GVR Report cover U.S. Anime Merchandising Market Size, Share & Trends Report

U.S. Anime Merchandising Market Size, Share & Trends Analysis Report By Product (Figurine, Clothing, Books, Posters), By Distribution Channel (E-Commerce, Brick & Mortar), And Segment Forecasts, 2023 - 2030

  • Report ID: GVR-4-68040-044-0
  • Number of Pages: 80
  • Format: Electronic (PDF)
  • Historical Range: 2018 - 2021
  • Industry: Technology

Report Overview

The U.S. anime merchandising market size was valued at USD 364.7 million in 2022 and is expected to expand at a compound annual growth rate (CAGR) of 16.1% from 2023 to 2030. The significant growth can be credited to the increasing demand for anime merchandise driven by the rising popularity of anime in the country. As a result, several clothing and merchandising brands are collaborating with the makers of renowned anime titles. Moreover, the growing interest of fans to collect souvenirs and other collectibles related to their favorite anime series is also accelerating the market expansion.

U.S. anime merchandising market size, by product, 2020 - 2030 (USD million)

A significant rise in the viewership for anime content over OTT platforms has positively influenced the outlook of the U.S. anime merchandising market. The streaming services platforms, such as Crunchyroll, Netflix, Hulu, Hidive, etc. are focusing on publishing more value-driven content under this category.

Netflix is known to have acquired several anime titles to stream on its platform along with its few original anime shows. In 2022, Netflix signed a non-exclusive agreement with Nippon TV, a Japanese entertainment company, to expand its library of anime further. As a part of this deal, the latter’s 13 most popular anime titles will be made available on Netflix globally.

The market growth is being further driven by the rising number of conventions such as AnimeFest, Anime Expo, Anime Boston, Otakon, and FanimeCon held in the country. These events allow fans to meet their favorite characters and purchase licensed merchandise. Besides, they offer a lucrative opportunity for merchandisers to increase their reach to a wider audience. Activities such as costuming, cosplay, food, video games, tabletop gaming, artwork, comics, etc., form a major part of these events.

Product Insights

The figurine segment accounted for the largest revenue share of more than 36.0% in 2022 and is anticipated to witness considerable growth by 2030, owing to the increased adoption of anime as the mainstream form of entertainment in the country. The figurines are a 3D representation of the anime characters and represent a unique merchandise category made with materials including resin or plastic. Their wide availability on various e-commerce platforms is positively influencing segmental growth.

The clothing segment is expected to record a CAGR of nearly 17.0% from 2023 to 2030 owing to increased product demand driven by growing fandom for the genre. Several anime brands have the license to sell clothes featuring a particular anime. Besides, various fashion brands are also inclined to obtain a license from anime makers to provide offerings in this segment. Some of the most popular anime referenced by fashion brands include Dragon Ball Z, Demon Slayer, Naruto, My Hero Academia, and Hunter x Hunter.

Distribution Channel Insights

The e-commerce segment captured the revenue share of more than 60.0% of the U.S. anime merchandising market in 2022 and is expected to record significant growth over the coming years. The anime merchandising products featuring various popular anime shows, movies, characters, quotes, etc., are available on various e-commerce platforms and dedicated websites. These platforms offer customized products at reasonable pricing, attractive offers, and discounts, creating positive growth prospects for the e-commerce segment in the coming years.

U.S. anime merchandising market share, by distribution channel, 2022 (%)

The brick & mortar segment is expected to record a CAGR of over 13.0% from 2023 to 2030 as several customers prefer buying from physical stores wherein they can check the products and buy instantly, which, in turn, expedites the purchase decision. These stores provide licensed anime merchandise for popular anime and manga series, including Demon Slayer, Haikyuu, Jujutsu Kaisen, etc. Many of these stores ship their products across the globe.

Key Companies & Market Share Insights

The key players operating in the U.S. anime merchandising industry are focusing on new product launches, strategic alliances, product licensing, and expansion of their distribution network to remain competitive in the industry. For instance, in April 2022, Bandai America Incorporated announced a merger with Bandai Namco Collectibles LLC to become Bandai Namco Toys & Collectibles America Inc. The strategic initiative is aimed at expanding the product portfolio and reaching a larger customer base through its vast distribution network. Some prominent players in the U.S. anime merchandising market include:

  • Atomic Flare

  • Kotobukiya Co., Ltd.

  • Bandai Namco

  • Good Smile Company USA

  • Crunchyroll (Sony Music Entertainment)

  • Sentai Filmworks, LLC (AMC Networks)

  • Viz Media LLC

  • Kodansha LTD.

  • Kinokuniya Book Stores of America Co., Ltd.

  • The Walt Disney Company

  • Toei Animation USA

  • Eleven Arts

  • Lions Gate Entertainment Inc.

U.S. Anime Merchandising Market Report Scope

Report Attribute


Market size value in 2023

USD 421.9 million

Revenue forecast in 2030

USD 1,196.2 million

Growth rate

CAGR of 16.1% 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

Country scope


Key companies profiled

Atomic Flare; Kotobukiya Co., Ltd.; Bandai Namco; Good Smile Company USA; Crunchyroll (Sony Music Entertainment); Sentai Filmworks, LLC (AMC Networks); Viz Media LLC; Kodansha LTD.; Kinokuniya Book Stores of America Co., Ltd.; The Walt Disney Company; Toei Animation USA; Eleven Arts; Lions Gate Entertainment Inc.

Customization scope

Free report customization (equivalent to 8 analyst working days) with purchase. Addition or alteration to country, regional & segment scope.

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U.S. Anime Merchandising Market Report Segmentation

This report forecasts revenue growth at the country level 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 U.S. anime merchandising market report based on product, and distribution channel:

U.S. Anime Merchandising Market Report Segmentation

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

    • Figurine

    • Clothing

    • Books

    • Board Games & Toys

    • Posters

    • Others (Accessories)

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

    • E-Commerce

    • Brick & Mortar

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