GVR Report cover Anime Merchandising Market Size, Share & Trends Report

Anime Merchandising Market Size, Share & Trends Analysis Report By Product (Figurine, Clothing, Books, Posters), By Distribution Channel (Online, Offline), And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-084-4
  • Number of Pages: 150
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Technology

Anime Merchandising Market Size & Trends

The global anime merchandising market size was valued at USD 9.14 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 9.4% from 2023 to 2030.The rising interest of fans to collect souvenirs and other collectibles related to their favorite anime series is accelerating the market expansion. The significant market growth is also attributed to the increasing demand for anime merchandise owing to the rising popularity of anime and its characters globally. As a result, several merchandising and clothing brands are working closely with the makers of famous anime titles.

U.S. Anime Merchandising market size and growth rate, 2023 - 2030

The outlook for the anime merchandise business has been positively influenced due to a considerable increase in anime content viewership on OTT platforms. The demand for this type of content is increasing; thus, streaming media platforms, such as Crunchyroll, Hulu, Netflix, and Hidive, are focusing on providing more value-driven content, which is driving the market growth.

Additionally, the key market players are acquiring and partnering with companies to diversify and expand their business to cater to a more significant customer base, which is expected to further fuel the anime merchandising growth. For instance, in August 2022, Crunchyroll acquired Right Stuf, a leading online based anime store. The acquisition aligned with the company’s plan for expanding its e-commerce business. The newly acquired company is being used to offer anime merchandise, manga, home videos, games, music, figures, and more on its online store.

Additionally, the rising number of conventions, such as AnimeFest, Otakon, Anime Boston, Anime Expo, and FanimeCon, held across the major regions globally is anticipated to drive market growth over the forecast period. Fans can meet their favorite characters and buy officially licensed products at these events, thereby driving fan interest and engagement. Additionally, they provide merchandisers with a lucrative chance to reach a larger audience. Activities such as costuming, tabletop gaming, cosplay, food, video games, artwork, comics, etc., form a significant part of these events, which is expected to fuel the market growth over the forecast period.

Furthermore, the increasing level of disposable income coupled with the advancements in the latest technologies, such as Virtual Reality (VR) is also expected to fuel the market growth. The young generation has increased its spending on the collection of merchandise & figurines along with technologically advanced gadgets and products related to their favorite anime characters. This, in turn, is expected to drive the market growth further during the forecast period.

In addition, the rising trend of launching limited edition or exclusive merchandise and figurines associated with popular anime and anime characters is estimated to boost the market growth over the forecast period. Several manufacturers and retailers are producing a limited stock of merchandise, often in collaboration with famous artists or anime studios. These limited editions of merchandise and figurines can be highly sought after by collectors and fans, which can attract premium pricing for these products. Such trends are projected to fuel the market growth over the forecast period.

Product Insights

The figurine segment accounted for the largest revenue share of over 38% in 2022 and is expected to witness considerable growth by 2030, owing to the increased adoption of anime as the mainstream form of entertainment. Moreover, the figurines, which are 3D renditions of the anime characters, are an original category of merchandise created from materials like resin or plastic. These figurines are often highly detailed, making them more desirable among collectors, which is expected to drive the segment’s growth. Their widespread accessibility across a number of e-commerce platforms is further augmenting the segmental growth.

The clothing segment is expected to record a CAGR of 10% from 2023 to 2030. This is attributed to the increased product demand driven by the growing fandom of anime across various genres. Several anime labels are licensed and authorized to sell apparel that features a specific anime. Additionally, numerous fashion companies are interested in obtaining a license from anime creators to provide merchandise in the market. My Hero Academia, One Piece, Dragon Ball Z, Naruto, and Hunter x Hunter are some of the most well-known anime series that fashion designers have referenced. Furthermore, with the growth of the e-commerce market, it is becoming more accessible for people to buy anime clothing from any part of the globe, which is expected to augment the market growth over the forecast period.

Distribution Channel Insights

The online segment witnessed the highest revenue share of over 63% in 2022 and is expected to record significant growth in the coming years. The anime merchandising products featuring several popular anime characters, quotes, shows, movies, etc., are available on numerous online platforms and dedicated websites. These platforms offer convenience in shopping compared to a physical store. Users can easily browse and purchase anime merchandise from the comfort of their homes, which makes it more demanding. These factors are expected to fuel the market growth during the forecast period.

Global Anime Merchandising Market share and size, 2022

The offline segment is expected to record a CAGR of 6.8% from 2023 to 2030 as a considerable number of customers prefer buying from physical stores for hands-on experience, allowing them to see and experience a particular merchandise before buying it, which, in turn, expedites the purchase decision. Moreover, some physical stores specialize in anime merchandise, offering a wider range of products than online stores, making them the preferred choice for fans and customers. This is expected to drive the market growth during the forecast period.

Regional Insights

Japan accounted for the largest revenue share of over 58% in 2022 and is expected to continue its dominance from 2023 to 2030. With approximately 600 animation studios, including more than 500 anime studios in Tokyo alone, Japan is renowned as the center for animation studios. In addition, another major factor that is contributing to the growth of the market in the region is the tradition of otaku culture. It refers to a subculture of people who are obsessed with anime, manga, comics, and related merchandise, which is expected to drive market growth further across the region.

Anime Merchandising Market Trends, by Region, 2023 - 2030

The North American region is anticipated to exhibit the fastest CAGR of over 17% from 2023 to 2030. The market growth is attributed to the rising popularity of anime content in the region due to the high streaming and merchandising penetration. Moreover, anime has become part of pop culture in the region which has resulted in further demand for new and popular anime and its merchandise in the region. The demand has resulted in an increase in retail stores selling anime merchandise in multiple cities. This, in turn, is expected to propel the anime merchandising market growth further across the region.

Key Companies & Market Share Insights

The market is classified as highly competitive with the presence of several anime merchandise players. The rising number of licensing by creative content owners for their anime creations and gaming characters to a limited group of distributors and manufacturers is propelling the growth of merchandising and licensing. The key players operating in the anime merchandising industry are focusing on strategic alliances, product licensing, expansion, and new product launches of their distribution network to remain competitive in the industry. For instance, in February 2023, Good Smile Company, Inc. launched a small figurine (Nendoroid) of Hitori Gotou from Bocchi the Rock! series even before season 2 of the series was announced. The figurine comes with added accessories to suit the character, which is anticipated to augment the market growth. Following are some of the major players in the global anime merchandising market:

  • Studio Ghibli, Inc.

  • Bandai Namco Filmworks Inc.

  • Crunchyroll (Sony Pictures Entertainment Inc.)

  • Good Smile Company, Inc.

  • Sentai Holdings, LLC (AMC Networks)

  • Ufotable Co., Ltd.

  • Atomic Flare

  • MegaHouse (Bandai Namco Filmworks Inc.)


  • Alter Co., Ltd.


  • Bioworld Merchandising, Inc.

  • Stronger Co., Ltd.

  • Aniplex Inc. (Sony Pictures Entertainment Inc.)

  • Medicom Toy Co., Ltd.

Anime Merchandising Market Report Scope

Report Attribute


Market size value in 2023

USD 9.95 billion

Revenue forecast in 2030

USD 18.63 billion

Growth rate

CAGR of 9.4% from 2023 to 2030

Base year for estimation


Historical data

2018 - 2021

Forecast period

2023 - 2030

Quantitative units

Revenue in USD million and CAGR from 2023 to 2030

Report coverage

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

Segments covered

Product, distribution channel, region

Regional scope

North America; Europe; Asia Pacific Ex. Japan; Latin America; Middle East & Africa, Japan

Country scope

U.S.; Canada; France; UK; Germany; Western Europe; ANZ; China; India; Japan; Philippines; South Korea; Brazil; Mexico; UAE; Saudi Arabia

Key companies profiled

Studio Ghibli, Inc.; Bandai Namco Filmworks Inc.; Crunchyroll (Sony Pictures Entertainment Inc.); Good Smile Company, Inc.; Sentai Holdings, LLC (AMC Networks); Ufotable Co., Ltd.; Atomic Flare; MegaHouse (Bandai Namco Filmworks Inc.); MAX FACTORY, INC.; Alter Co., Ltd.; BANDAI SPIRITS CO., LTD.; Bioworld Merchandising, Inc.; Stronger Co., Ltd.; Aniplex Inc. (Sony Pictures Entertainment Inc.); Medicom Toy Co., Ltd.

Customization scope

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Global Anime Merchandising Market Report Segmentation

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

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

    • Figurine

    • Clothing

    • Books

    • Board Games and 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

      • France

      • UK

      • Germany

      • Western Europe

    • Asia Pacific Ex. Japan

      • ANZ

      • China

      • India

      • Japan

      • Philippines

      • South Korea

    • Latin America

      • Brazil

      • Mexico

    • Middle East & Africa (MEA)

      • UAE

      • Saudi Arabia

    • Japan

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