The global action figures market size was estimated at USD 8.27 billion in 2022 and is projected to reach USD 16.02 billion by 2030, growing at a CAGR of 8.6% from 2023 to 2030. This growth is primarily driven by the expansion of the middle class and the increasing target population worldwide, both of which contribute to higher demand for toys, including action figures.

The rising popularity of cartoon programs and action films significantly boosts the market for action figure products, as these media inspire children and collectors alike to purchase related merchandise. In addition, the increasing awareness and promotion of action figure toys through tablets, smartphones, and social media platforms is accelerating market growth, making it easier for consumers to discover and purchase these products.

The global economy was severely impacted by the COVID-19 pandemic, which resulted in lockdowns across many countries to contain the virus. This disruption negatively affected supply chains, distribution channels, trade, and overall growth of the action figure industry. However, the pandemic also boosted toy sales through e-commerce platforms, as consumers turned to online shopping, creating a new avenue for revenue generation. This trend is expected to continue contributing to market growth throughout the forecast period.

Furthermore, the increasing number of children under 15 years of age globally is expected to further accelerate demand for toys, thereby propelling the market for action figures. According to the United Nations – Population Division (2022), the total number of children under 15 has grown significantly, from 0.87 billion in 1950 to around 2 billion in 2021, highlighting a substantial target consumer base that is anticipated to drive sales of action figure products.

Additionally, there is a growing demand for customized action figure toys worldwide, which encourages manufacturers to focus on product innovation. Future advancements, such as toys equipped with cutting-edge technologies like GPS trackers and sensors, are expected to enhance product appeal and drive consumer demand. These innovations are likely to further accelerate market growth, as consumers increasingly seek interactive, tech-enabled, and personalized action figure experiences.

Key Market Trends & Insights:

• The North America region dominated the global action figures market, accounting for a share of around 40.0% in 2022. This leadership is largely driven by the high disposable income of consumers, strong brand presence of leading action figure manufacturers, and the popularity of superhero franchises and entertainment media that resonate with children and collectors in the region.

• In contrast, the Asia Pacific region is expected to experience the fastest growth, with a CAGR of 9.7% from 2023 to 2030. The rapid growth in this region is attributed to the expanding middle-class population, increasing consumer awareness, rising digital engagement, and growing popularity of animated shows and action films, all of which contribute to higher demand for action figures.

• By type, the superheroes segment dominated the market in 2022, holding a share of above 45.0%. The segment’s dominance can be attributed to the global appeal of superhero movies, comic books, and related media, which inspire children and collectors to purchase action figures representing their favorite characters. Superhero figures are often marketed with advanced features, accessories, and collectibles, further increasing their popularity.

• By end-user age group, the 9–15 years segment led the market in 2022, accounting for a share of more than 55.0%. Children within this age group are the most active consumers of action figures, as they are highly engaged with cartoons, movies, and games that often feature characters available as collectible toys. This demographic’s interest in imaginative play, social sharing, and gaming further drives the demand for action figures.

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Market Size & Forecast:

• 2022 Market Size: USD 8.27 Billion

• 2030 Projected Market Size: USD 16.02 Billion

• CAGR (2023-2030): 8.6%

• North America: Largest market in 2022

• Asia Pacific: Fastest growing market

Key Companies & Market Share Insights:

The action figures market is characterized by the presence of a combination of established global players and emerging new entrants. This competitive environment encourages companies to continuously innovate and expand their offerings to capture a larger share of the growing market. Many leading players are increasingly focusing on the rising trend of action toys, recognizing the growing consumer interest in collectible and interactive toys driven by media, entertainment, and digital engagement.

To maintain and strengthen their market share, companies are diversifying their product portfolios and service offerings, incorporating advanced features, technology, and customization options to appeal to a broader audience. For example, in August 2022, The LEGO Group announced the official opening of a 33,850 m² expansion at its factory in Monterrey. This expansion is part of a USD 500 million investment aimed at increasing production capacity to meet the growing long-term demand for LEGO products, both in America and across global markets. Initiatives like this highlight how major players are strategically investing in infrastructure, production, and innovation to remain competitive and respond to increasing consumer demand for high-quality action toys.

Key Players

• 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

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Conclusion:

The action figures market is expected to grow substantially through 2030, driven by rising demand from younger consumers and expanding target populations, as well as increasing popularity of media franchises and content that spur demand for character based toys. Digital awareness and e commerce have made action figures more accessible globally, helping offset earlier disruptions in supply and distribution. As demand grows — especially among children and avid collectors — the market is likely to see continued innovation, customization, and diversification of products, securing action figures’ role as a major segment of the global toy and collectibles industry.