the Funzo Feature Plush, Bartman Roto Plush, and a Krusty Burger Diorama Set, all inspired by iconic episodes. These items expand their anime-style action and collectible toy line.
• Mar-2025: Playmates Toys Ltd. unveiled a new Mighty Morphin’ Power Rangers action figure line at Toy Fair 2025. Coordinated with the classic show's refresh and new stop-motion animated shorts, the release includes a variety of figures and vehicles in multiple sizes. This move aims to boost fan engagement and grow Playmates' presence in the anime figures and action toys market.
• Apr-2024: Hasbro, Inc. announced the partnership with Playmates Toys. a Toy Company to produce and distribute Power Rangers merchandise, excluding Asia. Playmates will handle design, development, and marketing of toys like action figures, while Hasbro retains entertainment rights and strategic oversight.
• Jul-2022: Spin Master Corp. announced the partnership with Sony, a multinational conglomerate company to develop toys and merchandise for popular PlayStation franchises like God of War and The Last of Us. The lineup, launched in spring 2024, will include action figures, collectibles, and plush toys, aiming to extend PlayStation's gaming experiences into the physical toy market.

List of Key Companies Profiled

• 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.
• McFarlane Toys

Global Anime Figures And Action Toys Market Report Segmentation

By Age Group

• 15 Years & Above
• 9 - 15 Years
• Up to 8 Years

By Price Range

• < USD 50
• USD 50 - USD 150
• USD 150 - USD 500
• > USD 500

By Distribution Channel

• Specialty Stores
• Online/ E-commerce
• Hypermarkets & Supermarkets
• Other Distribution Channel

By Geography

• North America

US

Canada

Mexico

Rest of North America

• Europe

Germany

UK

France

Russia

Spain

Italy

Rest of Europe

• Asia Pacific

China

Japan

India

South Korea

Singapore

Malaysia

Rest of Asia Pacific

• LAMEA

Brazil

Argentina

UAE

Saudi Arabia

South Africa

Nigeria

Rest of LAMEA