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Action Figures Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global action figures products market was valued at USD 10.5 billion in 2022 and is projected to expand at a CAGR of 7.9% from 2023 to 2030. The market is driven by the increasing popularity of action figures related to popular characters from TV shows, films, and books. Furthermore, the rising penetration of internet and the increasing use of social media is also a key factor driving the growth of the market. According to the Statista, in 2020, the number of social media users worldwide was 3.96 billion, up from 3.48 billion in 2019.
The increasing demand for action figures related to popular characters from films, TV shows, and books is expected to drive the market growth during the forecast period. For instance, in April 2021, Hasbro, Inc., a global toy, and board game company, announced the launch of a new range of action figures related to characters from the popular Marvel films and TV shows. The new action figures feature enhanced articulation and sculpting, with detailed costumes, accessories, and weapons. Furthermore, these action figures are available in various sizes, ranging from 4 to 12 inches.
The increasing popularity of collectible action figures among collectors is also a key factor driving the market growth. In addition, the development of innovative products and new collaborations with popular entertainment franchises is expected to further drive the market growth. For instance, in July 2021, Funko, Inc., a U.S. based pop culture products company, announced a new partnership with Warner Bros. Consumer Products to launch an expansive line of action figures related to the Harry Potter franchise.
The increasing demand for licensed action figures is expected to further fuel the growth of the market. Licensed action figures are those that are based on characters from films, TV shows, and books. Moreover, the availability of these products through e-commerce platforms is also providing a major boost to the market growth. The growth of the e-commerce industry has enabled consumers to purchase action figures conveniently and at competitive prices, which is further expected to accelerate market growth in the coming years.
Product Insights
The collectible figures segment accounted for the largest market share of around 43.2% in 2022. The growing trend of collecting action figures, especially among the younger generation, has been driving the demand for action figures globally. According to an article published by The Guardian, in April 2020, the global toy market was valued at USD 86 billion in 2019. Moreover, the increasing popularity of the superhero genre across the world is expected to fuel the demand for action figures. Moreover, the rising popularity of online gaming and the entertainment industry is creating tremendous opportunities for the action figures market growth.
The playsets/accessories segment is projected to register the fastest CAGR of 7.3% during the forecast period. Growing popularity of action figures among kids and the emergence of various playsets and accessories at affordable prices are some of the key factors driving the market. In addition, increasing marketing and promotional activities and collaborations between action figures manufacturers and gaming companies are further bolstering the market growth.
Distribution Channel Insights
The supermarkets and hypermarkets segment accounted for the largest share of the action figures market in 2022, with a share of over 44.1%. The growth of the segment is mainly attributed to the increasing number of supermarkets & hypermarkets in different countries. These stores provide customers with a wide range of action figures products so they can easily compare and select the desired product. Furthermore, the presence of supermarkets & hypermarkets in every region, along with the convenience and trust they provide, is driving the segment growth.
The online segment is expected to register the highest CAGR of 13.1% over the forecast period. The rising penetration of the internet and the increasing adoption of smartphones, tablets, and laptops are driving the segment growth. In addition, the growing popularity of online shopping among consumers is further expected to fuel the segment growth. Furthermore, the increasing number of online retailers, such as Amazon and eBay, are offering a wide range of action figures products with discounted prices, which is attracting more consumers to purchase products online.
Type Insights
The mass segment accounted for the largest revenue share of 60.1% in the year 2022. The increasing trend of online gaming and e-sports has created a large base of potential customers for action figures. Moreover, the growing trend of purchasing collectables such as action figures as a form of entertainment has been a major factor in the rising demand for mass products. Additionally, the presence of a strong distribution network, with the majority of products being sold through e-commerce channels, has enabled easy access to the mass segment.
The premium segment is expected to expand at the highest CAGR of 10.2% over the forecast period. The rising popularity of comic conventions and pop culture events has been a major factor in the demand for premium action figures. Furthermore, the demand for limited-edition and custom-made figures has been on the rise, as consumers are seeking unique and exclusive items. Moreover, increasing efforts by manufacturers to create high-quality and detailed figures have been a major factor in the growth of the premium segment.
Regional Insights
Asia Pacific is dominating the global market and is expected to maintain its leading position throughout the forecast period. This is due to the presence of numerous prominent manufacturers in the region, such as Bandai, Takara Tomy, and Jakks Pacific, which are focusing on innovation and product differentiation to capture a larger share of the market. Moreover, increasing disposable incomes and rapid urbanization in countries such as China, India, and Japan are further expected to drive the growth of the market in this region.
North America is expected to witness the second-fastest growth in the coming years. The increasing popularity of video games, comic books, and superheroes are the major factors driving the growth of the market in the region. For instance, in April 2022, Hasbro introduced a new line of action figures for Marvel’s Avengers. The new range of action figures includes the Black Widow and Iron Man characters.
Financial Projections
In this part of the action figures products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for the action figures business. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main source of revenues for an action figures business comes from the sale of action figures toys and merchandise. Other sources of income could include licensing and royalties from third-party brands, crowdfunding campaigns, and the sale of limited edition action figures.
Projecting Expenses
In this section, all the regular expenses related to keeping the action figures business running will be described. The list of operating expenses includes the cost of purchasing action figures, marketing and advertising expenses, rental fees, wages, and other overhead costs. Additionally, research and development costs will need to be allocated for creating new products.
Key companies & market share insights
Some of the key companies operating in the action figures market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In April 2022, Hasbro Inc. launched a new line of Marvel action figures.
– In June 2022, Mattel Inc. launched a new series of DC action figures.
– In September 2022, Bandai Co. Ltd. launched a new line of Star Wars action figures.
Some of the prominent players in the action figures market include:
– Hasbro Inc.
– Mattel Inc.
– Bandai Co. Ltd.
– Jakks Pacific, Inc.
– Spin Master Ltd.
– Tomy Company Ltd.
– McFarlane Toys
– Global Holdings Group
– Blip Toys
– Playmates Toys
Global Action Figures Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global action figures products market based on material, distribution channel, product type, and region:
1. Material Outlook (Revenue, USD Million, 2017 – 2030)
– PVC
– ABS
– Vinyl
– Others
2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Others
3. Product Type Outlook (Revenue, USD Million, 2017 – 2030)
– Collectibles
– Toys
– Others
4. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What is the size of the Action Figures market?
[A]: The global action figures market size was valued at USD 6.98 billion in 2019 and is expected to expand at a compound annual growth rate (CAGR) of 4.3% from 2020 to 2027.
[Q]: What are the factors driving the action figures market?
[A]: The increasing interest of children, adolescents, and adults in action figures is driving the growth of the market. Moreover, the surge in the number of fans of superhero movies and television series and the growing popularity of comic conventions, toy fairs, and other events related to action figures are providing additional impetus for the growth of the market.
[Q]: Who are the key players in the Action Figures market?
[A]: The key players in the action figures market include Hasbro, Inc., Mattel, Inc., Jakks Pacific, Inc., MEGA Brands Inc., McFarlane Toys, Takara Tomy Co., Ltd., and Spin Master Corp.
[Q]: Which region offers the largest opportunity for sales of action figures?
[A]: North America is expected to be the most lucrative regional market for action figures, driven by the presence of several key players in the region and the increasing demand for action figures from countries such as the U.S. and Canada.
[Q]: What trends are expected to shape the action figures market?
[A]: The growing popularity of action figures based on popular characters from movies, television shows, video games, and comics is expected to shape the market in the years to come. In addition, the emergence of artificial intelligence (AI) and augmented reality (AR) in the action figures market is expected to propel the growth of the market in the near future.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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