GVR Report cover Action Figures Market Size, Share & Trends Report

Action Figures Market Size, Share & Trends Analysis Report By Type (Superheroes, Anime Characters, Movie Characters), By End-user (Up To 8 Years, 9 - 15 Years, 15 Years & Above), By Distribution Channel, By Region, And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-022-9
  • Number of Report Pages: 86
  • Format: PDF, Horizon Databook
  • Historical Range: 2017 - 2021
  • Forecast Period: 2023 - 2030 
  • Industry: Consumer Goods

Report Overview

The global action figures market size was valued at USD 8.27 billion in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 8.6% from 2023 to 2030. The growth of the middle class and the increasing target population across the globe are the factors expected to drive market growth. Moreover, the rising popularity of numerous cartoon programs and action films also significantly increases the market for action figure products. Furthermore, the rising awareness of action figure toys through tablets, smartphones, and social media platforms is further accelerating the growth of the market. The global economy was severely impacted by the coronavirus outbreak that spread across the world. Lockdowns were ordered in many nations around the world in an effort to stop the spread of the coronavirus. The supply chains, avenues of distribution, trade, and growth of the action figure business were all severely harmed by this. On the other hand, the pandemic increased toy sales on various e-commerce sites and this avenue is also expected to increase demand for these goods during the forecast period.

U.S. action figures market size, by type, 2020 - 2030 (USD Billion)

Moreover, the increasing number of children under 15 years across the globe is expected to accelerate the demand for toys and is further propelling the market growth. For instance, according to the United Nations - Population Division (2022), the total number of children under 15 years of age has increased rapidly, from 0.87 billion in 1950 to around 2 billion in 2021. This is further anticipated to boost the demand for action toys.

Moreover, a growing market for customized action figure toys worldwide compels manufacturers to concentrate more on product innovation. Therefore, it is anticipated that further product advancements, such as toys with cutting-edge technologies like GPS trackers and sensors, would help to drive up product demand. This is expected to accelerate market growth.

Companies are actively changing their product offerings by opening online stores and selling goods through e-commerce sites like Amazon, Walmart Online, and eBay, among other regional sites, as online platforms have become a viable and affordable substitute for traditional marketing and sales methods. Due to lockdowns, children were forced to stay at home and searched online for toys and games. This may accelerate the market growth during the forecast period.  

The increasing number of families with double income, the rising number of working women across the globe, an increase in disposable income, the benefits of toys as well as games on children’s cognitive development, and the risk of obesity are some of the factors anticipated to foster market growth during the forecast period. However, the increasing adoption of video games among children is a major factor that is hindering the market growth.

Type Insights

In terms of revenue, superheroes dominated the market with a share of above 45.0% in 2022. The increasing influence of Marvel series superheroes on children is expected to propel the demand for superhero action figure toys across the globe during the forecast period. Moreover, superhero figures are manufactured using premium-grade material and are highly known for their superior finish and attractive appearance; this is anticipated to boost the market growth during the forecast period.

The anime characters segment is expected to register a CAGR of 9.4% from 2023 to 2030. The increasing popularity of comic books in developed and developing nations is propelling demand for anime characters. For instance, according to a report published by Comics beat, in 2021, the popularity of comic books increased multifold, with sales up by almost 70.0% as compared to the combined sales of 2018 and 2019. This is further anticipated to accelerate the market growth during the forecast period.

End-user Insights

In terms of revenue, the 9-15 years segment dominated the market with a share of more than 55.0% in 2022. The growing demand for superhero figures among the 9 to 15 years age group children is accelerating the market growth. Children in this age group tend to spend more on toys and have a great fondness for cartoons, superheroes, and collectibles that remind them of their childhood. They buy merchandise such as action toys, Lego sets, and dolls, which accelerates the market growth.

Global action figures market share, by end-user, 2022 (%)

Up to 8 years end-user segment is estimated to expand with the fastest CAGR of 9.4% during the forecast period. Kids in the age group of up to 8 years are demanding action figures more frequently due to the increasing popularity of superheroes. Moreover, the demand for educational toys in the up to 8 years segment is increasing due to the growing desire to increase children's intelligence quotient (IQ) from a young age. This may accelerate the market growth during the forecast period.

Distribution Channel Insights

The offline segment contributed to the largest market share of more than 70.0% of the action figures market revenue in 2022 and is expected to expand with a CAGR of 8.3% from 2023 to 2030. Better consumer product visibility, easy access, and immediate availability owing to the organized offline retail sector's structure are the factors predicted to boost market expansion. Additionally, the rapidly growing structured offline distribution channel in emerging countries, such as China, India, and Japan, is further anticipated to accelerate the market growth during the forecast period.

The online segment is expected to expand with the fastest CAGR of 9.4% from 2023 to 2030. This segment can be attributed to the growing popularity and usage of e-commerce platforms across the globe. Moreover, manufacturers have recognized the potential of the online channel and are operating shopping websites, in order to better meet customer expectations and boost profit margins. This is accelerating the market growth during the forecast period.

Regional Insights

North America dominated the action figures market with a share of around 40.0% in 2022 owing to the rising popularity of superheroes and anime characters among the children of this region. Moreover, rising demand for custom-made action toys is projected to drive the regional market further. The increasing sales of toys through e-commerce platforms in North American countries are expected to further boost market growth.  

Action Figures Market Trends by Region

Asia Pacific is expected to witness the fastest CAGR of 9.7% from 2023 to 2030. This growth can be attributed to the increasing demand for action toys in countries, such as China, Japan, and India. Moreover, the improved standards of living and rising disposable income levels in these countries are expected to boost product demand during the forecast period.

Key Companies & Market Share Insights

The market is characterized by the presence of a few established players and new entrants. Many big players are increasing their focus on the growing trend of action toys. Players in the market are diversifying their service offerings in order to maintain market share. For instance, in August 2022, The LEGO Group announced that the company has officially opened a 33,850 m² expansion at its factory in Monterrey, which is part of a USD 500 million investment in the site to increase the production capacity to meet growing, long-term demand in America and even globally. Some of the prominent key players in the global action figures market include:

  • Hasbro

  • The LEGO Group

  • Playmates Toys Ltd.

  • JAKKS Pacific, Inc.

  • Mattel

  • Bandai Namco Holdings Inc.

  • Diamond Select Toys

  • Good Smile Company, Inc.

  • Spin Master

  • McFarlane Toys

Action Figures Market Report Scope

Report Attribute


Market size value in 2023

USD 8.92 billion

Revenue forecast in 2030

USD 16.02 billion

Growth rate

CAGR of 8.6% from 2023 to 2030

Base year for estimation


Historical data

2017 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD billion, CAGR from 2023 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Type, end-user, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; Canada; U.K.; Germany; France; China; Japan; India; Brazil; South Africa

Key companies profiled

Hasbro; The LEGO Group; Playmates Toys Ltd.; JAKKS Pacific, Inc.; Mattel; Bandai Namco Holdings Inc.; Diamond Select Toys; Good Smile Company, Inc.; Spin Master; McFarlane Toys

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Global Action Figures Market Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global action figures market report based on the type, end-user, distribution channel, and region:

Global Action Figures Market Segmentation

  • Type Outlook (Revenue, USD Million, 2017 - 2030)

    • Superheroes

    • Anime Characters

    • Movie Characters

    • Others

  • End-user Outlook (Revenue, USD Million, 2017 - 2030)

    • Up to 8 Years

    • 9 - 15 Years

    • 15 Years & Above

  • Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)

    • Offline

    • Online

  • Regional Outlook (Revenue, USD Million, 2017 - 2030)

    • North America

      • U.S.

      • Canada

    • Europe

      • U.K.

      • Germany

      • France

    • Asia Pacific

      • China

      • Japan

      • India

    • Central & South America

      • Brazil

    • Middle East & Africa (MEA)

      • South Africa

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