Anime & Action Toy Market Outlook (2025–2035)In-Depth Trends by Region, Price Segments, Consumer Age Groups, and Distribution Strategy
Anime Figures & Action Toys Market Trends
The global anime figures and action toys market was valued at approximately USD 5,252.3 million in 2025 and is anticipated to grow at a CAGR of 9.3% from 2025 to 2035.
This robust growth trajectory is being driven by increasing global exposure to anime culture, fan-driven demand for collectibles, and the expanding reach of e-commerce platforms across regions.
Key Market Highlights
The specialty stores segment led the market in 2025, accounting for over 38.5% of the total revenue. These stores continue to play a vital role by offering curated collections, exclusive releases, and immersive shopping experiences tailored to anime enthusiasts.
The under USD 50 price range remains the most popular category, capturing the largest market share in 2025. Consumers, particularly younger collectors and casual fans, are drawn to budget-friendly options that allow them to build their collections without a premium price tag.
The 15 years and above age group emerged as the leading consumer segment in 2025. This demographic includes both teenagers and adult collectors who possess greater purchasing power and a strong emotional connection to anime series and characters from their youth.
Japan continued to dominate the global market in 2025, with a commanding share of around 52.5%. The country’s longstanding anime industry, deep-rooted collector culture, and export-driven merchandise strategies position it as the epicenter of the anime figures and action toys industry.
By 2035, the global market is expected to reach an estimated value of USD 12,640.8 million, propelled by continued globalization of anime, new character releases, and improved access to merchandise through digital platforms.
Report Scope
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Category |
Details |
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Report Title |
Anime Figures and Action Toys Market Report |
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Forecast Period |
2025–2035 |
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Base Year |
2024 |
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Historical Data |
2019–2023 |
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Market Size in 2025 |
USD 5.25 Billion (estimated) |
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Projected Market Size |
USD 12.64 Billion by 2035 (estimated) |
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CAGR |
9.3% (2025–2035) |
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Segments Covered |
Distribution Channel, Age Group, Price Range, Region |
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Key Regions |
North America, Europe, Asia Pacific, Latin America, MEA |
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Report Format |
PDF, Excel, PPT |
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Customization Available |
Yes |
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Emerging Trends and Market Drivers
The global rise of anime as a mainstream entertainment genre—fueled by the popularity of platforms like Crunchyroll, Netflix, and YouTube—is significantly broadening the consumer base for anime collectibles. International fan communities, social media trends, and influencer-driven unboxings are raising awareness and driving sales of action toys and figures.
The growing collector culture, especially among millennials and Gen Z, is transforming the perception of anime figures from simple toys to valuable collectibles. Enthusiasts are increasingly seeking high-quality, limited-edition products that reflect their loyalty to specific franchises or characters.
E-commerce platforms and online marketplaces are revolutionizing access to anime merchandise. Direct-to-consumer models, exclusive online drops, and international shipping options are enabling fans worldwide to access rare or region-specific figures. Crowdfunded campaigns and timed pre-orders are adding exclusivity and urgency to purchases, creating new revenue streams for manufacturers.
Collaborations between anime studios and global toy manufacturers such as Bandai, Good Smile Company, and Hasbro are resulting in premium-quality licensed merchandise. These strategic partnerships enable the production of authentic, detail-rich collectibles that appeal to both entry-level and veteran collectors.
Technological innovations such as 3D printing, smart manufacturing, and advanced molding techniques are elevating the aesthetics and functionality of anime figures. These advancements allow for hyper-realistic designs, improved poseability, and customized production, meeting the high expectations of modern collectors.
As anime continues to achieve mainstream popularity, with franchises spanning movies, games, and streaming series, merchandising is evolving into a significant revenue generator. Pop culture conventions, influencer marketing, and NFT-linked collectibles are shaping the future landscape of anime merchandise, further expanding the reach and relevance of the anime figures and action toys market through 2035.
Distribution Channel Insights
In 2025, the specialty stores segment remained the dominant distribution channel, contributing over 39.2% to the total market revenue. The segment’s success is largely attributed to its ability to provide an immersive, community-centric shopping environment. These outlets often feature curated selections of character-specific figures, limited releases, and merchandise not found in mainstream retail. The tactile nature of in-store experiences—such as inspecting paint quality and build before purchase—enhances trust and drives buyer satisfaction. Additionally, store-hosted fan events, themed pop-ups, and franchise tie-ins deepen customer engagement, making specialty stores an anchor for collectors and dedicated fans.
On the other hand, the online/e-commerce segment is projected to register the fastest growth, with a CAGR exceeding 12.6% from 2025 to 2035. The surge in digital commerce is supported by seamless global access, targeted digital marketing, and a broad inventory that caters to both mainstream consumers and niche collectors. Online platforms offer convenience, real-time availability, and unique features like pre-orders, countdown releases, and crowdfunding exclusives. Technological integrations such as AR-based previews, live unboxings, and influencer-led reviews enhance consumer confidence and excitement, accelerating adoption of digital retail channels across all regions.
Price Range Insights
The under USD 50 segment retained its leadership position in 2025, driven by affordability and accessibility. This price tier appeals widely to casual collectors, first-time buyers, and younger audiences, making it an essential entry point into the anime collectibles market. Manufacturers are innovating within this segment by offering highly stylized miniatures, blind-box figures, and character sets at competitive prices. The global popularity of gacha capsule machines and impulse-purchase displays in both physical and digital stores contributes to steady volume sales. Its combination of low investment risk and high character variety ensures continued dominance and widespread market expansion through 2035.
In contrast, the over USD 500 segment is expected to witness the most rapid CAGR during the forecast period. This surge is fueled by increasing interest in premium-grade collectibles that offer intricate craftsmanship, larger scales, and franchise-backed exclusivity. Products in this category often feature interchangeable faces or limbs, fabric clothing, LED elements, and even companion apps. Collectors and fans seeking one-of-a-kind pieces or limited-production models are willing to pay top dollar, especially for studio-licensed or artist-signed items. The proliferation of adult fandoms and global franchise expansions ensures sustained demand in this high-end niche of the market.
Age Group Insights
In 2025, the 15 years and above demographic commanded the highest market share across age segments. This group includes seasoned anime fans, hobbyists, and professionals with significant disposable income and a deeper emotional connection to the genre. They often engage in figure collecting as both a passion and an investment. The rise of digital fan communities, streaming-exclusive franchises, and anime-centric events such as Comic-Cons and Anime Expos has created a thriving ecosystem for this age group to connect, trade, and celebrate their fandom. Their influence is also reflected in the growing demand for authenticity, quality, and customization in action toy and figure design.
This segment is expected to continue dominating the market through 2035, as anime's global popularity expands across media channels and generational lines. The cultural acceptance of anime fandom in mainstream entertainment further encourages consumer engagement among older audiences, reinforcing the market’s upward trajectory.
Age Group Insights
The 9–15 years age group is projected to experience the fastest compound annual growth rate through 2035, supported by the global boom in anime fandom and the ubiquitous presence of anime content on streaming services. As platforms like Netflix, Crunchyroll, and YouTube continue to localize and promote anime series tailored for younger audiences, preteens and teenagers are becoming more engaged with anime franchises. Series such as Pokémon, Demon Slayer, Attack on Titan, and Jujutsu Kaisen have sparked massive interest in branded merchandise, especially collectible action figures.
This demographic is highly responsive to cross-media marketing, with video game releases, manga volumes, webtoons, and animated films influencing purchase behavior. Frequent releases of tie-in products and special editions further boost interest, while the trend of social sharing and unboxing on platforms like TikTok and Instagram amplifies reach. As a result, manufacturers are increasingly targeting this segment with stylized, character-accurate, and affordable collectibles, making it a key growth driver for the market.
Regional Insights
In 2025, North America held a global market share of approximately 9.4%, primarily due to a growing cultural embrace of anime across generations. The widespread popularity of anime conventions, cosplay events, and streaming platforms showcasing localized anime has brought the genre into the mainstream. North American consumers are avid collectors, often seeking limited-edition figures and exclusive collaborations. The expansion of licensed merchandise in both physical and digital retail has solidified the region’s role as a major contributor to the anime figures and action toys market.
U.S. Anime Figures and Action Toys Market Trends
The United States accounted for over 70.4% of the North American market in 2025. With a mature pop culture ecosystem and well-established retail infrastructure, the U.S. has become a hotspot for anime collectibles. The presence of specialty stores, online hobby shops, and fan-driven expos like Anime Expo and San Diego Comic-Con helps facilitate direct engagement between brands and consumers. Crossovers with Western IPs and the rising trend of adult collecting—especially among Millennials and Gen Z—have further accelerated the growth of the U.S. market.
Europe Anime Figures and Action Toys Market Trends
The European market is expected to grow at a CAGR exceeding 11.2% from 2025 to 2035. This expansion is driven by the increased localization of anime content, the rise of multilingual streaming, and broader cultural acceptance of Japanese media. European retailers are deepening their anime offerings, while collector-specific product lines are gaining traction in both online and brick-and-mortar formats. Social media platforms and influencer endorsements are also playing a role in shaping purchase trends, particularly among youth and early adult consumers.
In the UK, the anime collectibles market is gaining momentum thanks to a thriving toy and hobbyist retail network. Events like the MCM Comic Con and the London Toy Fair spotlight anime merchandise and expose new consumers to high-end collectibles. British consumers value authenticity, artistic quality, and franchise loyalty, contributing to a growing appetite for premium figures.
Germany continues to experience solid demand due to its active anime fandom and advanced e-commerce landscape. German consumers are particularly drawn to high-quality, officially licensed products that mirror the craftsmanship of their Japanese counterparts. The presence of robust logistics and collector-centric retail models enhances the ease of access to global anime merchandise, further fueling market growth in the country.
Asia Pacific Anime Figures and Action Toys Market Trends
The Asia Pacific region is forecasted to grow at a CAGR of approximately 13.1% from 2025 to 2035. As the cultural heartland of anime and manga, APAC is both a demand hub and production powerhouse. Countries like Japan, China, and South Korea are not only consuming but also producing original content that feeds into figure development. The growing middle class, urbanization, and expanding convention scene across Southeast Asia are contributing to widespread fan engagement and demand for collectibles.
In China, the anime figures market is experiencing explosive growth. Increased interest in Japanese and domestic anime, coupled with rising disposable income among young consumers, is driving this surge. Chinese consumers are also exploring niche subcultures and designer toys, often treating anime figures as art pieces or lifestyle décor. Domestic studios are also launching their own IPs, further localizing the demand for character-based merchandise.
Japan maintained its leadership position in 2025 with over 53.1% market share. As the birthplace of anime, Japan has a deeply entrenched collector culture supported by decades of character development and brand loyalty. Local manufacturers lead the industry with innovations in sculpting, painting, and articulation. Events like Wonder Festival and Tokyo Comic-Con serve as global showcases, drawing buyers and collectors from around the world. Japan’s unwavering dedication to anime authenticity and artistic integrity continues to set the standard for the global action toy market.
Key Anime Figures and Action Toys Company Insights
Several key players are shaping the global anime figures and action toys market, with Bandai Namco Holdings Inc. and Good Smile Company, Inc. standing out as major contributors, alongside emerging challengers like McFarlane Toys and Diamond Select Toys.
Bandai Namco Holdings Inc. continues to lead the industry as a global entertainment powerhouse. Renowned for its blockbuster franchises like Mobile Suit Gundam, Dragon Ball Z, and One Piece, the company excels at merging anime storytelling with dynamic collectibles. Its integrated ecosystem—spanning video games, anime series, mobile apps, and merchandise—creates a multi-platform engagement strategy that appeals to both younger audiences and adult collectors. By leveraging extensive licensing agreements with top Japanese studios, Bandai Namco consistently delivers new releases that remain relevant and culturally resonant. Their global retail distribution network and focus on character evolution and innovation solidify their dominance through 2035.
Good Smile Company, Inc. has built a global reputation for its finely crafted anime figures, especially through its widely acclaimed Nendoroid and Figma lines. The company's meticulous attention to facial expression accuracy, poseability, and faithful character detail positions it as a favorite among both casual fans and serious collectors. Good Smile’s ability to rapidly adapt to market trends, collaborate with independent artists, and produce region-specific exclusives has allowed it to maintain an agile and influential presence. Their production agility and commitment to artistic craftsmanship continue to elevate the quality standards of the anime collectibles industry.
McFarlane Toys has evolved from its comic-book roots to become a rising name in the anime figure segment. Leveraging its experience in sculpting and articulation, McFarlane has expanded its product lines to include anime-inspired series like My Hero Academia and Tokyo Ghoul. Its combination of affordable pricing and high visual appeal has earned it growing shelf space in major global retail chains. The company’s ability to blend Western action figure aesthetics with anime design elements has helped capture a hybrid collector base looking for something distinct and visually impactful.
Diamond Select Toys, traditionally focused on American pop culture and cinematic universes, has made notable strides into the anime-inspired toy segment. With figures based on titles such as Naruto, AvatarThe Last Airbender, and other cross-cultural franchises, Diamond Select offers a competitive mix of affordability, stylized detailing, and shelf appeal. Its strategic licensing efforts and consistent rollout of high-demand anime characters indicate long-term growth potential and expanding market relevance.
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Recent Developments
In May 2025, JAKKS Pacific, Inc. unveiled a strategic licensing partnership with SEGA of America and Warner Bros. Discovery Global Consumer Products. The collaboration introduced a toy line featuring characters from the DC x Sonic the Hedgehog crossover series. The collection includes poseable action figures, themed vehicles, and plush toys that creatively fuse Sonic universe favorites with iconic DC superheroes like Batman and Superman. This unique crossover exemplifies JAKKS Pacific’s innovative approach and growing influence within hybrid anime-pop culture merchandising.
In April 2025, Kotobukiya expanded its model kit catalog by launching the Mega Man Scramble Thunder Ver. and Pile Drive Ver. under the Rockman branding. These additions reflect Kotobukiya’s commitment to high-detail assembly kits that cater to both model enthusiasts and retro gaming fans. Their product line merges nostalgia with technical complexity, offering collectors an immersive experience that goes beyond simple display figures.
In March 2025, Playmates Toys Ltd. introduced its revamped Mighty Morphin’ Power Rangers figure collection at Toy Fair 2025. With the support of a refreshed animated short series and a fan-focused marketing push, the company launched a comprehensive figure range including vehicles and accessories. This release aims to reconnect long-time fans with their childhood heroes while introducing a new generation to the Power Rangers universe—positioning Playmates as a forward-looking player in the anime-style action figure landscape.
Key Players
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Kotobukiya Co., Ltd.
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Playmates Toys Ltd.
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JAKKS Pacific, Inc.
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Funko, Inc.
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Hot Toys Limited
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Medicom Toy Corporation
Anime Figures and Action Toys Market Segmentation
By Distribution Channel
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Specialty Stores
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Online/E-commerce
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Supermarkets/Hypermarkets
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Toy Stores
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Others
By Age Group
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Up to 8 Years
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9–15 Years
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15 Years & Above
By Price Range
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Below USD 50
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USD 50 – USD 150
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USD 150 – USD 500
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Above USD 500
By Region
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North America (U.S., Canada)
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Europe (Germany, UK, France, Rest of Europe)
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Asia Pacific (Japan, China, South Korea, India, Rest of APAC)
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Latin America
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Middle East & Africa
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