Global Action Figures Market Size, Share & Trends Analysis Report By Distribution Channel (Offline, and Online), by End-user, By Type (Superheroes, Anime Characters, Movie Characters, and Others), By Regional Outlook and Forecast, 2023 - 2030

Global Action Figures Market Size, Share & Trends Analysis Report By Distribution Channel (Offline, and Online), by End-user, By Type (Superheroes, Anime Characters, Movie Characters, and Others), By Regional Outlook and Forecast, 2023 - 2030


The Global Action Figures Market size is expected to reach $15.3 billion by 2030, rising at a market growth of 8.3% CAGR during the forecast period. In the year 2022, the market attained a volume of 6,32,866.0 thousand units, experiencing a growth of 9.6% (2019-2022).

Characters from series like "Game of Thrones," "Stranger Things," and "Breaking Bad" have been immortalized as action figures, allowing fans to physically connect with their favorite characters. Consequently, the movie characters segment would generate approximately 15.54% share of the market by 2030. Limited edition action figures tied to the release of a blockbuster film, or a highly anticipated game generate a sense of exclusivity. Collectors, in particular, are drawn to these releases, contributing to heightened demand and often resulting in increased value over time. Thus, these factors will help expand the market.

Action figures often hold a special place in the hearts of adults who fondly remember the hours of imaginative play during their childhood. The emotional connection to these toys creates a sense of nostalgia, prompting individuals to seek out and collect figures from their past. Nostalgia is a powerful force that motivates adults to recapture the happiness and simplicity of their youth. Thus, these aspects will boost the growth of the market. Moreover, Customizable action figures empower consumers to create figures that reflect their tastes and preferences. This personalization aspect allows for developing unique and distinct figures that stand out in a collection. Individuals who enjoy artistic expression find an outlet in customizing action figures. These factors will pose lucrative growth prospects for the market.

However, Action figures are often sold with various accessories such as weapons, clothing, and props. Producing intricate accessories requires precision molding and detailing, contributing to increased material costs. Maintaining the quality of accessories is essential to meet collector expectations. This involves rigorous quality control measures during production to ensure that accessories are free from defects and match the intended design. Hence, these aspects will reduce demand in the market.

By Distribution Channel Analysis

On the basis of distribution channel, the market is divided into offline and online. In 2022, the offline segment witnessed the largest revenue share in the market. Organize special events or launch promotions in collaboration with retailers. This could include exclusive figure releases, autograph signings, or interactive experiences that draw customers to the physical store. Work with retailers to create limited edition action figures exclusive to their stores. This exclusivity can drive traffic to brick-and-mortar locations, creating a sense of urgency among collectors. Therefore, the segment will expand rapidly in the upcoming years.

By End-User Analysis

Based on end-user, the market is segmented into 9 - 15 years, up to 8 years, and 15 years & above. In 2022, the up to 8 years segment garnered a significant revenue share in the market. Some companies focus on developing action figures that not only entertain but also have educational or STEM (science, technology, engineering, and mathematics) themes. This approach aligns with the growing emphasis on educational toys for young children. Therefore, owing to these factors, there will be increased demand in the segment.

By Type Analysis

Based on type, the market is segmented into anime characters, movie characters, superheroes, and others. the superheroes segment held the largest revenue share in the market in 2022. Superheroes figures often incorporate electronic features like LED lights, sound effects, and basic programmable movements. These technological elements enhance the interactive and dynamic nature of the figures, attracting consumers who appreciate the integration of modern technology into collectibles. Thus, these factors will lead to increased demand in the segment.

By Regional Analysis

By region, the market is segmented into North America, Europe, Asia Pacific, and LAMEA. In 2022, the Asia Pacific segment acquired a considerable revenue share in the market. Economic growth in several Asia Pacific countries has led to the expansion of the middle class. With higher disposable incomes, consumers in the region are more inclined to allocate spending towards leisure activities, including the purchase of collectibles such as action figures. Therefore, owing to these factors, the segment will grow rapidly in the upcoming years.

List of Key Companies Profiled
  • Hasbro, Inc.
  • LEGO Group (KIRKBI A/S)
  • Playmates Toys Ltd. (Playmates Holdings Ltd.)
  • JAKKS Pacific, Inc.
  • Mattel, Inc.
  • Bandai Namco Holdings Inc.
  • Diamond Select Toys
  • Good Smile Company, Inc.
  • Spin Master Corp.
  • McFarlane Toys
Global Action Figures Market Report Segmentation

By Distribution Channel (Volume, Thousand Units, USD Billion, 2019-2030)
  • Offline
  • Online
By End-user (Volume, Thousand Units, USD Billion, 2019-2030)
  • 9 - 15 Years
  • Up to 8 Years
  • 15 Years & Above
By Type (Volume, Thousand Units, USD Billion, 2019-2030)
  • Superheroes
  • Anime Characters
  • Movie Characters
  • Others
By Geography (Volume, Thousand Units, USD Billion, 2019-2030)
  • North America
  • US
  • Canada
  • Mexico
  • Rest of North America
  • Europe
  • Germany
  • UK
  • France
  • Russia
  • Spain
  • Italy
  • Rest of Europe
  • Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Singapore
  • Malaysia
  • Rest of Asia Pacific
  • LAMEA
  • Brazil
  • Argentina
  • UAE
  • Saudi Arabia
  • South Africa
  • Nigeria
  • Rest of LAMEA


Chapter 1. Market Scope & Methodology
1.1 Market Definition
1.2 Objectives
1.3 Market Scope
1.4 Segmentation
1.4.1 Global Action Figures Market, by Distribution Channel
1.4.2 Global Action Figures Market, by End-user
1.4.3 Global Action Figures Market, by Type
1.4.4 Global Action Figures Market, by Geography
1.5 Methodology for the research
Chapter 2. Market at a Glance
2.1 Key Highlights
Chapter 3. Market Overview
3.1 Introduction
3.1.1 Overview
3.1.1.1 Market Composition and Scenario
3.2 Key Factors Impacting the Market
3.2.1 Market Drivers
3.2.2 Market Opportunities
3.2.3 Market Restraints
3.2.4 Market Challenges
3.3 Porter’s Five Forces Analysis
Chapter 4. Global Action Figures Market by Distribution Channel
4.1 Global Offline Market by Region
4.2 Global Online Market by Region
Chapter 5. Global Action Figures Market by End-user
5.1 Global 9 - 15 Years Market by Region
5.2 Global Up to 8 Years Market by Region
5.3 Global 15 Years & Above Market by Region
Chapter 6. Global Action Figures Market by Type
6.1 Global Superheroes Market by Region
6.2 Global Anime Characters Market by Region
6.3 Global Movie Characters Market by Region
6.4 Global Others Market by Region
Chapter 7. Global Action Figures Market by Region
7.1 North America Action Figures Market
7.1.1 North America Action Figures Market by Distribution Channel
7.1.1.1 North America Offline Market by Country
7.1.1.2 North America Online Market by Country
7.1.2 North America Action Figures Market by End-user
7.1.2.1 North America 9 - 15 Years Market by Country
7.1.2.2 North America Up to 8 Years Market by Country
7.1.2.3 North America 15 Years & Above Market by Country
7.1.3 North America Action Figures Market by Type
7.1.3.1 North America Superheroes Market by Country
7.1.3.2 North America Anime Characters Market by Country
7.1.3.3 North America Movie Characters Market by Country
7.1.3.4 North America Others Market by Country
7.1.4 North America Action Figures Market by Country
7.1.4.1 US Action Figures Market
7.1.4.1.1 US Action Figures Market by Distribution Channel
7.1.4.1.2 US Action Figures Market by End-user
7.1.4.1.3 US Action Figures Market by Type
7.1.4.2 Canada Action Figures Market
7.1.4.2.1 Canada Action Figures Market by Distribution Channel
7.1.4.2.2 Canada Action Figures Market by End-user
7.1.4.2.3 Canada Action Figures Market by Type
7.1.4.3 Mexico Action Figures Market
7.1.4.3.1 Mexico Action Figures Market by Distribution Channel
7.1.4.3.2 Mexico Action Figures Market by End-user
7.1.4.3.3 Mexico Action Figures Market by Type
7.1.4.4 Rest of North America Action Figures Market
7.1.4.4.1 Rest of North America Action Figures Market by Distribution Channel
7.1.4.4.2 Rest of North America Action Figures Market by End-user
7.1.4.4.3 Rest of North America Action Figures Market by Type
7.2 Europe Action Figures Market
7.2.1 Europe Action Figures Market by Distribution Channel
7.2.1.1 Europe Offline Market by Country
7.2.1.2 Europe Online Market by Country
7.2.2 Europe Action Figures Market by End-user
7.2.2.1 Europe 9 - 15 Years Market by Country
7.2.2.2 Europe Up to 8 Years Market by Country
7.2.2.3 Europe 15 Years & Above Market by Country
7.2.3 Europe Action Figures Market by Type
7.2.3.1 Europe Superheroes Market by Country
7.2.3.2 Europe Anime Characters Market by Country
7.2.3.3 Europe Movie Characters Market by Country
7.2.3.4 Europe Others Market by Country
7.2.4 Europe Action Figures Market by Country
7.2.4.1 Germany Action Figures Market
7.2.4.1.1 Germany Action Figures Market by Distribution Channel
7.2.4.1.2 Germany Action Figures Market by End-user
7.2.4.1.3 Germany Action Figures Market by Type
7.2.4.2 UK Action Figures Market
7.2.4.2.1 UK Action Figures Market by Distribution Channel
7.2.4.2.2 UK Action Figures Market by End-user
7.2.4.2.3 UK Action Figures Market by Type
7.2.4.3 France Action Figures Market
7.2.4.3.1 France Action Figures Market by Distribution Channel
7.2.4.3.2 France Action Figures Market by End-user
7.2.4.3.3 France Action Figures Market by Type
7.2.4.4 Russia Action Figures Market
7.2.4.4.1 Russia Action Figures Market by Distribution Channel
7.2.4.4.2 Russia Action Figures Market by End-user
7.2.4.4.3 Russia Action Figures Market by Type
7.2.4.5 Spain Action Figures Market
7.2.4.5.1 Spain Action Figures Market by Distribution Channel
7.2.4.5.2 Spain Action Figures Market by End-user
7.2.4.5.3 Spain Action Figures Market by Type
7.2.4.6 Italy Action Figures Market
7.2.4.6.1 Italy Action Figures Market by Distribution Channel
7.2.4.6.2 Italy Action Figures Market by End-user
7.2.4.6.3 Italy Action Figures Market by Type
7.2.4.7 Rest of Europe Action Figures Market
7.2.4.7.1 Rest of Europe Action Figures Market by Distribution Channel
7.2.4.7.2 Rest of Europe Action Figures Market by End-user
7.2.4.7.3 Rest of Europe Action Figures Market by Type
7.3 Asia Pacific Action Figures Market
7.3.1 Asia Pacific Action Figures Market by Distribution Channel
7.3.1.1 Asia Pacific Offline Market by Country
7.3.1.2 Asia Pacific Online Market by Country
7.3.2 Asia Pacific Action Figures Market by End-user
7.3.2.1 Asia Pacific 9 - 15 Years Market by Country
7.3.2.2 Asia Pacific Up to 8 Years Market by Country
7.3.2.3 Asia Pacific 15 Years & Above Market by Country
7.3.3 Asia Pacific Action Figures Market by Type
7.3.3.1 Asia Pacific Superheroes Market by Country
7.3.3.2 Asia Pacific Anime Characters Market by Country
7.3.3.3 Asia Pacific Movie Characters Market by Country
7.3.3.4 Asia Pacific Others Market by Country
7.3.4 Asia Pacific Action Figures Market by Country
7.3.4.1 China Action Figures Market
7.3.4.1.1 China Action Figures Market by Distribution Channel
7.3.4.1.2 China Action Figures Market by End-user
7.3.4.1.3 China Action Figures Market by Type
7.3.4.2 Japan Action Figures Market
7.3.4.2.1 Japan Action Figures Market by Distribution Channel
7.3.4.2.2 Japan Action Figures Market by End-user
7.3.4.2.3 Japan Action Figures Market by Type
7.3.4.3 India Action Figures Market
7.3.4.3.1 India Action Figures Market by Distribution Channel
7.3.4.3.2 India Action Figures Market by End-user
7.3.4.3.3 India Action Figures Market by Type
7.3.4.4 South Korea Action Figures Market
7.3.4.4.1 South Korea Action Figures Market by Distribution Channel
7.3.4.4.2 South Korea Action Figures Market by End-user
7.3.4.4.3 South Korea Action Figures Market by Type
7.3.4.5 Singapore Action Figures Market
7.3.4.5.1 Singapore Action Figures Market by Distribution Channel
7.3.4.5.2 Singapore Action Figures Market by End-user
7.3.4.5.3 Singapore Action Figures Market by Type
7.3.4.6 Malaysia Action Figures Market
7.3.4.6.1 Malaysia Action Figures Market by Distribution Channel
7.3.4.6.2 Malaysia Action Figures Market by End-user
7.3.4.6.3 Malaysia Action Figures Market by Type
7.3.4.7 Rest of Asia Pacific Action Figures Market
7.3.4.7.1 Rest of Asia Pacific Action Figures Market by Distribution Channel
7.3.4.7.2 Rest of Asia Pacific Action Figures Market by End-user
7.3.4.7.3 Rest of Asia Pacific Action Figures Market by Type
7.4 LAMEA Action Figures Market
7.4.1 LAMEA Action Figures Market by Distribution Channel
7.4.1.1 LAMEA Offline Market by Country
7.4.1.2 LAMEA Online Market by Country
7.4.2 LAMEA Action Figures Market by End-user
7.4.2.1 LAMEA 9 - 15 Years Market by Country
7.4.2.2 LAMEA Up to 8 Years Market by Country
7.4.2.3 LAMEA 15 Years & Above Market by Country
7.4.3 LAMEA Action Figures Market by Type
7.4.3.1 LAMEA Superheroes Market by Country
7.4.3.2 LAMEA Anime Characters Market by Country
7.4.3.3 LAMEA Movie Characters Market by Country
7.4.3.4 LAMEA Others Market by Country
7.4.4 LAMEA Action Figures Market by Country
7.4.4.1 Brazil Action Figures Market
7.4.4.1.1 Brazil Action Figures Market by Distribution Channel
7.4.4.1.2 Brazil Action Figures Market by End-user
7.4.4.1.3 Brazil Action Figures Market by Type
7.4.4.2 Argentina Action Figures Market
7.4.4.2.1 Argentina Action Figures Market by Distribution Channel
7.4.4.2.2 Argentina Action Figures Market by End-user
7.4.4.2.3 Argentina Action Figures Market by Type
7.4.4.3 UAE Action Figures Market
7.4.4.3.1 UAE Action Figures Market by Distribution Channel
7.4.4.3.2 UAE Action Figures Market by End-user
7.4.4.3.3 UAE Action Figures Market by Type
7.4.4.4 Saudi Arabia Action Figures Market
7.4.4.4.1 Saudi Arabia Action Figures Market by Distribution Channel
7.4.4.4.2 Saudi Arabia Action Figures Market by End-user
7.4.4.4.3 Saudi Arabia Action Figures Market by Type
7.4.4.5 South Africa Action Figures Market
7.4.4.5.1 South Africa Action Figures Market by Distribution Channel
7.4.4.5.2 South Africa Action Figures Market by End-user
7.4.4.5.3 South Africa Action Figures Market by Type
7.4.4.6 Nigeria Action Figures Market
7.4.4.6.1 Nigeria Action Figures Market by Distribution Channel
7.4.4.6.2 Nigeria Action Figures Market by End-user
7.4.4.6.3 Nigeria Action Figures Market by Type
7.4.4.7 Rest of LAMEA Action Figures Market
7.4.4.7.1 Rest of LAMEA Action Figures Market by Distribution Channel
7.4.4.7.2 Rest of LAMEA Action Figures Market by End-user
7.4.4.7.3 Rest of LAMEA Action Figures Market by Type
Chapter 8. Company Profiles
8.1 Hasbro, Inc.
8.1.1 Company Overview
8.1.2 Financial Analysis
8.1.3 Segmental and Regional Analysis
8.1.4 SWOT Analysis
8.2 LEGO Group (KIRKBI A/S)
8.2.1 Company Overview
8.2.2 Financial Analysis
8.2.3 Regional Analysis
8.2.4 SWOT Analysis
8.3 JAKKS Pacific, Inc.
8.3.1 Company Overview
8.3.2 Financial Analysis
8.3.3 Segmental and Regional Analysis
8.3.4 SWOT Analysis
8.4 Mattel, Inc.
8.4.1 Company Overview
8.4.2 Financial Analysis
8.4.3 Segmental and Regional Analysis
8.4.4 Research & Development Expenses
8.4.5 SWOT Analysis
8.5 Bandai Namco Holdings, Inc.
8.5.1 Company Overview
8.5.2 Financial Analysis
8.5.3 Segmental and Regional Analysis
8.6 Playmates Toys Limited (Playmates Holdings Ltd.)
8.6.1 Company Overview
8.6.2 Financial Analysis
8.6.3 Regional Analysis
8.6.4 SWOT Analysis
8.7 Spin Master Corp.
8.7.1 Company Overview
8.7.2 Financial Analysis
8.7.3 Regional & Segmental Analysis
8.7.4 SWOT Analysis
8.8 Diamond Select Toys
8.8.1 Company Overview
8.8.2 SWOT Analysis
8.9 Good Smile Company, Inc.
8.9.1 Company Overview
8.9.2 SWOT Analysis
8.10. McFarlane Toys
8.10.1 Company Overview
8.10.2 SWOT Analysis
Chapter 9. Winning Imperatives of Action Figures Market

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