According to a recent research report by Future Market Insights (FMI), the global action figures market is projected to experience monumental growth, achieving a compound annual growth rate (CAGR) of 8.8% from 2023 to 2033. The market size is expected to increase from USD 9 billion in 2023 to USD 20.91 billion by 2033. This growth is attributed to several key factors, including the surging popularity of animated series, Japanese anime, and blockbuster movies.
The pandemic catalyzed a significant uptick in viewership across social media and Over-the-Top (OTT) platforms, with audiences flocking to movies and TV shows. As a result, the demand for action figures, especially those tied to popular franchises, has skyrocketed. Major players in the toy industry are responding by launching innovative products that capitalize on the popularity of these shows and films.
Key Market Drivers for the Global Action Figures Market
- Rising Popularity of Animated Series and Movies: The increasing viewership of animated content and blockbuster films has significantly boosted demand for action figures tied to popular franchises.
- Surge in Japanese Anime: The growing popularity of Japanese anime, such as Naruto, has led to heightened consumer interest in related merchandise, particularly among diverse age groups.
- Technological Advancements in Toys: Innovations in smart toys, including features like sensors and GPS, are enhancing product appeal and driving demand for modern action figures.
- Expansion of E-Commerce and Distribution Channels: The rise of online shopping and the development of structured offline retail outlets are providing consumers with easier access to a wider variety of action figures.
- Increasing Demand for Customized Products: Consumers are showing a strong preference for personalized action figures, creating lucrative opportunities for manufacturers to cater to this demand.
- Growing Population of Children: The expanding global population of children, particularly those aged 5-10, is driving sustained interest in action figures as a popular form of play.
- Strong Influence of Superhero Franchises: Superhero action figures continue to dominate the market, bolstered by the enduring popularity of Marvel and DC series, appealing to both children and adult collectors.
Competitive Landscape
The market features a mix of established key players and emerging entrants, all focused on capitalizing on the growing popularity of action figures. These companies are introducing a wide variety of toys to enhance their market share and strengthen their global presence. To meet the escalating demand, major market players are also expanding their production capacities.
- Mattel launched its new crowdfunded WCW Monday Nitro stage and action figures bundle in March 2023.
- Overwatch 2 toys from Funko launched three new action figures and a Funko Pop in February 2023. Reaper, Genji, and Tracer are 3.75 inches-tall action figures. They come with weapons attachments, hand attachments, and alternate head attachments.
- The Lego Group inaugurated its factory expansion in Monterrey in August 2022. The US$ 580 million investment felicitated a 33,850 square-meter expansion in the factory. With its increased production capability, the company now caters to global demand.
- Hasbro launched its new Selfie Series in July 2022. In partnership with Formlabs, the company’s new launch allows customers to create their own action figures. These action figures are 6 inches tall. The figurines can also be customized using their Hasbro Pulse app.
Key Players in the Action Figures Market Report
- The LEGO Group
- Playmates Toys Ltd.
- Hasbro
- JAKKS Pacific Inc.
- Mattel
- Bandai Namco Holdings Inc.
- Spin Master
- Good Smile Company Inc.
- McFarlane Toys
- Diamond Select Toys
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Action Figures Market Segmentation
By Material type:
- Plastic
- Silica Rubber
- Others
By Type:
- Superheroes
- Anime Characters
- Movie Characters
By End-user:
- Up To 8 Years
- 9 - 15 Years
- 15 Years & Above
By Distribution Channel:
- Online
- Offline
By Region:
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East & Africa
