Global action figures market Size, Share & Growth Analysis Report, 2023-2032
Global Action Figures Market Size, Share & Growth Analysis Report, 2023-2032

Action Figures Market Share, Size, Trends, Industry Analysis Report, By Type (Superheroes, Anime Characters, Movie Characters, and Others); By Distribution Channel; By End Use; By Region; Segment Forecast, 2023 - 2032

  • Published Date:Mar-2023
  • Pages: 116
  • Format: PDF
  • Report ID: PM3074
  • Base Year: 2022
  • Historical Data: 2019-2021

Report Outlook

The global action figures market was valued at USD 8.28 billion in 2022 and is expected to grow at a CAGR of 8.3% during the forecast period. Some of the attributes that are expected to drive market growth over the study period include the rise in the number of kids in urban settings, working women with high disposable income & the advantages of toys & video games for children ’s learning & development. The market is expanding rapidly as a result of factors like the widespread use of mobile and online gaming and the switch from physical to digital software delivery.

Action Figures Market Size

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Additionally, Chess, Chutes & Ladders, and Exploding Kittens are just a few of the popular board games that are seeing a resurgence at home. In addition, a significant part of the product's rise has been attributed to the introduction of numerous novel and distinctive puzzles. In January 2021, A deck of playing cards called "The Mandalorian" was released by Theory11 and Star Wars. IG-11, Baby Yoda, Moff Gideon, Mando, and Cara Dune are just a few of the characters from the show who are depicted on the Aces, Jokers, and court cards of the premium deck, which has exclusive artwork on each card. Therefore, the increase in indoor playing games is accelerating the growth of the action figures market.

Further, accelerating the market's growth is the increased consumer knowledge of action figure toys via tablets, phones, and social media platforms. The adoption of social media has altered both consumer behavior as well as business operation processes. Organizations are focusing on social & digital marketing, and brand awareness to boost sales.

In addition, the major players are also focusing on the rising funding for action figures products is boosting the growth of the market over the forecast period. For instance, in August 2022, A New York-based product design firm is creating an action figure of the president of Ukraine. Less than two weeks ago, FCTRY started a Kickstarter effort to raise money for their production. In just three hours, it reached its USD 30,000 funding target, and it has now raised more than USD 120,000. However, one significant element impeding the market's development is children's growing reliance on online games.

The coronavirus outbreak that swept throughout the world had a significant influence on the international economy. Many countries throughout the world issued lockdown orders to halt the coronavirus from spreading. This harmed the action figure industry's growth, supply networks, and channels of distribution. However, the pandemic boosted toy sales on numerous e-commerce platforms, and this source is also anticipated to boost demand for these products over the projection period.

Action Figures Market

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Industry Dynamics

Growth Drivers
The demand for personalized action figure toys is expanding globally, which forces producers to focus more on product innovation. It is also expected that future product developments, such as toys equipped with cutting-edge technologies like GPS trackers and detectors, would contribute to increasing product demand. For instance, in July 2022, Hasbro, Inc., and Formlabs announced a partnership to provide 3D-printed action figures that can be personalized.

The Hasbro Selfie series is the name of the project. People may create a six-inch action figure with their face using personalization technology, which makes use of Formlabs 3D printers. With the help of the partnership, fans can now produce customized action figures based on characters from popular TV shows, movies, and comic books. The relationship is currently transitioning from prototype to final product manufacture. This is anticipated to quicken market expansion.

Further, the traditional gaming market is facing stiff competition from the new trend of cloud gaming. The idea of cloud gaming has changed owing to recent advancements in cloud technology. For instance, in October 2021, the French video game developer Ubisoft announced that the first-person shooter game Far Cry 6 would be available worldwide. Before the pandemic, board games enjoyed a devoted following, with around a thousand board game cafes opening all over the world. Thus, the advancement in technology is driving the growth of the market over the forecast period.

Report Segmentation

The market is primarily segmented based on type, end-use, distribution channel, and region.

By Type

By End-Use

By Distribution Channel

By Region

  • Superheroes
  • Anime Characters
  • Movie Characters
  • Others
  • Up to 8 Years
  • 9 - 15 Years
  • 15 Years & Above
  • Offline
  • Online
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Netherlands, Spain, Russia)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia, South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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The up to 8 Years segment is expected to witness the fastest growth

Due to the rising popularity of superheroes, children up to the age of eight are requesting action figures increasingly regularly. Furthermore, the desire to raise children's intelligence quotients (IQ) from a young age is driving up demand for educational toys in the up to 8 years category. Due to this, the market growth could pick up during the projection period.

The superheroes segment industry accounted for the highest market share in 2022

During the projection period, it is anticipated that the growing popularity of Marvel series superheroes among kids would fuel a global increase in demand for superhero action figure toys. Psychologists argue that the appeal of superhero plays for kids is that pretending to be superheroes gives them a level of power, control, and independence that kids do not have in a world where parents and teachers are in charge. At their finest, superhero origin stories motivate us and offer examples of how to deal with hardship, find meaning in tragedy and loss, identify our skills, and put them to good use. Superhero figurines are moreover made from materials of the highest quality and are renowned for their excellent finish and alluring appearance; this is projected to spur market growth throughout the forecast period.

The Online segment industry accounted for the largest market share in 2022

The online segment is anticipated to grow with the largest market share. Companies are focusing on online platforms to sell their products by setting up online stores and selling goods through the e-commerce sites such as Amazon, Walmart Online, and eBay, among many other regional facilities. Children were compelled to stay at home during lockdowns and looked for toys and activities online. Due to this, the market growth could pick up during the projection period.

Additionally, to better match customer expectations and increase profit margins, manufacturers are developing shopping websites after realizing the potential of the internet channel. Due to this, market growth is accelerating during the anticipated timeframe.

Additionally, the highest market share was provided by the offline market. The reasons projected to drive market expansion include improved consumer product visibility, simple access, and instant availability due to the organized offline retail sector's structure. Furthermore, it is predicted that during the forecast period, the quickly expanding structured offline distribution channel in emerging nations like China, India, and Japan would further accelerate market expansion.

North America dominates the market share in 2022

North America held the majority of the market for action figures due to the increased popularity of superheroes and anime characters among youngsters in this region. The major players in the market are focusing on various strategies such as product launches, expansion investment, mergers and acquisitions, and partnerships among others are driving the growth of the market over the forecast period. For instance, in August 2022, the LEGO Group agreed on the official opening of a 33,850 m2 extension at its Monterrey factory. The development is a part of a USD 500 million investment in the facility to boost the production capacity of action figures to fulfill the long-term, rising demand in America and even beyond.

The regional market is also anticipated to grow as a result of the increased demand for action toys created to order. The market growth is anticipated to be further boosted by the rising toy sales through e-commerce platforms in North American nations.

The fastest CAGR is anticipated to occur in Asia Pacific. The rising demand for action toys in nations like China, Japan, and India is responsible for this expansion. Additionally, it is anticipated that during the projected period, these countries' increased disposable income levels and raised living standards will increase product demand.

Competitive Insight

Some of the major players operating in the global action figures market include Bandai Namco Holdings, Diamond Select Toys, Good Smile Company, Hasbro Inc., JAKKS Pacific, KOTOBUKIYA, Mattel Incorporation, McFarlane Toys Corp., National Entertainment Collectibles Association, Playmates Toys, Square Enix Holdings, Spin Master Corporation, and LEGO Group.

Recent Developments

  • In September 2022, The Jim Henson Company and Boss Fight Studio, makers of beloved action figures and toys, teamed up to produce action figures based on the Fraggle Rock universe. The latest in a long line of pop culture memorabilia from Boss Fight Studio, the new deal was negotiated by FanGirl Consulting.

Action Figures Market Report Scope

Report Attributes


Market size value in 2023

USD 8.95 billion

Revenue forecast in 2032

USD 18.40 billion


8.3% from 2023 – 2032

Base year


Historical data

2019 – 2021

Forecast period

2023 - 2032

Quantitative units

Revenue in USD billion and CAGR from 2023 to 2032

Segments Covered

By Type, By End-Use, By Distribution Channel, By Region

Regional scope

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

Key Companies

Bandai Namco Holdings Inc., Diamond Select Toys, Good Smile Company, Inc., Hasbro Inc., JAKKS Pacific, Inc., KOTOBUKIYA CO., LTD., Mattel Incorporation, McFarlane Toys Corp., National Entertainment Collectibles Association, Playmates Toys Ltd., Square Enix Holdings Co, Ltd, Spin Master Corporation, and The LEGO Group.


Key companies in action figures market are Bandai Namco Holdings, Diamond Select Toys, Good Smile Company, Hasbro Inc., JAKKS Pacific, KOTOBUKIYA, Mattel Incorporation, McFarlane Toys Corp., National Entertainment Collectibles Association.

The global action figures market expected to grow at a CAGR of 8.3% during the forecast period.

The action figures market report covering key segments are type, end-use, distribution channel, and region.

Key driving factor in action figures market are increasing number of online retail stores has increased affordability-related benefits

The global action figures market size is expected to reach USD 18.40 billion by 2032.