The global action figures market is predicted to witness monumental growth, exhibiting a CAGR of 8.8% from 2023 to 2033. According to the research report by FMI, the global market size is likely to hit US$ 9 billion in 2023 and US$ 20.91 billion by 2033. The increasing popularity of several animated series, Japanese anime content, and movies is predicted to be a key factor driving the market growth. The mushrooming adoption of smartphones, tablets, and laptops adds an upsurge to the market development. Furthermore, the growing popularity of action figure products amongst kids and adults is flourishing in growth for the market.
The coronavirus pandemic gave an enormous push to social media platforms and Over-the-top (OTT) platforms. The number of viewers of movies, TV serials, short films, and others dramatically rose during the pandemic. This, in turn, increased the popularity of action figures, thereby propelling market development. The key players in the toy industry are launching innovative products based on the popularity of those movies or TV series.
Japanese anime has gained quite a popularity in recent years. For instance, Naruto, a Japanese animated TV series has witnessed escalating viewership and gained instant popularity among consumers of various age groups. As a result, Naruto merchandise and Naruto action figures have picked up a huge demand in the market.
The rising numbers of viewers have created lucrative opportunities for manufacturers operating in the market. Opportunities such as the launch of premium and customized action figures by key market players are likely to be a key trend bolstering market growth. Even McDonald’s launches their Happy Meal with the trending action figure merchandise of a movie or a show. The Star Wars action figures launched by McDonald’s in 2008 are still popular among collectors and even bid for high prices.
The market for action figures generates high profits. The increasing number of anime production companies is beneficial for market development. The growing expenditure on online streaming platforms and improving computer animation technologies are expected to foster market growth.
| Attributes | Details |
|---|---|
| Action Figures Market Share (2022) | US$ 8.27 billion |
| Action Figures Market Share (2023) | US$ 9 billion |
| Action Figures Market Share (2033) | US$ 20.91 |
| Action Figures Market Share (2023 to 2033) | 8.8% |
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According to the previous market report on Action Figures Market, the sales are gradually increasing every year. In 2018, the global market size stood at nearly US$ 5.95 billion. In the following years from 2018 to 2022, the market showcased modest growth, accounting for a worth of US$ 8.27 billion.
Toys help in the development of children’s cognitive functions. They help the child stay active and engaged. Action figures have always been popular among children and youngsters. The expanding population of children below 15 years of age is likely to contribute to the market’s development. Additionally, the expanding middle-class population and the rising income levels are anticipated to foster growth for the market.
The global market witnessed hindrances during the coronavirus pandemic. The revenues diminished during the financial years 2020 to 21 and 2021 to 22 due to the shutdown of production facilities and disruption in supply chain networks. However, the market is gaining traction and is likely to witness swift growth in the coming years.
The rising digitalization is a vital factor bolstering the development of global action figures market. The growing popularity of customized action figures is creating lucrative growth opportunities for key market players. Furthermore, product advancements and innovations are likely to be crucial factors driving global market growth. The launch of toys with modern technologies such as sensors and GPS trackers is anticipated to uptick product demand.
The expansion of distribution channels is projected to generate multiple revenue streams for market players. The dynamically evolving supply chain networks and swelling e-commerce sales are anticipated to support market development.
Principal Consultant
According to segmentation based on the type of material, the plastics segment is predicted to account for the highest market share. Plastic toys are economical in production. They are easy to clean and can be molded into any desired shape or size. However, the manufacturers are innovating their product offerings and launching products composed of sustainable plastic materials. Key players are launching silica rubber action figures to reduce their plastic usage and waste generation.
According to ourworldindata.gov, the global population of children aged between 5-10 years stood at 1.23 billion. In 2023, the numbers have risen to 1.32 billion. This age group enjoys playing with toys, sports, board games, computer games, and others. The increasing demand for rare and unique action figure toys within this age group is predicted to bolster market growth. The rising middle-class population and improving income levels are likely to contribute to product sales.
The superheroes action figures segment is predicted to continue dominating the global market in terms of revenue. The segment held a market share of more than 45% in 2022. Superheroes create a great influence on children’s minds. The growing popularity of Marvel series and DC series superhero action figures are highly popular among kids. These superhero action toys are manufactured using durable and premium materials. They have a superior finish which makes them highly attractive.
The anime characters segment is anticipated to garner swift growth during the forecast period. The segment is likely to exhibit a CAGR of 9.7% from 2023 to 2033. The growing popularity of comics across developing and developed nations is expected to foster market growth. Additionally, the rising numbers of anime viewers on OTT platforms such as Netflix, Disney Plus, and others are expected to bolster market development.
The offline distribution segment is anticipated to account for more than 70% revenue of global action figure sales. Offline retail lets the consumer to physically access the product and avoid the waiting period that incurs in online purchases. This is the biggest factor for offline distribution channels to result in high revenues. Furthermore, the structured offline distribution channels across developing nations are rapidly developing. Nations such as Japan, India, and China are witnessing swift development, which is likely to aid market expansion in the forthcoming years.
The North American region is slated to witness astonishing growth during the forecast period. This growth can be attributed to the rising inclination towards smart/AI toys and educational toys. The United States is likely to hold the dominant share in the regional market, exhibiting a CAGR of nearly 41.2% in 2023. The increasing demand for anime characters and superhero action figures drives product sales in the United States. Furthermore, the escalating e-commerce sales and the mushrooming demand for custom-made action actions are anticipated to contribute to the region’s market growth.
Asia Pacific is anticipated to follow North America and exhibit a CAGR of 10% from 2023 to 2033. The high product demand in nations such as India, Japan, and China is predicted to flourish the region’s market development. Additionally, the improving income levels and living standards across these nations is projected to uptick market growth in the coming years. The rising population of women workers is driving the demand for toys, which in turn is predicted to aid the region’s market development.
The large consumer bases in these countries and the increasing population of children under 15 years of age are anticipated to contribute to the market development. Furthermore, the mushrooming popularity of Japanese anime and anime action figures is anticipated to bolster market growth.
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The market comprises several key players and a few new entrants. The market players are emphasizing the rising popularity of action figures. They are launching a diverse range of toys to maximize their market share and uptick their global position. The key market players are expanding their production capabilities to cater to the ever-increasing demand.
The market is projected to record a CAGR of 8.8% from 2023 to 2033.
The market is expected to reach a valuation of US$ 20.91 billion by 2033.
The market is estimated to secure a valuation of US$ 9 billion in 2023.
North America holds a significant share of 41.2% through 2033.
India, Japan, and China dominate the Asian market.
1. Executive Summary | Action Figures Market
1.1. Global Market Outlook
1.2. Demand-side Trends
1.3. Supply-side Trends
1.4. Technology Roadmap Analysis
1.5. Analysis and Recommendations
2. Market Overview
2.1. Market Coverage / Taxonomy
2.2. Market Definition / Scope / Limitations
3. Market Background
3.1. Market Dynamics
3.1.1. Drivers
3.1.2. Restraints
3.1.3. Opportunity
3.1.4. Trends
3.2. Scenario Forecast
3.2.1. Demand in Optimistic Scenario
3.2.2. Demand in Likely Scenario
3.2.3. Demand in Conservative Scenario
3.3. Opportunity Map Analysis
3.4. Product Life Cycle Analysis
3.5. Supply Chain Analysis
3.5.1. Supply Side Participants and their Roles
3.5.1.1. Producers
3.5.1.2. Mid-Level Participants (Traders/ Agents/ Brokers)
3.5.1.3. Wholesalers and Distributors
3.5.2. Value Added and Value Created at Node in the Supply Chain
3.5.3. List of Raw Material Suppliers
3.5.4. List of Existing and Potential Buyer’s
3.6. Investment Feasibility Matrix
3.7. Value Chain Analysis
3.7.1. Profit Margin Analysis
3.7.2. Wholesalers and Distributors
3.7.3. Retailers
3.8. PESTLE and Porter’s Analysis
3.9. Regulatory Landscape
3.9.1. By Key Regions
3.9.2. By Key Countries
3.10. Regional Parent Market Outlook
3.11. Production and Consumption Statistics
3.12. Import and Export Statistics
4. Global Market Analysis 2018 to 2022 and Forecast, 2023 to 2033
4.1. Historical Market Size Value (US$ Million) & Volume (Units) Analysis, 2018 to 2022
4.2. Current and Future Market Size Value (US$ Million) & Volume (Units) Projections, 2023 to 2033
4.2.1. Y-o-Y Growth Trend Analysis
4.2.2. Absolute $ Opportunity Analysis
5. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Type
5.1. Introduction / Key Findings
5.2. Historical Market Size Value (US$ Million) & Volume (Units) Analysis By Type, 2018 to 2022
5.3. Current and Future Market Size Value (US$ Million) & Volume (Units) Analysis and Forecast By Type, 2023 to 2033
5.3.1. Superheroes
5.3.2. Anime Characters
5.3.3. Movie Characters
5.3.4. Others
5.4. Y-o-Y Growth Trend Analysis By Type, 2018 to 2022
5.5. Absolute $ Opportunity Analysis By Type, 2023 to 2033
6. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By End-user
6.1. Introduction / Key Findings
6.2. Historical Market Size Value (US$ Million) & Volume (Units) Analysis By End-user, 2018 to 2022
6.3. Current and Future Market Size Value (US$ Million) & Volume (Units) Analysis and Forecast By End-user, 2023 to 2033
6.3.1. Up to 5 Years
6.3.2. 5 - 10 Years
6.3.3. Above 10 Years
6.4. Y-o-Y Growth Trend Analysis By End-user, 2018 to 2022
6.5. Absolute $ Opportunity Analysis By End-user, 2023 to 2033
7. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Distribution channel
7.1. Introduction / Key Findings
7.2. Historical Market Size Value (US$ Million) & Volume (Units) Analysis By Distribution channel, 2018 to 2022
7.3. Current and Future Market Size Value (US$ Million) & Volume (Units) Analysis and Forecast By Distribution channel, 2023 to 2033
7.3.1. Supermarket/Hypermarket
7.3.2. Specialty Stores
7.3.3. Online Retail
7.4. Y-o-Y Growth Trend Analysis By Distribution channel, 2018 to 2022
7.5. Absolute $ Opportunity Analysis By Distribution channel, 2023 to 2033
8. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Region
8.1. Introduction
8.2. Historical Market Size Value (US$ Million) & Volume (Units) Analysis By Region, 2018 to 2022
8.3. Current Market Size Value (US$ Million) & Volume (Units) Analysis and Forecast By Region, 2023 to 2033
8.3.1. North America
8.3.2. Latin America
8.3.3. Europe
8.3.4. Asia Pacific
8.3.5. MEA
8.4. Market Attractiveness Analysis By Region
9. North America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country
9.1. Historical Market Size Value (US$ Million) & Volume (Units) Trend Analysis By Market Taxonomy, 2018 to 2022
9.2. Market Size Value (US$ Million) & Volume (Units) Forecast By Market Taxonomy, 2023 to 2033
9.2.1. By Country
9.2.1.1. The USA
9.2.1.2. Canada
9.2.2. By Type
9.2.3. By End-user
9.2.4. By Distribution channel
9.3. Market Attractiveness Analysis
9.3.1. By Country
9.3.2. By Type
9.3.3. By End-user
9.3.4. By Distribution channel
9.4. Key Takeaways
10. Latin America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country
10.1. Historical Market Size Value (US$ Million) & Volume (Units) Trend Analysis By Market Taxonomy, 2018 to 2022
10.2. Market Size Value (US$ Million) & Volume (Units) Forecast By Market Taxonomy, 2023 to 2033
10.2.1. By Country
10.2.1.1. Brazil
10.2.1.2. Mexico
10.2.1.3. Rest of Latin America
10.2.2. By Type
10.2.3. By End-user
10.2.4. By Distribution channel
10.3. Market Attractiveness Analysis
10.3.1. By Country
10.3.2. By Type
10.3.3. By End-user
10.3.4. By Distribution channel
10.4. Key Takeaways
11. Europe Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country
11.1. Historical Market Size Value (US$ Million) & Volume (Units) Trend Analysis By Market Taxonomy, 2018 to 2022
11.2. Market Size Value (US$ Million) & Volume (Units) Forecast By Market Taxonomy, 2023 to 2033
11.2.1. By Country
11.2.1.1. Germany
11.2.1.2. UNITED KINGDOM
11.2.1.3. France
11.2.1.4. Spain
11.2.1.5. Italy
11.2.1.6. Rest of Europe
11.2.2. By Type
11.2.3. By End-user
11.2.4. By Distribution channel
11.3. Market Attractiveness Analysis
11.3.1. By Country
11.3.2. By Type
11.3.3. By End-user
11.3.4. By Distribution channel
11.4. Key Takeaways
12. Asia Pacific Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country
12.1. Historical Market Size Value (US$ Million) & Volume (Units) Trend Analysis By Market Taxonomy, 2018 to 2022
12.2. Market Size Value (US$ Million) & Volume (Units) Forecast By Market Taxonomy, 2023 to 2033
12.2.1. By Country
12.2.1.1. China
12.2.1.2. Japan
12.2.1.3. South Korea
12.2.1.4. Singapore
12.2.1.5. Thailand
12.2.1.6. Indonesia
12.2.1.7. Australia
12.2.1.8. New Zealand
12.2.1.9. Rest of Asia Pacific
12.2.2. By Type
12.2.3. By End-user
12.2.4. By Distribution channel
12.3. Market Attractiveness Analysis
12.3.1. By Country
12.3.2. By Type
12.3.3. By End-user
12.3.4. By Distribution channel
12.4. Key Takeaways
13. MEA Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country
13.1. Historical Market Size Value (US$ Million) & Volume (Units) Trend Analysis By Market Taxonomy, 2018 to 2022
13.2. Market Size Value (US$ Million) & Volume (Units) Forecast By Market Taxonomy, 2023 to 2033
13.2.1. By Country
13.2.1.1. GCC Countries
13.2.1.2. South Africa
13.2.1.3. Israel
13.2.1.4. Rest of MEA
13.2.2. By Type
13.2.3. By End-user
13.2.4. By Distribution channel
13.3. Market Attractiveness Analysis
13.3.1. By Country
13.3.2. By Type
13.3.3. By End-user
13.3.4. By Distribution channel
13.4. Key Takeaways
14. Key Countries Market Analysis
14.1. USA
14.1.1. Pricing Analysis
14.1.2. Market Share Analysis, 2022
14.1.2.1. By Type
14.1.2.2. By End-user
14.1.2.3. By Distribution channel
14.2. Canada
14.2.1. Pricing Analysis
14.2.2. Market Share Analysis, 2022
14.2.2.1. By Type
14.2.2.2. By End-user
14.2.2.3. By Distribution channel
14.3. Brazil
14.3.1. Pricing Analysis
14.3.2. Market Share Analysis, 2022
14.3.2.1. By Type
14.3.2.2. By End-user
14.3.2.3. By Distribution channel
14.4. Mexico
14.4.1. Pricing Analysis
14.4.2. Market Share Analysis, 2022
14.4.2.1. By Type
14.4.2.2. By End-user
14.4.2.3. By Distribution channel
14.5. Germany
14.5.1. Pricing Analysis
14.5.2. Market Share Analysis, 2022
14.5.2.1. By Type
14.5.2.2. By End-user
14.5.2.3. By Distribution channel
14.6. UNITED KINGDOM
14.6.1. Pricing Analysis
14.6.2. Market Share Analysis, 2022
14.6.2.1. By Type
14.6.2.2. By End-user
14.6.2.3. By Distribution channel
14.7. France
14.7.1. Pricing Analysis
14.7.2. Market Share Analysis, 2022
14.7.2.1. By Type
14.7.2.2. By End-user
14.7.2.3. By Distribution channel
14.8. Spain
14.8.1. Pricing Analysis
14.8.2. Market Share Analysis, 2022
14.8.2.1. By Type
14.8.2.2. By End-user
14.8.2.3. By Distribution channel
14.9. Italy
14.9.1. Pricing Analysis
14.9.2. Market Share Analysis, 2022
14.9.2.1. By Type
14.9.2.2. By End-user
14.9.2.3. By Distribution channel
14.10. China
14.10.1. Pricing Analysis
14.10.2. Market Share Analysis, 2022
14.10.2.1. By Type
14.10.2.2. By End-user
14.10.2.3. By Distribution channel
14.11. Japan
14.11.1. Pricing Analysis
14.11.2. Market Share Analysis, 2022
14.11.2.1. By Type
14.11.2.2. By End-user
14.11.2.3. By Distribution channel
14.12. South Korea
14.12.1. Pricing Analysis
14.12.2. Market Share Analysis, 2022
14.12.2.1. By Type
14.12.2.2. By End-user
14.12.2.3. By Distribution channel
14.13. Singapore
14.13.1. Pricing Analysis
14.13.2. Market Share Analysis, 2022
14.13.2.1. By Type
14.13.2.2. By End-user
14.13.2.3. By Distribution channel
14.14. Thailand
14.14.1. Pricing Analysis
14.14.2. Market Share Analysis, 2022
14.14.2.1. By Type
14.14.2.2. By End-user
14.14.2.3. By Distribution channel
14.15. Indonesia
14.15.1. Pricing Analysis
14.15.2. Market Share Analysis, 2022
14.15.2.1. By Type
14.15.2.2. By End-user
14.15.2.3. By Distribution channel
14.16. Australia
14.16.1. Pricing Analysis
14.16.2. Market Share Analysis, 2022
14.16.2.1. By Type
14.16.2.2. By End-user
14.16.2.3. By Distribution channel
14.17. New Zealand
14.17.1. Pricing Analysis
14.17.2. Market Share Analysis, 2022
14.17.2.1. By Type
14.17.2.2. By End-user
14.17.2.3. By Distribution channel
14.18. GCC Countries
14.18.1. Pricing Analysis
14.18.2. Market Share Analysis, 2022
14.18.2.1. By Type
14.18.2.2. By End-user
14.18.2.3. By Distribution channel
14.19. South Africa
14.19.1. Pricing Analysis
14.19.2. Market Share Analysis, 2022
14.19.2.1. By Type
14.19.2.2. By End-user
14.19.2.3. By Distribution channel
14.20. Israel
14.20.1. Pricing Analysis
14.20.2. Market Share Analysis, 2022
14.20.2.1. By Type
14.20.2.2. By End-user
14.20.2.3. By Distribution channel
15. Market Structure Analysis
15.1. Competition Dashboard
15.2. Competition Benchmarking
15.3. Market Share Analysis of Top Players
15.3.1. By Regional
15.3.2. By Type
15.3.3. By End-user
15.3.4. By Distribution channel
16. Competition Analysis
16.1. Competition Deep Dive
16.1.1. Hasbro
16.1.1.1. Overview
16.1.1.2. Product Portfolio
16.1.1.3. Profitability by Market Segments
16.1.1.4. Sales Footprint
16.1.1.5. Strategy Overview
16.1.1.5.1. Marketing Strategy
16.1.1.5.2. Product Strategy
16.1.1.5.3. Channel Strategy
16.1.2. The LEGO Group
16.1.2.1. Overview
16.1.2.2. Product Portfolio
16.1.2.3. Profitability by Market Segments
16.1.2.4. Sales Footprint
16.1.2.5. Strategy Overview
16.1.2.5.1. Marketing Strategy
16.1.2.5.2. Product Strategy
16.1.2.5.3. Channel Strategy
16.1.3. Playmates Toys Ltd.
16.1.3.1. Overview
16.1.3.2. Product Portfolio
16.1.3.3. Profitability by Market Segments
16.1.3.4. Sales Footprint
16.1.3.5. Strategy Overview
16.1.3.5.1. Marketing Strategy
16.1.3.5.2. Product Strategy
16.1.3.5.3. Channel Strategy
16.1.4. JAKKS Pacific, Inc.
16.1.4.1. Overview
16.1.4.2. Product Portfolio
16.1.4.3. Profitability by Market Segments
16.1.4.4. Sales Footprint
16.1.4.5. Strategy Overview
16.1.4.5.1. Marketing Strategy
16.1.4.5.2. Product Strategy
16.1.4.5.3. Channel Strategy
16.1.5. Mattel
16.1.5.1. Overview
16.1.5.2. Product Portfolio
16.1.5.3. Profitability by Market Segments
16.1.5.4. Sales Footprint
16.1.5.5. Strategy Overview
16.1.5.5.1. Marketing Strategy
16.1.5.5.2. Product Strategy
16.1.5.5.3. Channel Strategy
16.1.6. Bandai Namco Holdings Inc.
16.1.6.1. Overview
16.1.6.2. Product Portfolio
16.1.6.3. Profitability by Market Segments
16.1.6.4. Sales Footprint
16.1.6.5. Strategy Overview
16.1.6.5.1. Marketing Strategy
16.1.6.5.2. Product Strategy
16.1.6.5.3. Channel Strategy
16.1.7. Diamond Select Toys
16.1.7.1. Overview
16.1.7.2. Product Portfolio
16.1.7.3. Profitability by Market Segments
16.1.7.4. Sales Footprint
16.1.7.5. Strategy Overview
16.1.7.5.1. Marketing Strategy
16.1.7.5.2. Product Strategy
16.1.7.5.3. Channel Strategy
16.1.8. Good Smile Company, Inc.
16.1.8.1. Overview
16.1.8.2. Product Portfolio
16.1.8.3. Profitability by Market Segments
16.1.8.4. Sales Footprint
16.1.8.5. Strategy Overview
16.1.8.5.1. Marketing Strategy
16.1.8.5.2. Product Strategy
16.1.8.5.3. Channel Strategy
16.1.9. Spin Master
16.1.9.1. Overview
16.1.9.2. Product Portfolio
16.1.9.3. Profitability by Market Segments
16.1.9.4. Sales Footprint
16.1.9.5. Strategy Overview
16.1.9.5.1. Marketing Strategy
16.1.9.5.2. Product Strategy
16.1.9.5.3. Channel Strategy
16.1.10. McFarlane Toys
16.1.10.1. Overview
16.1.10.2. Product Portfolio
16.1.10.3. Profitability by Market Segments
16.1.10.4. Sales Footprint
16.1.10.5. Strategy Overview
16.1.10.5.1. Marketing Strategy
16.1.10.5.2. Product Strategy
16.1.10.5.3. Channel Strategy
17. Assumptions & Acronyms Used
18. Research Methodology
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Action Figures Market
