Analysis of the Action Figures Market by Material, Type, End-user, and Region 2025 to 2035

Action Figures Market Outlook from 2025 to 2035

The market for action figures is expected to rise significantly between 2025 and 2035 as a result of growing franchise branding, nostalgia-driven purchases, and consumer demand for collectibles. The market is expected to increase at a compound annual growth rate (CAGR) of 8.9% from USD 10.6 billion in 2025 to USD 24.7 billion by 2035.

Market Forecast

Attributes	Details
Industry Size (2025E)	USD 10.6 billion
Industry Value (2035F)	USD 24.7 billion
CAGR (2025 to 2035)	8.9%

Notable Insights

• Franchises Rule:
  • Blockbuster franchises (Marvel, DC, Star Wars) and streaming hits (Stranger Things) drive demand. For example, Hasbro’s Marvel Legends line saw a 20% sales surge post- Avengers: Endgame.
  • Anime expansion (e.g., Demon Slayer, My Hero Academia) boosts Bandai’s sales in Asia and globally.
• Nostalgia & Collectability:
  • Adult collectors (30% of market) fuel premium/limited editions. Funko’s Pop! Vinyls and Hot Toys’ high-end figures exemplify this trend.
• Technology Integration:
  • AR-enabled figures (e.g., Pokémon Terrarium) and app-connected toys (Hasbro’s Selfie Series) blend physical and digital play.

Segment-Wise Analysis

Plastic Dominates the Action Figures Market

Manufacturers continue to favor plastic as the primary material for action figures due to its durability, affordability, and moldability. Plastic action figures dominate the market because they offer lightweight, detailed designs and cost-effective production.

Leading brands like Hasbro, Mattel, and Bandai use high-quality PVC and ABS plastics to ensure flexibility, color retention, and detailed craftsmanship. These materials enable manufacturers to produce intricate designs while keeping costs low, making action figures accessible to both casual buyers and serious collectors.

Plastic action figures also benefit from mass production, allowing companies to create large quantities without compromising quality. The rise of 3D printing and advanced molding technologies has further improved precision and customizability, enabling brands to introduce limited-edition figures and collector’s items with enhanced detailing.

While plastic action figures dominate, concerns over sustainability push companies toward eco-friendly alternatives. Manufacturers now explore biodegradable plastics and recycled materials to meet consumer expectations for environmentally friendly collectibles. As sustainability gains importance, brands that incorporate eco-conscious materials may gain a competitive edge in the market.

Superhero Action Figures Lead Market Sales

The superhero action figure segment continues to dominate as global franchises like Marvel, DC, and independent comic book publishers expand their fan base. Superhero figures attract both children and adult collectors, fueling market growth through merchandising, movie tie-ins, and exclusive releases.

Consumers actively purchase superhero figures inspired by blockbuster movies, TV shows, and comic books. Popular characters such as Spider-Man, Batman, and Iron Man consistently rank among the best-selling action figures worldwide. Leading brands capitalize on superhero franchises by introducing collectible editions, special accessories, and battle-ready versions.

Toy manufacturers also boost sales through crossover collaborations and limited-edition releases. For example, companies partner with movie studios and video game developers to launch special edition superhero action figures featuring in-game armor, rare costumes, or alternate universe designs.

In addition, the superhero action figure market benefits from nostalgic appeal, with retro-style reissues and anniversary editions driving collector interest. Many adults reconnect with childhood favorites, leading to increased demand for premium, highly detailed superhero figures with interchangeable parts and dynamic poses.

Online Sales Dominate the Action Figures Market

The online distribution channel surpasses offline sales as e-commerce platforms, specialty toy websites, and direct-to-consumer sales become the preferred shopping method for action figure collectors.

Consumers prefer online shopping because they gain access to a wider variety of figures, pre-order exclusive editions, and compare prices easily. Amazon, eBay, Big Bad Toy Store, and Japanese import sites dominate online sales, offering rare figures, international shipping, and auction-style buying options.

Toy manufacturers also leverage social media marketing, influencer collaborations, and unboxing videos to drive online engagement. Live-streamed product launches, Kickstarter-backed limited editions, and collector forums further enhance the online shopping experience.

Subscription-based services and monthly figure boxes also gain popularity as collectors subscribe to exclusive mystery figures and themed action figure bundles. These services create excitement and boost sales through anticipation-driven marketing.

Country wise Analysis

United States

Key Players: The USA market is dominated by global toy giants. Companies like Hasbro and Mattel lead in action figures, alongside others such as LEGO, Playmates Toys, Jakks Pacific, Bandai Namco, and Spin Master, which collectively command significant market share​

These firms produce figures for top franchises (Marvel, Star Wars, etc.), and specialty manufacturers (e.g. McFarlane, NECA) cater to collector niches.

Overall Sentiment: Consumer interest is robust, fueled by nostalgia and blockbuster entertainment. Many adults who grew up in the 1980s-90s “golden age” of action figures have returned as collectors seeking classic characters (Star Wars, G.I. Joe, Transformers), prompting re-releases of vintage-style figures and premium collectibles​

Simultaneously, the ongoing rise of superhero movies and streaming series (Marvel, DC, Star Wars) introduces fresh characters that drive up demand for figures​

The audience has broadened to both kids and adults, with firms offering budget-friendly toys for children and highly detailed editions for collectors, keeping overall sentiment and demand strong​

Regulatory Process: USA toy manufacturers and importers must comply with stringent safety regulations. The Consumer Product Safety Improvement Act (CPSIA) imposes strict limits on lead content, phthalates (plastics chemicals), and mandates adherence to ASTM F963 toy safety standards​

All action figures for children undergo third-party testing and certification to meet these federal safety requirements. Regulations also require clear choking-hazard labels for small parts and have standards for toys that resemble weapons (e.g. toy guns must have bright markings). These measures ensure products are safe and maintain consumer trust.

Opportunities: Innovation and pop-culture trends create growth avenues. Tech integration is rising - for example, NFC-enabled figures and augmented reality apps (like Nintendo’s Amiibo series) blend physical toys with digital content. Manufacturers are using advanced design technology to improve durability, articulation, and lifelike detail, making figures more appealing to collectors​

United Kingdom

Key Players: The UK action figure market features many of the same global players. Mattel and Hasbro are leading brands, with LEGO, Spin Master, and Bandai Namco (via its UK subsidiaries) also holding strong positions​

These companies dominate popular lines from superheroes to movie tie-ins. A notable local contender is Character Options (known for licensed figures like Doctor Who), though the market is largely driven by international brands and licenses. Retail distribution often runs through major chains (e.g. Smyths, The Entertainer) that carry these top brands.

Overall Sentiment: Despite recent economic pressures, sentiment is positive due to a growing adult fanbase and enduring popularity of licensed toys. The UK has seen the rise of “kidults” - collectors aged 12 and up - now making up nearly 29% of toy industry value​

In 2023, this kidult segment reached £1 billion, with action figures among the favored categories for older collectors​.

Consumers are enthusiastic about figures tied to blockbuster franchises (Marvel, Star Wars, Harry Potter), and UK retailers report solid demand for limited-edition and retro figures appealing to nostalgia. Notably, licensed toys are a bright spot - the UK’s licensed toy sales grew +4% in 2023 (outpacing the EU average) and now account for about a third of the market​, indicating strong fan engagement with action figure merchandise.

France

Key Players: France’s action figure market is served by major international toy companies. Hasbro and Mattel (with their extensive portfolio of superhero, movie, and gaming figures) are prominent, as are Bandai Namco (which has a strong presence through anime-related toys) and Spin Master. Construction toy giant LEGO also competes via its minifigure-driven sets. These global players dominate shelves across France​

In addition, French consumers have access to European brands like Playmobil (Germany) and local specialty brands for collectibles. However, domestic French companies in the action figure space are relatively few - instead, French retailers rely on distributing popular USA and Japanese character merchandise, often localized with French language packaging and marketing.

Consumer sentiment in France is mixed but with bright spots in collectibles. Economic strains in 2023 led to an overall -5% dip in toy sales​ and the action figure category saw a decline as some families cut discretionary spending. However, the adult collector trend is gaining momentum in France as well - the kidulte (kidult) phenomenon is recognized, with more teenagers and adults buying figurines for themselves.

Notably, collectible vinyl figures (like Funko Pop!) have been booming: Funko became the #1 action figure manufacturer in the EU5 region, and in France its sales were up +13% year-to-date in 2023 even as the total French toy market was down about 4%​

This indicates strong niche enthusiasm that offsets broader market softness. Popular culture conventions (Japan Expo, Comic Con Paris) also reflect high demand for anime and game character figures among French fans. Overall, while parents’ spending on kids’ toys has been cautious, France’s community of collectors and pop-culture enthusiasts keeps the action figure segment lively, with innovation and nostalgia driving interest.

Germany

Key Players: Germany’s action figure market is influenced by both global and local players. Major international brands Hasbro and Mattel are top contributors, offering a wide range of figures (from Marvel and Star Wars by Hasbro to Mattel’s licenses like Jurassic World). Collector-oriented brands like NECA (known for highly detailed figures from movies and games) also have a significant following in Germany​

German toy companies play a role primarily in niche segments - for example, Schleich (Germany) produces hand-painted figurines including superheroes and fantasy characters, and Playmobil (a German brand) provides poseable figures in themed playsets (though not articulated “action figures” in the traditional sense, they compete in the figures category). Overall, the market is vibrant with a mix of imports and domestic products, but it’s largely dominated by the big global franchises and their manufacturers​

German consumers have a strong interest in collectibles and character merchandise, making sentiment generally positive​.

Nostalgia is a driving factor - many Germans seek figures of beloved characters from classic movies, TV shows, comics, and video games. As a result, action figures in Germany are often seen not just as kids’ toys but as collectible items for teens and adults. Popular franchises like Marvel, DC Comics, Star Wars, and various anime series enjoy a large fanbase, and figures from these universes are highly sought-after​

The enduring desire to connect with familiar characters has kept demand steady. In 2023, like elsewhere in Europe, Germany’s toy sector faced a downturn (around -5%), which affected traditional toy sales​

Even so, the action figure segment benefits from Germany’s “collector culture” - evident in thriving comic-cons (e.g. Comic Con Stuttgart) and hobby expos. Limited-edition releases and high-quality imports tend to sell well among enthusiasts. In sum, industry sentiment in Germany regards action figures as a stable and growing collectibles segment, buoyed by devoted fans, even if children’s sales fluctuate with trends.

Japan

Key Players: Japan’s action figure industry is dominated by domestic toy powerhouses and established global franchises. The top two companies in the Japanese toy market are Bandai Namco and Takara Tomy, which accordingly lead in action figures as well​

Bandai Namco produces a vast array of figures (from Gundam and Dragon Ball to Kamen Rider and Ultraman), leveraging its many anime and game licenses. Takara Tomy (Tomy) is known for Transformers (co-produced with Hasbro), Pokémon toys, and other character figures. Other notable players include Kaiyodo, Good Smile Company, and Kotobukiya - these smaller firms focus on high-detail collector figures and model kits, especially for anime, and enjoy strong fan followings domestically and abroad.

While international brands like Hasbro and Mattel have a smaller direct footprint in Japan, their products (e.g. Marvel Legends or Barbie dolls) often enter the market through local distribution partnerships. Overall, Japanese companies largely drive the market with homegrown intellectual properties and a reputation for quality and innovation in figure design.

Overall Sentiment: In Japan, action figures are a staple of pop culture, and sentiment is very positive. The country has a deeply rooted otaku collector culture, where teens and adults enthusiastically collect figures from anime, manga, and video games. This makes action figures not just children’s toys, but prized collectibles at all ages. Iconic Japanese franchises (like Gundam, One Piece, Evangelion) consistently fuel demand for new figures and model kits.

Consumers in Japan expect high craftsmanship - highly articulated “figma” figures, poseable mecha robots, and detailed scale figures are popular. The market is also dynamic: trends can surge with hit anime (for example, a breakout series like “Demon Slayer” leads to sell-out character figures).

Overall industry sentiment remains innovative; companies frequently release new editions and crossover collaborations. While Japan’s shrinking child population is a long-term concern for toy sales, the void is offset by adult hobbyists. The result is a stable or growing interest in action figures. In fact, the anime character figure segment is booming - even outpacing traditional superhero toys - reflecting how domestic and global fans alike are focusing on Japanese IPs​

South Korea

South Korea’s action figure market is smaller and more niche, with a mix of local and international players. The leading domestic toy company is Young Toys Inc., known for creating its own animated IPs and toy lines. Young Toys produces the popular transforming robot car series TOBOT, along with other characters like Kongsuni and Secret Jouju, and has been a flagship South Korean toy maker since 1980​.

These homegrown action toys (especially Tobot, which has sold over 17 million units globally​ cater to young children and compete with foreign brands. Otherwise, the market is heavily influenced by imports: global brands such as Bandai (for Gundam models and anime figures), Hasbro (Marvel, Transformers via local distributors), and Mattel (e.g. WWE figures) have a strong presence through partnerships or importers.

Niche Korean companies and hobby shops import Japanese and USA collectible figures to serve adult fans. Overall, the market lacks a multitude of domestic action-figure-specific manufacturers; instead, it relies on a few key local players and the availability of popular foreign products in retail and online stores.

Overall Sentiment: Consumer sentiment in South Korea’s action figure segment is moderate but gradually growing. Traditionally, Korean parents have prioritized educational toys, tech gadgets, and video games over action figures, so the category for children is smaller compared to Western markets. Nonetheless, the popularity of global franchises (Marvel superheroes, K-pop influenced characters, etc.) and Japanese anime has cultivated a dedicated fan following.

There’s an emerging collector community in Korea - for instance, enthusiasts of Japanese anime figures or limited-edition collectibles are increasingly visible, with specialty shops in Seoul and Busan catering to them. Overall toy industry data shows growth (the Korean toys & games market grew ~8% annually from 2017 to 2022)​ but action figures remain a niche within that.

Many Korean consumers view action figures as collectibles or display pieces rather than playthings, and there’s a positive sentiment towards high-quality figures (often imported). Cultural trends like the Korean Wave (Hallyu) could also play a role; while not yet common, we see potential interest in figures of Korean game characters or even K-pop idols. In summary, sentiment is cautiously positive - not a mainstream hobby for all ages yet, but fan-driven demand is on the rise.

Australia

Australia’s action figure market is relatively small in absolute terms, but it features a strong presence of international brands and a notable local company. Hasbro and Mattel are dominant through their global product lines (Marvel, Star Wars, Barbie, etc.), often distributed by local partners.

Spin Master and Bandai products (like Paw Patrol or Gundam models) also reach Australian shelves. Uniquely, Australia is home to Moose Toys, an Australian-owned toy company known internationally for hits like Shopkins and Heroes of Goo JitZu (a line of stretchy action figures popular with kids)​

Moose’s success in categories like collectibles and action-driven figures has made it a significant player, showing that homegrown brands can thrive. Retail in Australia is concentrated in chains like Big W, Kmart, and Target, which stock these key brands, as well as hobby shops that cater to collectors with imports (e.g. NECA, McFarlane figures from the US). In summary, global franchises largely drive the Australian action figure market, with Moose Toys adding local innovation and flair.

Consumer sentiment in Australia around action figures is fairly positive, though the market is niche. Australian children and collectors generally enjoy the same blockbuster franchises as UK/USA audiences - Marvel superheroes, Star Wars, and gaming/anime characters all have fan followings down under.

Per capita spending on toys in Australia has historically been high (reflecting the country’s relatively affluent economy and gift-giving culture), which benefits action figure sales. That said, the overall toy market in recent years saw a slight slump during 2021 to 2023, followed by a rebound in 2024​.

Key Player Archetypes in the Action Figures Market

Manufacturers

Role: Design, produce, and market action figures.

Functions

• Product development (sculpting, engineering, packaging).
• Licensing partnerships for branded content.
• Mass production and quality control.
• Marketing and distribution coordination.

Market Focus

• Kids: Affordable, durable toys (e.g., Hasbro’s Transformers).
• Collectors: High-end, detailed figures (e.g., Hot Toys’ Marvel Cinematic Universe line).
• Licensed IPs: Collaborations with film/TV franchises (e.g., Mattel’s Jurassic World).

Examples

• Hasbro (mainstream, licenses like Star Wars).
• McFarlane Toys (collector-focused, e.g., DC Multiverse).
• Bandai (anime figures, e.g., Dragon Ball Z).

Raw Material Suppliers

Role: Provide base materials for production. Functions:

• Supply plastics, resins, metals, and paints.
• Ensure cost-efficiency and material safety compliance.

Market Focus

• Bulk suppliers for mass-produced toys.
• Eco-friendly materials for sustainable brands.

Examples

• Dow Chemical (plastics/polymers).
• Sherwin-Williams (non-toxic paints).
• Mondi Group (recyclable packaging).

Specialized Suppliers

Role: Deliver niche components enhancing product value. Functions:

• Provide electronics, articulation joints, or premium finishes.
• Support custom features (e.g., LED lights, voice modules).

Market Focus

• High-end collectibles (e.g., light-up lightsabers).
• Customizable/3D-printed parts for indie brands.

Examples

• Prolight (LED systems for light-up features).
• Kotobukiya (articulated joints for posable figures).
• Sio Industries (3D-printing resins for prototypes).

Other Stakeholders

• Licensors
  • Role: License IPs for branded figures.
  • Function: Enable use of characters/storylines (e.g., Marvel, Star Wars).
  • Examples: Disney, Warner Bros., Netflix.
• Distributors & Retailers
  • Role: Bridge between manufacturers and consumers.
  • Function: Warehousing, logistics, and sales channels.
  • Examples:
    • Toys R Us (brick-and-mortar).
    • Amazon (e-commerce).
    • Big Bad Toy Store (collector-focused online retail).
• Design Studios/Artists
  • Role: Create sculpts and concept art.
  • Function: Prototype design for manufacturers or indie brands.
  • Examples: Threezero (collaborates with studios for premium figures).
• Crowdfunding Platforms
  • Role: Launch niche/indie projects.
  • Function: Market validation and pre-production funding.
  • Examples: Kickstarter (e.g., Storm Collectibles’ indie projects).

Value Chain Applications

• Licensed Figures: Manufacturers + Licensors (e.g., Hasbro + Disney for Spider-Man).
• Collector Editions: Specialized suppliers enable premium details (e.g., Hot Toys’ die-cast metal parts).
• Eco-Friendly Lines: Raw material suppliers provide biodegradable plastics for brands like Green Toys.

The action figures market continues to grow as demand for collectible toys, licensed characters, and nostalgia-driven purchases rises. Key players in this market focus on high-quality craftsmanship, innovation in materials, and exclusive collaborations with entertainment franchises. The industry thrives on limited-edition releases, high-end figures, and expanding consumer bases, including both children and adult collectors. Companies differentiate themselves through licensing agreements, technological integrations, and fan engagement strategies.

Market Share Analysis by Company

Company Name	Estimated Market Share (%)
The LEGO Group	18-24%
Hasbro	14-20%
Bandai Namco Holdings Inc.	10-16%
Mattel	8-12%
Spin Master	6-10%
Other Companies (combined)	30-40%

Key Company Offerings and Activities

Company Name	Key Offerings/Activities
The LEGO Group	Offers action figures integrated into LEGO playsets and collectibles. Expands franchise partnerships and launches limited-edition minifigures.
Hasbro	Produces Star Wars, Marvel, and Transformers action figures. Invests in digital enhancements and customizable collectibles.
Bandai Namco Holdings Inc.	Specializes in anime and gaming action figures, including Gundam and Dragon Ball. Expands premium collectible product lines.
Mattel	Develops action figures based on classic and modern entertainment brands. Enhances digital play integration with figures.
Spin Master	Creates action figures from TV shows and movies, including PAW Patrol and DC Universe. Leverages augmented reality features.

Strategic Outlook of Key Companies

The LEGO Group (18-24%)

The LEGO Group leads in the collectible minifigure space by integrating action figures within LEGO playsets. The company continuously expands its licensing agreements with entertainment franchises such as Marvel, Star Wars, and DC Comics. LEGO's digital expansion includes augmented reality-based play experiences and customization options for collectors. The company invests in sustainable materials for minifigures, aligning with its eco-friendly initiatives.

Hasbro (14-20%)

Hasbro dominates with its Star Wars, Marvel, and Transformers action figure lines. The company leverages AI-driven customization for limited-edition collectibles and continues to expand its HasLab crowdfunding platform for premium figures. Hasbro strengthens direct-to-consumer sales through exclusive launches and online fan events. The brand also integrates digital connectivity, allowing figures to interact with virtual gaming ecosystems.

Bandai Namco Holdings Inc. (10-16%)

Bandai Namco excels in anime and gaming-related action figures, particularly through its Gundam, Dragon Ball, and One Piece franchises. The company introduces hyper-detailed, poseable figures targeting serious collectors. Bandai Namco expands its presence in Western markets through collaborations with major entertainment properties and increases production of high-end, limited-run collectibles.

Mattel (8-12%)

Mattel continues to innovate in action figures with a focus on brands like Masters of the Universe, Jurassic World, and WWE. The company enhances digital interactions with figures, incorporating mobile apps and AR technology. Mattel’s strategy includes leveraging retro toy revivals and capitalizing on nostalgia marketing to attract adult collectors.

Spin Master (6-10%)

Spin Master specializes in children's action figures with successful franchises like PAW Patrol and DC Universe. The company integrates augmented reality and interactive features, enhancing the play experience for younger audiences. Spin Master strengthens partnerships with global entertainment studios to maintain brand relevance and launches animated series to complement its toy lines.

Other Key Players (30-40% Combined)

Several smaller and niche players contribute to the action figures market. These companies focus on high-end, collectible-grade figures, regional franchise partnerships, and specialty distribution channels. Notable brands include:

• Playmates Toys Ltd.
• JAKKS Pacific Inc.
• Good Smile Company Inc.
• McFarlane Toys
• Diamond Select Toys

Table of Content

1. Executive Summary
2. Market Overview
3. Market Background
4. Global Market Analysis 2020 to 2024 and Forecast 2025 to 2035
5. Global Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Type
   • Superheroes
   • Anime Characters
   • Movie Characters
   • Others
6. Global Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By End-user
   • Up to 5 Years
   • 5 - 10 Years
   • Above 10 Years
7. Global Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Distribution Channel
   • Supermarket/Hypermarket
   • Specialty Stores
   • Online Retail
8. Global Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Region
   • North America
   • Latin America
   • Europe
   • Asia Pacific
   • MEA
9. North America Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Country
10. Latin America Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Country
11. Europe Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Country
12. Asia Pacific Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Country
13. MEA Market Analysis 2020 to 2024 and Forecast 2025 to 2035, By Country
14. Key Countries Market Analysis
15. Market Structure Analysis
16. Competition Analysis
    • Hasbro
    • The LEGO Group
    • Playmates Toys Ltd.
    • JAKKS Pacific, Inc.
    • Mattel
    • Bandai Namco Holdings Inc.
    • Diamond Select Toys
    • Good Smile Company, Inc.
    • Spin Master
    • McFarlane Toys
17. Assumptions & Acronyms Used
18. Research Methodology