Anime Merchandising Market Size, Share & Trends Analysis Report By Product (Figurine, Clothing, Books, Board Games & Toys, Posters), By Distribution Channel (Online, Offline), By Region, And Segment Forecasts, 2025 - 2030

Anime Merchandising Market Size & Trends

The global anime merchandising market size was estimated at USD 10.85 billion in 2024 and is expected to grow at a CAGR of 9.4% from 2025 to 2030. This expansion is largely fueled by the increasing global popularity of anime, the rise of digital streaming platforms, which have made anime more accessible to diverse audiences, and the subsequent demand for merchandise that allows fans to engage with their favorite series and characters. This surge in viewership has led to a booming market for products ranging from action figures and apparel to home decor and collectibles, which is expected to present lucrative opportunities for the anime merchandising industry in the coming years.

Another notable trend in the anime merchandising industry is the integration of anime into mainstream culture. Collaborations between anime franchises and global brands in fashion, technology, and gaming are becoming increasingly common. These partnerships enhance visibility and create limited-edition merchandise that appeals to both dedicated fans and casual consumers. High-end fashion labels are launching collections featuring iconic anime characters, thereby attracting a broader audience and blurring the lines between pop culture and mainstream fashion and thereby driving

In addition, the increasing popularity of anime series such as Jujutsu Kaisen, Demon Slayer, and One Piece have become mainstream entertainment. Key trends include a rising demand for collectibles like figurines and apparel, bolstered by the accessibility of online shopping and the influence of streaming platforms such as Netflix and Crunchyroll. Additionally, the anime merchandising industry is diversifying beyond traditional merchandise, incorporating limited edition items and collaborations with fashion brands, which further enhances its appeal to a broader audience.

Furthermore, social media and influencer marketing have become powerful tools for promoting anime merchandise, facilitating the sale of limited edition and exclusive items that create urgency and drive consumer demand. Additionally, there is a notable diversification of merchandise beyond traditional figures and plushies to include lifestyle and fashion items, with collaborations between anime franchises and fashion brands attracting a wider audience.

Moreover, the rapid advancements in sensor technologies and connectivity have played a pivotal role in the anime merchandising industry expansion. With the development of low-cost, high-performance sensors and improved connectivity networks (such as 5G and low-power wide-area networks), farmers can collect real-time data from their fields and livestock. This data can then be used to monitor soil health, weather conditions, irrigation levels, and crop growth, helping farmers make informed decisions. The continuous improvement of these technologies enhances efficiency, reduces operational costs, and improves farm management. This trend is expected to drive the anime merchandising industry expansion in coming years.

Product Insights

The figurine segment recorded the largest revenue share of over 37% in 2024. This growth is driven by the rising popularity of anime series and the growing collector culture among fans. As anime gains mainstream recognition, successful series often lead to a diverse range of collectible figures that cater to various age groups and interests. High-quality craftsmanship and intricate designs appeal to collectors who value detailed models of their favorite characters. Additionally, limited edition releases and collaborations with renowned artists or studios create a sense of exclusivity, further boosting demand. The rise of online platforms and social media has facilitated global access to these products, allowing fans worldwide to purchase figurines easily, thus enhancing the segment's growth.

The books segment is projected to register the highest CAGR of over 11% from 2025 to 2030. The segmental growth propelled by the rise of social media has enhanced fan engagement, allowing for community interactions and discussions that further promote merchandise. Additionally, collaborations between anime franchises and global brands have led to unique, limited-edition products that attract diverse consumer bases. The culture of collecting anime merchandise, supported by conventions and events, ensures a steady demand for items ranging from figurines to apparel.

Distribution Channel Insights

The online segment recorded the largest revenue share in 2024. This growth is primarily driven by the convenience and accessibility offered by digital platforms. As streaming services gain popularity, they create a dedicated fanbase eager to purchase merchandise related to their favorite series. E-commerce platforms enable fans to easily access a wide range of products, from figurines to apparel, often featuring exclusive items not available in physical stores. Additionally, social media campaigns allow for direct engagement with consumers, generating excitement around new product launches and fostering a robust online community that encourages merchandise purchases. The ability to leverage data analytics further helps companies understand customer preferences, tailoring offerings to meet the demands of an expanding audience.

The offline segment is projected to register the highest CAGR from 2025 to 2030. Anime conventions, pop-up shops, and dedicated retail stores provide fans with opportunities to interact with their favorite franchises in person, fostering a sense of belonging within the community. These events often feature exclusive merchandise and limited-edition items that create urgency among consumers to make purchases. Furthermore, the tactile experience of shopping in-store allows fans to appreciate the quality and craftsmanship of products firsthand, enhancing their connection to the merchandise. The established brand loyalty among long-time fans also drives sales in offline channels, as consumers prefer purchasing from trusted retailers that offer authentic products related to their beloved series.

Regional Insights

North America's anime merchandising market is expected to grow at a CAGR of over 17% from 2025 to 2030. This expansion is largely driven by the localization of anime content and the proliferation of streaming platforms, which have made anime more accessible to a wider audience. The U.S. has a strong consumer culture and a vibrant pop culture industry that has helped mainstream anime and its associated merchandise. Additionally, the presence of numerous anime conventions and dedicated retail stores across the region supports the growth of the market by providing fans with opportunities to purchase licensed merchandise and engage with their favorite franchises.

U.S. Anime Merchandising Market Trends

The U.S. anime merchandising market held a dominant position in 2024; in the U.S., the anime merchandising segment is characterized by a diverse range of products, including apparel, toys, figurines, and electronic accessories. The rise of e-commerce has significantly impacted how consumers purchase anime merchandise, with online platforms becoming increasingly popular for both official and fan-made products.

Europe Anime Merchandising Market Trends

European anime merchandising market is expected to grow at a CAGR of over 11% from 2025 to 2030. This growth is driven by several factors, including the expanding fanbase and communities, the rise of digital streaming platforms, and improved localization efforts that make anime more accessible to diverse audiences. The increasing influence of anime on European media and its cross-cultural appeal further contribute to the market's expansion. Additionally, the popularity of anime conventions and fan gatherings fosters community engagement and drives merchandise sales, while collaborations between anime franchises and mainstream brands create excitement and broaden the audience base.

The UK anime merchandising market is expected to grow at a significant rate in the coming years. In the UK, the rise of anime culture has been marked by a growing interest from younger generations who view anime as a form of entertainment and escapism. The expansion of digital platforms such as Crunchyroll and Netflix have made it easier for fans to access a wide range of anime titles, leading to increased merchandise sales. Additionally, collaborations between popular anime series and mainstream brands have resulted in limited-edition products that appeal to both collectors and casual fans alike.

The Germany anime merchandising landscape is bolstered by a strong local fanbase and an increasing number of anime-related events that promote community engagement. The country's commitment to supporting creative industries has led to a flourishing market for anime products, with local companies investing in high-quality merchandise that resonates with fans. As streaming platforms continue to expand their offerings, more viewers are discovering new series, which in turn fuels the demand for related merchandise.

Asia-Pacific Anime Merchandising Market Trends

Asia-Pacific anime merchandising market dominated the market with a share of over 10% in 2024. The increasing popularity of Japanese anime worldwide has significantly expanded the fan base, leading to heightened demand for related merchandise in the region. As anime transcends geographical boundaries, it has become a mainstream cultural phenomenon, integrating into various aspects of pop culture, including fashion and gaming. This integration opens opportunities for collaborations between anime and other industries, further propelling market growth.

Japan anime merchandising market remains at the forefront characterized by its rich history of animation and a vibrant otaku culture that drives strong consumer demand. The country's unique consumer behavior fosters brand loyalty among fans who are willing to invest in high-quality merchandise from their favorite franchises. Events such as anime conventions and cosplay gatherings enhance community engagement and stimulate sales. Moreover, Japanese companies are increasingly collaborating with international brands to create exclusive merchandise that appeals to both domestic and global audiences, thereby expanding their market reach and solidifying Japan's position as a leader in the anime merchandising landscape.

The China anime merchandising market is experiencing rapid expansion due to the country's growing acceptance of Japanese pop culture and significant investments in local anime production. The increasing popularity of streaming services has introduced a wider audience to anime, resulting in heightened demand for related merchandise. Additionally, the Chinese government's support for creative industries has fostered an environment conducive to the growth of anime-related products. With a large youth population that possesses growing disposable income, there is a strong appetite for collectibles, apparel, and other merchandise associated with popular anime series, further propelling market dynamics.

Key Anime Merchandising Company Insights

Some of the key players operating in the market include Crunchyroll (Sony Pictures Entertainment, Inc.) and The Walt Disney Company, among others.

• Crunchyroll (Sony Pictures Entertainment Inc.) is a joint venture that operates independently, formed by U.S.-based Sony Pictures Entertainment, Inc. and Japan’s Aniplex, which is a subsidiary of Sony Music Entertainment (Japan) Inc. The company provides a streaming platform specializing in anime, manga, and Asian media, primarily targeting the U.S. market. The platform offers a vast library of titles, including simulcasts of popular series, allowing fans to watch episodes and enhances fan engagement through exclusive merchandise offerings, further solidifying its position in the competitive landscape of anime-related products.

• The Walt Disney Company is a global entertainment conglomerate known for its three core business segments, including Disney Entertainment, ESPN, and Disney Experiences. The company has been investing significantly in original anime productions and collaborating with Japanese creators to attract existing anime fans and to introduce new audiences. The company offers a variety of anime-inspired merchandise, such as apparel and collectibles that feature iconic characters reimagined in anime style.

Some of the emerging market players in the anime merchandising industry include Atomic Flare and Good Smile Company, Inc., among others

• Atomic Flare is a company dedicated to providing hard-to-find video games, anime, and pop culture merchandise at affordable prices. The company features a diverse range of officially licensed products from popular franchises such as Final Fantasy, Pokémon, and My Hero Academia, among others. The company emphasizes local shipping and personalized customer service, ensuring a memorable shopping experience.

• Good Smile Company, Inc. is a prominent Japanese firm dedicated to the planning, development, production, and sale of figures, toys, and related goods. The company has expanded its operations internationally, including establishing locations in the USA, which allows it to better cater to local fans and collectors. By collaborating with various animation studios and creators, the company aims to promote popular anime franchises and to support the creators behind them, ensuring that their work reaches a broader audience.

Recent Developments

• In October 2024, Crunchyroll (Sony Pictures Entertainment, Inc.) announced its plan to launch on YouTube Primetime Channels, distributing over 40 anime titles across the U.S., UK, Germany, and Australia by the end of the year. This new service will feature popular series such as Dragon Ball Daima, One Piece, BLUE LOCK, Re:Zero, and Shangri-La Frontier Season  

• In February 2024, Toei Animation USA’s franchise Dragon Ball Z partnered with General Mills’ Reese’s Puffs in celebration of the anime’s 40th anniversary. The partnership aims to engage younger audiences who are often drawn to colorful packaging and popular characters.

• In March 2023, AMC Networks, the parent company of Sentai Holdings LLC, revealed an anime distribution agreement and partnership involving its subsidiary, Sentai Holdings LLC, and Japan's Mainichi Broadcasting System (MBS). Under the new agreement, AMC Networks secures exclusive distribution rights to a portion of MBS's upcoming programming lineup.

Anime Merchandising Market Report Scope

Global Anime Merchandising Market Report Segmentation

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest technology trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global anime merchandising market report based on product, distribution channel, and region:

• Product Outlook (Revenue, USD Million; 2018 - 2030)

  • Figurine

  • Clothing

  • Books

  • Board Games & Toys

  • Posters

  • Others

• Distribution Channel Outlook (Revenue, USD Million; 2018 - 2030)

  • Online

  • Offline

• Regional Outlook (Revenue, USD Million; 2018 - 2030)

  • North America

    • U.S.

    • Canada

  • Europe

    • UK

    • Germany

    • France

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia

  • Latin America

    • Brazil

    • Mexico

  • Middle East & Africa

    • South Africa

    • Saudi Arabia

    • UAE