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

Europe Anime Merchandising Market Trends

The Europe anime merchandising market size is estimated at USD 1,025.3 million in 2024 and is expected to grow at a CAGR of 11.8% from 2025 to 2030. This expansion is largely fueled by the increasing popularity of anime throughout the region. The availability of anime on digital platforms is expanding the fan base, with more viewers becoming deeply involved in the culture and eager to buy merchandise tied to their favorite series. The rising interest of European consumers in purchasing anime-related merchandise, such as action figures, apparel, and posters, is driving demand for products from both well-established franchises and newer, emerging titles, which is expected to present lucrative opportunities for the anime merchandising industry in the coming years.

Another notable trend in the Europe anime merchandising industry is the increasing demand for collectible items, particularly among adults who are part of the "kidult" trend. Collectibles, including figurines, limited-edition posters, and rare, exclusive merchandise, have become a significant trend in the European market. The desire for exclusive, high-quality merchandise is now a central aspect of fan culture, and this has led to a booming market for collectible anime products. With the rise of influencer culture and unboxing videos on platforms such as YouTube, the appeal of owning limited-edition items has become more widespread, further driving the demand for anime merchandise in Europe.

In addition, the growing engagement with anime on social media and online communities is a major driver of the European anime merchandising market. Social media platforms enable fans to connect, share content, and showcase their anime collections, fueling interest in related merchandise. The visibility of anime products through fan-driven content helps to boost demand, as trends go viral, and merchandise linked to popular series gains more attention. As social media continues to play a central role in shaping anime culture, it drives increased demand for merchandise, further contributing to the European anime merchandising industry growth.

Furthermore, the integration of anime with the video game industry is one of the major trends shaping the European anime merchandising industry. With the European video game market generating substantial revenue, especially in countries such as the UK, Germany, and France, the crossover of anime characters and themes into video games has opened up new opportunities for anime merchandise. Popular anime titles are increasingly being adapted into video games, and anime-inspired games are gaining popularity across a wide demographic. This merging of anime with gaming has significantly expanded the reach of anime-related products, as fans of these video games often seek to purchase merchandise that reflects their favorite characters or in-game experiences, which is expected to drive market expansion.

Moreover, video game collaboration with anime franchises is emerging as a major trend in the market. This trend also intersects with the rise of virtual economies and in-game purchases, where players can buy limited-edition skins or accessories based on their favorite anime characters. Players who invest in digital anime-themed content are more likely to seek out tangible items that reflect their virtual experiences, further fueling demand for both in-game and physical merchandise.  This trend is expected to present lucrative growth opportunities for the anime merchandising industry expansion in the coming years.

Product Insights

The figurine segment recorded the largest revenue share of over 37% in 2024. This growth is driven by the growing collectible culture. Fans across the continent, particularly in markets such as the UK, Germany, and France, are investing in high-quality, limited-edition anime figurines to express their fandom. The increasing sophistication of designs and the rise of exclusive collaborations between anime creators and manufacturers are fueling the demand for figurines segment.

The books segment is projected to register the highest CAGR of over 13% from 2025 to 2030. The segmental growth is propelled by the growing popularity of anime-related books, especially manga, light novels, and art books. The rising interest in anime has led to an increase in the consumption of manga, with European readers seeking out new series and collecting volumes in their entirety. Retailers and publishers are responding to this demand by expanding their offerings, making manga more widely available across Europe in multiple languages, thereby driving the growth of this segment.

Distribution Channel Insights

The E-commerce (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. These factors are contributing to segmental growth.

The Brick & Mortar (offline) segment is expected 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.

Country Insights

Germany Anime Merchandising Market Trends

The Germany anime merchandising market is expected to grow at the highest CAGR of over 13% from 2025 to 2030, driven 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 range, more viewers are discovering new series, which in turn is fueling the market demand.

U.K. Anime Merchandising Market Trends

The U.K. anime merchandising market is expected to grow at a significant rate in the coming years. In the U.K., 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 su Crunchyroll and Netflix has 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. These factors are expected to drive market growth in the coming years. 

Key Europe Anime Merchandising Company Insights

Some of the key players operating in the market are Bandai Namco Entertainment Co., Ltd. and The Walt Disney Company, among others.

• Bandai Namco Entertainment Co., Ltd. is well-established in Europe, particularly with its extensive portfolio of action figures, model kits, and collectibles tied to popular anime franchises like Dragon Ball, One Piece, and Mobile Suit Gundam. The company's established presence in both physical and online retail channels, along with its deep connections in the anime and gaming industries, make it one of the most mature and influential players in the European market.

• The Walt Disney Company is an entertainment conglomerate known for its three core business segments, including Disney Entertainment, ESPN, and Disney Experiences. The company, through its acquisition of companies such as Marvel and its partnership with popular anime properties, has become a dominant player in the European anime merchandise market. 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 market include Etsy, Inc., and Threadheads, among others

• Etsy, Inc., known for its marketplace for handmade, vintage, and unique goods, has become an increasingly important platform for anime merchandise, particularly in the European market. Small, independent creators and boutique sellers are tapping into the growing demand for anime-inspired products like custom artwork, apparel, and accessories. The company’s role as a hub for niche, personalized, and often limited-edition anime merchandise positions it as a emerging player in the European anime merchandising landscape.

•  Threadheads specializes in pop-culture-inspired apparel and accessories, including anime-themed t-shirts, hoodies, and tote bags. The brand has gained traction with its unique designs featuring iconic anime franchises and its commitment to sustainability, using eco-friendly materials and responsibly sourced garments. With production and shipping facilities in Europe, company offers efficient delivery to European fans, making its products more accessible.

Recent Developments

• In April 2025, Bandai Namco Entertainment Co. Ltd., officially announced the release of Super Robot Wars Y, a tactical RPG that brings together iconic mecha anime franchises in a crossover storyline in Europe. The game is slated for launch on August 28, 2025, and will be available on Nintendo Switch, PlayStation 5, and PC via Steam.

• In March 2025, Crunchyroll expanded its European anime merchandising presence by releasing a diverse lineup of Blu-ray and DVD editions across Germany. Notable titles included JUJUTSU KAISEN: Shibuya Incident (Season 2), SPY x FAMILY Season 2, Attack on Titan: Final Season - The Final Chapters, and The Apothecary Diaries Season.

• In September 24, 2024, Toei Animation Europe participated in the Brand Licensing Europe (BLE) 2024 event at ExCeL London, showcasing its iconic anime properties and engaging with industry professionals. The company highlighted its extensive portfolio, including Dragon Ball, One Piece, Sailor Moon, and Saint Seiya, emphasizing their enduring popularity and licensing potential.

Europe Anime Merchandising Market Report Scope

Europe Anime Merchandising Market Report Segmentation

This report forecasts revenue growth at 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 Europe anime merchandising market report based on product, distribution channel, and country:

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

  • Figurine

  • Clothing

  • Books

  • Board Games & Toys

  • Posters

  • Others

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

  • E-Commerce (Online)

  • Brick & Mortar (Offline)

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

  • UK

  • Germany

  • France

  • Western Europe