Action Figures Market size is expected to be worth around USD 18.7 Billion by 2034, from USD 8.5 Billion in 2024, growing at a CAGR of 8.2%.

The market is expected to increase at a compound annual growth rate (CAGR) of 8.9% from USD 10.6 billion in 2025 to USD 24.7 billion by 2035.

Market Share Analysis by Company

Anime Action Figures Market Size

The Global Anime Action Figures Market is projected to reach USD 23.4 billion by 2034, rising significantly from a valuation of USD 8.7 billion recorded in 2024. This strong expansion is anticipated to occur at a robust CAGR of 10.4% during the forecast period from 2025 to 2034.

In 2024, North America emerged as the leading regional market, securing a dominant share of more than 37.1%, with generated revenues amounting to approximately USD 3.2 billion. The region’s leadership can be attributed to a strong culture of anime fandom, the increasing popularity of collectibles among adults, and the frequent launch of exclusive and limited-edition figures that continue to drive demand.

The North America toys market size reached a value of approximately USD 33.59 Billion in 2024. The market is expected to grow at a CAGR of 3.40% between 2025 and 2034, reaching a value of USD 46.93 Billion by 2034.

United States toys market size reached USD 42.8 billion in 2024 and is projected to reach USD 56.9 billion in 2032, expanding at a CAGR of 3.6% from 2025-2032

Action Figures Market Outlook

According to our latest research, the global Action Figures market size reached USD 9.85 billion in 2024, demonstrating a robust expansion trajectory. The market is poised to grow at a CAGR of 8.2% from 2025 to 2033, with the forecasted market size expected to reach USD 19.45 billion by 2033. This impressive growth is primarily driven by rising consumer interest in collectibles, the increasing influence of pop culture, and the proliferation of e-commerce platforms facilitating easier access to a wider range of action figures.

One of the primary growth factors propelling the action figures market is the enduring popularity of franchises and intellectual properties (IPs) in the entertainment industry. The success of blockbuster movies, television series, and video games has created a strong demand for merchandise, especially collectible action figures. Major film studios and entertainment conglomerates frequently collaborate with toy manufacturers to launch action figure lines coinciding with new releases, driving sales among both children and adult collectors. The nostalgia associated with classic franchises also continues to attract older demographics, thereby expanding the consumer base beyond traditional age groups. As streaming platforms introduce new content and revive legacy IPs, the appetite for related action figures is expected to remain strong throughout the forecast period.

Another significant driver for the action figures market is the evolution of manufacturing technologies and materials. Advances in 3D printing, precision molding, and the use of high-quality plastics, metals, and resins have enabled manufacturers to produce highly detailed and customizable action figures. This has led to a surge in demand for bespoke and limited-edition products, especially among adult collectors who value authenticity and craftsmanship. The ability to personalize action figures, whether through custom designs or exclusive runs, has opened new revenue streams for manufacturers and retailers. Additionally, improvements in packaging and display options have enhanced the perceived value of action figures, making them attractive not only as toys but also as collectibles and display pieces.

The expansion of digital retail channels has also played a pivotal role in shaping the growth trajectory of the action figures market. E-commerce platforms, specialty online stores, and direct-to-consumer sales have democratized access to a diverse array of action figures, eliminating geographical barriers and enabling enthusiasts worldwide to purchase the latest releases and rare collectibles. Social media and online communities have further amplified consumer engagement, allowing fans to share collections, participate in virtual conventions, and stay informed about upcoming launches. The integration of augmented reality (AR) and virtual reality (VR) technologies into marketing strategies has also enhanced the shopping experience, providing interactive previews and immersive product showcases.

Regionally, North America continues to dominate the global action figures market, accounting for the largest share in 2024, followed closely by Europe and Asia Pacific. The mature entertainment industry, high disposable incomes, and a deeply rooted collector culture have contributed to the region's leadership. Meanwhile, Asia Pacific is emerging as a high-growth market, propelled by a burgeoning middle class, rising urbanization, and the growing influence of anime and manga-inspired action figures. Europe maintains steady demand, particularly in countries with strong pop culture followings, while Latin America and the Middle East & Africa are witnessing gradual market penetration due to expanding distribution networks and increasing brand awareness.

Product Type Analysis

The action figures market is segmented by product type into collectible action figures, playable action figures, custom action figures, and others. Collectible action figures represe

In 2024, U.S. retail sales of toys in the United States amounted to an estimated ** billion U.S. dollars, a slight drop compared to the previous year. The toys and games market consists of total revenues generated through the sale of action figures, dolls, games and puzzles, plush toys, vehicles, and other toys. Toy Industry Play is a child's "work" and toys are the tools children use in play. Toys do more than entertain and keep children occupied. Properly chosen, they should aid a child's physical, mental, social, and emotional development. Play is universally recognized as a vital part of learning and growing and, because toys are such an important ingredient of play, they are invaluable to a child's development into a mature, confident adult.No less today than through the history of civilization, toys reflect the times and cultures and provide children with the tools that help them relate to the world in which they live. Today's toy manufacturers keep pace with the rapidly changing world and provide youngsters with correspondingly appropriate playthings for their enjoyment and to challenge their creativity and imagination. Video games Toy and game market growth is being fueled by video, console, and computer games, with the industry also benefiting from a growing adult consumer base as this group takes a greater interest in games as a popular leisure pursuit. Video game industry leaders are focusing their marketing efforts on teenagers and adults, with young children no longer being considered the industry’s main target demographic.

This graph depicts the revenue forecasts for the U.S. toys and games market from 2009 to 2014. Estimated revenue for 2010 is 21.98 billion U.S. dollars.

U.S. Toys and Games Market

The toys and games market comprises a wide range of products, including art and craft, building and other learning and hobby sets/toys, dolls, jigsaw, board and card games, action figures, die cast models, soft toys and outdoor games and sports toys/games. Traditional toy sales are suffering due to the growing popularity of the computer games market; however, this is somewhat balanced by a constant demand for infants’ toys. Toys and games are not necessities but rather viewed as a treat of which frequency and cost is dependent on the affluence of the buyer. Grandparents of the baby-boomer generations are generally wealthier than in previous generations, especially in developed nations, and are able to spoil their grandchildren to a greater extent. The popularity of many toys and games is short-lived and/or seasonal, which means the retail market is subject to rapid change.

It is becoming increasingly challenging for independent toy stores to compete with mass merchandisers and department stores, as these types of stores are able to exploit economies of scale to offer low prices. However, the biggest threat and the most significant substitutes to the toys and games market are computer games. Children are playing computer games at a lower age in an increasingly digital world. Consoles, PCs and mobile phones are playing an ever growing part in children's lives by providing games, education and entertainment. Despite not providing a cheaper alternative on the whole, computer games are becoming more popular to the detriment of traditional toys and games where customer loyalty is low with no switching costs.

The toys and games market is generally fragmented, with numerous retailers present, boosting the competition within this market. Some market players are highly dependent on revenues from toys and games sales, with department stores and supermarkets being less dependent than specialized toy stores, due to the variety of goods on offer.

The Anime Action Figures Market is estimated to reach USD 23.4 Bn By 2034, Riding on a Strong 10.4% CAGR throughout the forecast period.

Outdoor and sports toys made up the leading toy category in the United States, generating estimated category sales of *** billion U.S. dollars in 2024. As such, the category accounted for a considerable share of U.S. retail sales of toys that year. Toy industry worldwide The global toy market is a *** billion-dollar-industry. Notable players within the worldwide toy market include Japanese toy manufacturer Bandai Namco, Danish company LEGO, Hasbro, Mattel, and others. For years now, LEGO consistently took the top spot, with more than **** billion U.S. dollars in global revenues generated in its most recent financial year. Leading toy importers When it came to the import of toys, games and sport requisites worldwide, one country stuck out far above the rest: the United States. In 2024, the U.S. imported just over ** billion U.S. dollars' worth of these goods. In comparison, Germany, which ranked second that year, accounted for an import value of just over *** billion U.S. dollars for toys, games, and sport requisites.

The revenue in the 'Toys & Games' segment of the toys & hobby market in the United States was forecast to continuously increase between 2025 and 2029 by in total 6.1 billion U.S. dollars (+14.64 percent). After the tenth consecutive increasing year, the revenue is estimated to reach 47.78 billion U.S. dollars and therefore a new peak in 2029. Notably, the revenue of the 'Toys & Games' segment of the toys & hobby market was continuously increasing over the past years.Find further information concerning the revenue in the 'Toys & Games' segment of the toys & hobby market in Brazil and the revenue in the 'Musical Instruments' segment of the toys & hobby market in France. The Statista Market Insights cover a broad range of additional markets.

United States Toys Market was valued at USD 27.89 Billion in 2024 and is anticipated to grow USD 36.85 Billion by 2030 with a CAGR of 4.75%.

The North America Anime Figures And Action Toys Market would witness market growth of 8.1% CAGR during the forecast period (2025-2032). The US market dominated the North America Anime Figures And Action Toys Market by Country in 2024, and would continue to be a dominant market till 2032; thereby,

Action Figures and Statues Market Outlook

The global action figures and statues market size is anticipated to grow from USD 10.5 billion in 2023 to USD 16.3 billion by 2032, at a compound annual growth rate (CAGR) of 4.9%. This growth is primarily driven by the rising popularity of pop culture and collectibles among both children and adults. The affinity for characters from movies, comics, and video games has fueled an increasing demand for these products, making them a mainstay in the entertainment and retail industries.

One of the key growth factors of the action figures and statues market is the expanding entertainment industry, which continuously releases new movies, TV shows, and video games featuring characters that become instant collectibles. As franchises like Marvel, Star Wars, and various anime series continue to captivate audiences worldwide, the demand for action figures and statues associated with these franchises rises correspondingly. Moreover, the increasing disposable income among consumers, especially in developing regions, allows for higher spending on non-essential goods such as collectibles.

Another significant driver of market growth is the advent of advanced manufacturing technologies. 3D printing and intricate mold-making techniques have enabled the production of highly detailed and customizable action figures and statues. This has not only improved the quality of these products but also allowed manufacturers to cater to the specific preferences of collectors and hobbyists. Customization and limited edition runs have become particularly popular, adding a layer of exclusivity that appeals to the collector market.

The expanding e-commerce platform also plays a pivotal role in the growth of the action figures and statues market. Online stores offer an extensive range of products, including rare and exclusive items that may not be available in physical stores. The convenience of online shopping, coupled with the extensive marketing and reach of social media, has made it easier for collectors and consumers to find and purchase their desired items. Additionally, the emergence of online communities and forums has helped sustain interest and foster a marketplace for trading and reselling action figures and statues.

Regionally, North America and Asia Pacific are the leading markets for action figures and statues. North America, with its strong entertainment industry and high consumer spending, accounts for a significant portion of the market. Meanwhile, Asia Pacific is witnessing rapid growth due to the burgeoning popularity of anime and K-pop culture. The increasing penetration of international franchises and the growing number of collectors in this region further drive market expansion.

Product Type Analysis

The market for action figures and statues is categorized into two primary product types: action figures and statues. Action figures have traditionally been the more popular segment, driven by their versatility and playability. These figures, often articulated, allow for various poses and interactions, making them highly appealing to both children and adult collectors. The ongoing release of action figures tied to blockbuster movies, television series, and video games ensures a steady demand within this segment.

Statues, on the other hand, cater more to a niche market of collectors who value intricate detailing and craftsmanship. Unlike action figures, statues are typically non-articulated and serve as decorative pieces. They are often produced in limited runs, adding to their appeal as collectible items. Collectors are willing to pay a premium for statues, especially those that are part of exclusive collections or are created by renowned artists and manufacturers.

Innovation within the product types has also been significant. Companies are increasingly experimenting with hybrid models that combine the poseability of action figures with the detailed craftsmanship of statues. This blend aims to appeal to a broader audience, including those who seek functionality and aesthetic value in their collectibles. Such innovations are expected to drive further growth in both segments.

The competitive landscape within the product types is also noteworthy. Leading brands like Hasbro, Mattel, and Funko dominate the action figure segment due to their extensive range and licensing agreements with major franchises. In the statues segment, companies like Sideshow Collectibles and Hot Toys have carved a niche for themselves through high-quality, intricately designed products. The

United States Toys Market size was valued at 36.24 USD Billion in 2024 and is projected to reach 54.6 USD Billion by 2030, growing at a CAGR of 5.80% during the forecast period 2024-2031.

United States Toys Market Drivers

The market drivers for the United States Toys Market can be influenced by various factors. These may include:

Smart Toys: The incorporation of technology, such as artificial intelligence (AI), virtual reality (VR), and augmented reality (AR), into toys has greatly enhanced their allure. Toys with these technologies that are interactive and educative are especially well-liked.

STEM toys: Parents' desire to provide their children educational benefits through play has led to a strong demand for toys that support science, technology, engineering, and mathematics (STEM) education.

Popular Franchises: Toys that are based on well-known films, TV series, video games, and characters (like Disney, Marvel, and Star Wars) sell a lot. Major entertainment firms' licencing arrangements guarantee a continuous supply of innovative, appealing items.

Brand Loyalty: Well-known and reputable toy companies, such as Hasbro, Mattel, and LEGO, have devoted fan bases that support steady demand.

Trends in Consumer Behaviour: Collectible toys are becoming more and more popular, and they frequently appeal to collectors of all ages. Limited-edition toys and Funko Pop figures are examples of items that evoke a sense of urgency and exclusivity.

Sustainability: Demand for eco-friendly and sustainable toys is being driven by rising consumer awareness of environmental issues. In response, businesses are producing toys from renewable or recycled materials.

Financial Elements: Families with larger disposable incomes are able to spend more on toys and other luxuries. Toy sales are positively impacted by economic prosperity and stability.

Seasonal Sales: Around holidays like Christmas and other occasions when gifts are exchanged, seasonal sales have a significant impact on the toy industry.

Innovations in Retail: More toys are now accessible due to the emergence of online shopping platforms. Customers may quickly identify special products, compare prices, and read reviews thanks to e-commerce.

Omni-channel retailing: To improve customer convenience, retailers are progressively implementing omni-channel strategies that combine online and physical shopping experiences.

Population Growth: The demand for toys is directly increased when the number of children in the target age range rises.

Parental Involvement: Today's parents take a greater interest in the growth and education of their kids, frequently looking for toys with developmental and educational value.

Influencers and Reviews: Consumer preferences and toy sales are greatly influenced by social media influencers, YouTube unboxing videos, and reviews.

User-generated Content: Users can share their experiences with toys on websites like Instagram and TikTok, which naturally leads to marketing opportunities.

The USA Toys Market size is USD 24.3 billion in 2023, driven by market trends, growth outlook, and strategic insights. Explore market segmentation, CAGR forecast, and key player analysis.

The global figure collectibles market, encompassing a diverse range of products from miniature figurines to highly detailed action figures, is experiencing robust growth. Driven by factors such as the increasing popularity of pop culture franchises, nostalgia, and the collectibility aspect itself, the market is projected to maintain a steady Compound Annual Growth Rate (CAGR) – let's conservatively estimate this at 7% – throughout the forecast period of 2025-2033. This growth is fueled by both established players like The Lego Group, Mattel, and Hasbro, constantly innovating with new lines and licenses, and the rise of independent artists and smaller companies offering unique and highly sought-after pieces. The online segment is a key driver, facilitating global reach and fostering online communities built around collecting and trading. Price segments exhibit diverse growth patterns, with higher-priced collectibles ($50-$100 and above $100) likely experiencing faster growth due to their higher perceived value and potential for appreciation. However, the lower price points ($0-$25 and $25-$50) continue to maintain significant market share due to their broad appeal and accessibility. Geographic distribution shows a strong North American market currently, but significant growth potential exists in Asia-Pacific regions, particularly China and India, driven by expanding middle classes and increased disposable income. Constraints on market growth could include fluctuating raw material costs and supply chain disruptions, as well as increased competition. While North America and Europe currently dominate the market, substantial untapped potential exists within the Asia-Pacific region. The burgeoning middle class in countries like China and India is driving increased consumer spending on discretionary items, making figure collectibles an increasingly attractive market segment. However, regulatory changes and economic volatility in certain regions could pose challenges. The market segmentation by price point allows for targeted marketing and product development. The lower price points cater to a broader audience, while the higher price points attract serious collectors and enthusiasts. This nuanced approach contributes significantly to the overall market's dynamic growth and enduring popularity. Analyzing the market trend and successfully identifying niche markets would lead to better market share and improved business profitability. The strategic collaborations and acquisitions among major players further solidify the market's position as a vibrant and evolving sector.

The action figure collectible market, valued at $12.95 billion in 2025, is experiencing robust growth. While the provided CAGR is missing, a reasonable estimation, considering the popularity of collectibles and the expansion of related media franchises (movies, games, etc.), would place the annual growth rate between 7% and 10% for the forecast period (2025-2033). This translates to a significant market expansion over the next decade. Key drivers include the increasing popularity of pop culture franchises, nostalgia among adult collectors, and the rise of online marketplaces facilitating easy buying and selling. Trends point towards a growing demand for higher-quality, limited-edition figures, and a rise in the popularity of niche collectibles catering to specific fan bases. The market is segmented by material (plastic, silicon, other) highlighting the diverse manufacturing processes and price points within the industry. Major players like Hasbro, Mattel, Funko, and others, are continually innovating with new designs and collaborations to maintain their market share. While potential restraints such as fluctuating material costs and economic downturns exist, the overall market outlook remains positive due to the enduring appeal and strong collector community driving consistent demand. The geographical distribution reveals a significant concentration of the market in North America and Europe, driven by strong consumer spending and established collector communities. However, the Asia-Pacific region, particularly China and Japan, presents a substantial growth opportunity due to rising disposable incomes and a growing interest in western pop culture. The diverse range of companies involved, from established toy giants to niche collectible manufacturers, contributes to a vibrant and dynamic market landscape. Strategic partnerships, licensing agreements, and the expansion into digital collectibles further support the expansion and diversification within the sector. The increasing influence of social media and online communities also enhances brand awareness and stimulates demand. This creates a robust ecosystem conducive to sustained and lucrative market expansion throughout the forecast period.

The global plastic action figure market is experiencing robust growth, driven by increasing popularity of collectibles, the expansion of e-commerce platforms, and the release of new movie and video game franchises. The market size in 2025 is estimated at $5 billion, exhibiting a Compound Annual Growth Rate (CAGR) of 7% from 2025 to 2033. This growth is fueled by several key factors. Firstly, the enduring appeal of action figures across multiple demographics, from children to adult collectors, ensures consistent demand. Secondly, the rise of online marketplaces such as Amazon and eBay, coupled with dedicated online retailers, provides unprecedented access to a vast array of products and brands, facilitating market expansion. Thirdly, the continuous release of new movies, television shows, and video games based on popular intellectual properties provides a steady stream of new action figures, boosting demand and driving innovation in design and materials. The market is segmented by price point (>$50, $50-$100) and sales channel (online, offline). The higher-priced segment is particularly lucrative, driven by a significant collector base interested in high-quality, detailed figures. Geographic regions such as North America and Asia-Pacific, with their large consumer bases and established collector communities, are expected to dominate market share. The market, however, faces some challenges. Fluctuations in raw material prices (plastic resin) can impact profitability. Increased competition from other collectibles and entertainment options could potentially hinder growth. Additionally, growing environmental concerns regarding plastic waste might necessitate a shift towards sustainable manufacturing practices, impacting production costs and market dynamics. Despite these challenges, the overall market outlook remains positive, indicating continued growth driven by the unwavering appeal of action figures and the ongoing innovation within the industry. The major players, including NECA, Hasbro, Bandai, and others, are well-positioned to capitalize on these trends.

The global character toys market is a dynamic and rapidly evolving sector, projected to experience significant growth over the next decade. While precise market size figures for 2025 aren't provided, leveraging industry reports and considering the presence of major players like Lego, Mattel, and Hasbro, a reasonable estimate for the 2025 market size would be around $25 billion USD. This substantial market is fueled by several key drivers: the enduring popularity of licensed characters from movies, television shows, and video games; the increasing demand for collectible toys among adults; and the growing adoption of e-commerce platforms for toy sales. The market is segmented by application (online and offline sales) and toy type (character building and non-building toys), with both experiencing robust growth, though online sales are expected to maintain a faster CAGR due to evolving consumer preferences and increased digital marketing. Trends indicate a rise in demand for high-quality, durable, and educational character toys, reflecting changing parental priorities. However, market growth faces certain restraints, including increasing raw material costs, fluctuations in global economic conditions, and the potential for shifting consumer interests towards digital entertainment. The regional landscape shows strong performance from North America and Asia Pacific, driven by high consumer spending and established manufacturing hubs, respectively. Competition remains fierce amongst established players and newer entrants, prompting innovation in product design, marketing strategies, and supply chain efficiency. The forecast period (2025-2033) anticipates sustained market expansion, with a projected CAGR in the range of 5-7%, driven by continued innovation and expanding consumer bases. The segmentation of the character toys market reveals important insights into consumer preferences. The character building toy segment, dominated by brands like Lego and Bloks, benefits from the creative and educational aspects of play. Conversely, the character non-building toy segment encompasses a broader range of collectibles, action figures, and plush toys catering to diverse age groups and interests. Geographic variations exist, with North America showing a relatively strong preference for licensed character toys, while the Asia Pacific region exhibits higher demand for unique character designs and localized brands. The successful players in this market have a keen understanding of intellectual property licensing, supply chain management, and effective marketing strategies tailored to different target demographics. Future growth will likely depend on incorporating sustainability into manufacturing processes, leveraging augmented and virtual reality technologies, and creating more inclusive and diverse character offerings to reflect the evolving global landscape. A successful strategy will require a dynamic approach, adapting to consumer trends, and anticipating future shifts in preferences and technological advancements.