Anime Merchandising

The global market of anime merchandise comprises manufacturing, marketing, and selling of merchandise related to anime including clothing, jewelry, toys, souvenirs, etc. This market has been growing steadily because of anime lovers around the world who are participating more in anime-related products, availability of various streaming sites, and Regional/global licensing. Driving forces are characterized by an ever-increasing demand for characters and related merchandise products, an improvement in e-commerce technologies, and the impact made by social networks and enthusiasts’ groups in the promotion of merchandise and products.

The anime merchandising market is set to show a growth rate of about 8.9%. This is due to the increasing global appeal of anime has led to a surge in demand for related merchandise. Also, increasing R&D, investment, product advancements, and collaborations in this industry drive the Anime Merchandising market. For instance, in August 2024, Lactose announced a collaboration with the popular anime and manga series One Piece, featuring a limited-edition collection that includes apparel and accessories inspired by the show's characters and themes. This partnership reflects the ongoing trend of brands leveraging popular anime franchises to create limited-edition apparel and accessories that resonate with fans.

• Based on type, the market is segmented into collectibles & figurines, apparel & fashion, and printed materials & posters. Collectibles and figurines are the largest segment in the global anime merchandising market because they sell items to die-hard fans and collectors who can relate to the products. These products mostly consist of high-quality and premium, limited production, and detailed products, which target a small but targeted clientele. The increase in cultures where collectibles are demonstrated as symbols of power and authority, and the increasing audience for anime across the world increases demand. In addition, improvements in technology such as 3-D printing and the production of personalized items allow brands to create novelty and exclusive elaborate toys that can increase both traffic and consumption in this segment.
• Based on the distribution channel, the market is bifurcated into offline and online. Among these, the online category is the largest contributor to the Anime Merchandising industry. Because it has the strongest demand since it coordinates show fans worldwide without geographical restrictions. Browsing, purchasing, and interacting with exclusive and diverse merchandise collections through E-Commerce platforms, social media, and dedicated fan sites is made easy. Internet revenue is also driven by market segmentation, influencer marketing, and flexible and reasonable shipping services, meaning that enterprises can reach out to an enormous and constantly expanding global buyer base. Mass releases and individually tailored recommendations also create a higher satisfaction among consumers in online environments, which in turn contributes to the continuous growth of the market of anime figurines and related products.
• For a better understanding of the market adoption of anime merchandising, the market is analyzed based on its worldwide presence in countries such as North America (U.S., Canada, and the Rest of North America), Europe (Germany, U.K., France, Spain, Italy, Rest of Europe), Asia-Pacific (China, Japan, India, Rest of Asia-Pacific), Rest of World. Among these, the North American anime merchandising market is steeped in growth due to the rising trends in anime across the demographic divide. The availability of anime through access to streaming services including Crunchyroll, Netflix, and Hulu has increased customer interactions with consuming more anime content and products, which are now regulated merchandise including clothes, toys, and so on. A solid online market presence also benefits sales in this area while merchandising itself and community gatherings like Anime Expo and New York Comic Con act as platforms for sales. Moreover, the partnerships between Japanese studios and Western brands have deepened their market position, and North America is considered the key area for the development of any anime-related merchandise.
• Some major players running in the market include Animate International; Kyoto Animation Co.,Ltd.; MadHouse Collectibles; Production I.G (IG Port, Inc.); Toei Animation Co Ltd; Pierrot Co., Ltd.; SUNRISE (Bandai Namco Filmworks INC.); The Studio Ghibli Collection; VIZ Media, LLC (Shogakukan-Shueisha Productions Co.Ltd.); Crunchyroll LLC (Sony Group)