The global action figures market size was USD 9.8 Bn in 2022 and is likely to reach USD 15.2 Bn by 2031, expanding at a CAGR of 5.4% during 2023–2031. The market is driven by increasing product placement and penetration of superhero franchises and anime into mainstream entertainment.
An action figure is a special type of toy or figurine that is made to resemble a character from a popular TV show, movie, anime, comic, anime, video game, or some other form of media. It has highly detailed features of that character and is manufactured for being played by kids or to be used as collectibles by adults.
The basic material used in the creation of action figures is plastic. However, several other materials such as fabric and metal are also incorporated into the making of clothes, accessories, weapons, and body joints. The accessories provided with the action figures are specific to that character, as shown in the movie or show. It can include tools, weapons, clothing, vehicles, and interchangeable body parts, among others.
The action figures, along with their detailed features, are known for their wide range of body movements imitating a real human body. They have now become a significant part of pop culture and are in high demand as memorabilia and collectibles. The action figures allow the fans to connect to their favorite characters and immerse themselves in the world of their beloved shows and movies.
The COVID-19 pandemic impeded the action figures market due to the restricted supply chain and logistical activities as a result of the lockdown. The market, however, has begun gaining momentum through online shopping and distribution platforms and is expected to witness considerable growth during the forecast period.
Action Figures Market Dynamics
Major Drivers
Rising popularity of anime and superhero franchises is expected to drive the market as the sale of action figures thrives on the popularity of comic books & manga, TV shows, anime, movies, and video games. The monumental success achieved by franchises such as Marvel, DC, Transformers, and Star Wars, among others, has created a demand for their respective action figures among consumers.
Collaborations and product placements formed by the major market players are anticipated to boost the market. Marketing strategies such as collaborations, product placements, cross-promotions, and licensing agreements increase the hype of their products and boost their sales. The collaboration between toy & action figure companies and entertainment studios leads to the release of movies and TV shows of great entertainment value. This boosts the sales of their merchandise and action figures.
- On 24 September 2022, the popular manufacturer of toys & action figures, Boss Fight Studio, entered into a partnership with The Jim Henson Company for making action figures from the Fraggle Rock franchise. This new agreement is the latest among a long lineup of collectibles manufactured by Boss Fight Studio.
Existing Restraints
High cost of the action figures is expected to impede market growth as the expensiveness of premium action figures limits the accessibility of these products for consumers. The costly licensing agreements and product placements lead to an increase in the price of the product. Furthermore, this gives an opportunity for the sale of inferior quality counterfeit products into the market. This affects the sales even further, leading to restrained market growth.
Emerging Opportunities
Innovation in design and technology used for the manufacture of action figures has the potential to substantially impel market growth. The advancements in manufacturing technology and model-designing techniques of action figures help in the creation of highly intricate and detailed action figures. Features such as realistic sculpting and interchangeable parts & weapon designs can enhance the display value and overall user experience, thereby increasing the sales potential.
Scope of the Action Figures Market Report
The market report includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.
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Attributes
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Details
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Report Title
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Action Figures Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast
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Base Year
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2022
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Historic Data
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2016–2021
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Forecast Period
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2023–2031
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Segmentation
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Material (Plastic and Silica Rubber), Action Figures Type (Anime Characters, Superhero, and Movie Characters), Gender (Male, Female, and Neutral), Age Group (0 - 8 Years, 9 - 14 Years, and 15 Years & Above), and Distribution Channel (Online and Offline)
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Regional Scope
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Asia Pacific, North America, Latin America, Europe, and Middle East & Africa
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Report Coverage
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Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, Market Trends, and Revenue Forecast
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Key Players Covered in the Report
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Bandai Namco Holdings Inc.; Spin Master; Playmates Toys Ltd.; The LEGO Group; McFarlane Toys; Mattel; JAKKS Pacific, Inc.; Hasbro; Good Smile Company, Inc.; and Diamond Select Toys
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Action Figures Market Segment Insights
Material Segment Analysis
Based on material, the action figures market is divided into plastic and silica rubber. The plastic segment is expected to expand at the highest growth rate during the projection period due to its extensive use in the manufacture of various kinds of toys and figurines including cars, planes, and dolls.
Sustainable plastic action figure toys are usually made of a special type of plastic called ABS plastic (Acrylonitrile Butadiene Styrene). It is thermoplastic in nature and is highly durable & impact resistant. The demand for these plastic-made toys is expected to increase owing to their strength and reliability, thus, further driving the segment growth in the coming years.
Action Figures Type Segment Analysis
On the basis of the action figures type, the global market is segregated into anime characters, superhero, and movie characters. The superhero segment is projected to register a high CAGR during the forecast period owing to the increasing influence of pop culture and superheroes from several franchises. The action figures inspired by popular superhero characters from the Marvel and DC franchises such as Ironman, Batman, Superman, and Spiderman are in high demand.
These action figures are manufactured using high-quality materials and premium-grade finish to enhance their appearance and increase their appeal. The growing demand for special action figure products and accessories such as customized action figure toys, personalized action figure toys, and superhero action figure toys is expected to drive the segment during the forecast period.
The anime characters segment is expected to experience significant market growth due to the global rise in the popularity of anime and manga. Popular anime characters such as Naruto from Naruto Shippuden, Goku (native name - Kakarot) from the Dragon Ball series, Luffy from One Piece, and Allmight & Izuku Midoria from My Hero Academia are gaining huge fanbase globally and are driving the anime action figures sales.
Gender Segment Analysis
Based on gender, the action figures market is divided into male, female, and neutral. The male segment is expected to expand at a substantial growth rate during the forecast period owing to the availability of a wide range of toys and action figures in the market that are inspired by fictional superheroes, fighters, aliens, and soldiers. The currently rising popularity of fictional characters from movies, TV shows, and anime among males in the young and adult age group is anticipated to boost the segment.
Age Group Segment Analysis
On the basis of age group, the action figures market is segmented into 0 - 8 years, 9 - 14 years, and 15 years & above. The 9-14 years segment is anticipated to register a robust growth rate during the forecast period owing to the rising demand for action figures inspired by superheroes and movie characters among this age group of children. Children aged 9 - 14 years show a great affinity towards cartoons and superheroes. They tend to buy action figures, dolls, and toys in the largest numbers, thus, fueling the segment growth.
- As per the data provided by The Toy Association, the global market size has increased constantly over the year due to the increasing demand for toys and action figures. In 2020, the total market size was $96 billion. By 2021, this value rose to $104.2 billion, increasing at the rate of 8.5%.
The 0 - 8 Years segment is projected to grow at a considerable rate during the forecast period due to the rising demand for colorful and educational toys for the kids of this age group. Furthermore, the demand for toys that enhance the intelligence quotient (IQ) and action figures that are inspired by children’s favorite fictional characters has the potential to contribute to segment growth.
Distribution Channel Segment Analysis
Based on the distribution channel, the action figures market is divided into online and offline. The offline segment is expected to generate a major revenue share of the market owing to several critical factors such as the availability of organized offline retail stores (supermarkets & hypermarkets, specialty stores, and departmental stores), better product placement, ease of access, and immediate possession.
The rapidly growing distribution network in developing economies such as India and China is projected to increase the flow of distribution of merchandise products. Specialty stores hold special significance among consumers in buying action figures and other toys, owing to the availability of diverse selections and immediate possession.
The online segment is expected to expand at a significant growth rate during the forecast period. This growth is attributed to the rising usage of e-commerce platforms such as Amazon and eBay across the globe.
The toy manufacturers are recognizing the business potential of online sales and distribution and are operating in this sector to boost their profit margin. Factors such as evolving consumer behavior and changing lifestyles are contributing to the online segment’s growth.
Regional Analysis
In terms of region, the global action figures market is classified as Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. North America is expected to dominate the global market during the projection period due to the massive rise in popularity of mainstream anime characters and superheroes.
The movies and shows about these characters have performed exceptionally well at the worldwide box office. As a result, the action figures and other merchandise of these characters have witnessed a huge rise in demand. The popularity of these characters along with an excellent distribution channel system is expected to boost the market growth in the region.
Asia Pacific is expected to witness considerable growth during the forecast period owing to the increasing demand for action figures in this region. Furthermore, China is the largest exporter of toys globally. Factors such as increasing population and rise in per capita income in countries such as India and China are expected to boost product demand in the coming years.
Segments
The action figures market has been segmented on the basis of
Material
Action Figures Type
- Anime Characters
- Superhero
- Movie Characters
Gender
Age Group
- 0 - 8 Years
- 9 - 14 Years
- 15 Years & Above
Distribution Channel
Region
- Asia Pacific
- North America
- Latin America
- Europe
- Middle East & Africa
Key Players
Competitive Landscape
Key players competing in the global action figures market are Bandai Namco Holdings Inc.; Spin Master; Playmates Toys Ltd.; The LEGO Group; McFarlane Toys; Mattel; JAKKS Pacific, Inc.; Hasbro; Good Smile Company, Inc.; and Diamond Select Toys.
The toy and action figure manufacturers are adopting several development strategies including collaboration, mergers, product launches, acquisitions, partnerships, and production expansion to increase their consumer base worldwide. The rising collaboration with other market players to develop innovative products based on popular fictional characters is of vital importance in order to increase relevance. For instance,
- On 24 April 2023, Hasbro, Inc. and Mattel, Inc. entered a multi-year licensing agreement for the manufacture of co-branded games and toys for their most popular brands. Hasbro has decided to launch Barbie-branded Monopoly games in the fall of 2023. Mattel will be producing Transformers-branded UNO games and Hot Wheels vehicles, set to be released in early 2024.
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