Global Bath Fragrance Market Outlook, 2031

The Global Anime and Game Figures Market is a vibrant and rapidly growing segment of the global collectibles industry, driven by the global cultural phenomenon of anime, manga, and video games that has transcended its Japanese origins to become a mainstream cultural force embraced by millions of fans across every continent and demographic group. The market is supported by the steady rollout of major media franchises, with studios and publishers consistently releasing new seasons, films, game titles, and spin-off content that keep fan engagement high and create sustained demand for merchandise, while a growing base of adult collectors driven by nostalgia for the characters and series of their youth is expanding the consumer base and driving demand for premium, high-quality collectibles. This market encompasses a wide variety of figures, including high-quality scale models that are meticulously sculpted and painted to capture every detail of beloved characters, articulated action figures that allow for dynamic posing and play, and blind box collectibles that introduce an element of surprise and gamification to the purchasing experience, all representing characters from popular Japanese anime series, iconic video games, and Western franchises that have achieved global recognition and fan followings. These products serve as a tangible connection for fans to their favorite media, bridging the gap between the screen and the collector's shelf by transforming digital or animated characters into physical objects that fans can display, admire, and interact with, creating a deeper emotional connection to the characters and stories they love.

The market is witnessing a significant shift in both product type and consumer base, with the rise of the adult collector or kidult demographic transforming product design. This demographic, which has higher disposable income, demands high-quality, display-oriented figures with premium detailing, articulation, and exclusive packaging. This trend has led to the proliferation of premium figure lines from companies like Good Smile Company, Alter, and Max Factory, which focus on intricate sculpting and paintwork. Simultaneously, the blind box and mystery packaging format is reshaping consumer behavior by gamifying the purchasing process, creating an exciting unboxing experience that fosters repeat purchases to complete collections. This approach effectively attracts consumers who might otherwise limit spending on standard figures, establishing a high-frequency sales channel independent of media launches, as demonstrated by Pop Mart's significant revenue growth in the mystery box portfolio. The increasing demand for anime and manga collectibles marks a significant shift in the market, with Japanese intellectual properties like Dragon Ball and One Piece generating substantial revenue outside of traditional Western superhero franchises. This cross-border appeal is leading retailers to allocate more shelf space to imported merchandise and driving the global growth of the market, with licensed toy sales growing by 6% in the first half of 2024 compared to the previous year.

Drivers Global Expansion of Anime and Gaming Culture: The widespread availability of anime and video game content through streaming services and digital platforms is a primary driver for the market. As these media formats gain global audiences, the demand for related merchandise, including figures, expands significantly.

Rise of the Adult Collector and kidult Demographic: The growing number of adult collectors with disposable income is a major driver, leading to demand for high-quality, display-oriented figures. This demographic values premium detailing, articulation, and exclusive packaging, encouraging brands to develop sophisticated product lines for older consumers.

Challenges Economic Constraints on Discretionary Spending: Persistent economic pressure on consumer spending is a significant challenge for the market. In an inflationary landscape, collectibles are often viewed as postponeable luxuries, leading to reduced purchase frequency and volume.



High Production Costs and Supply Chain Volatility: The market faces challenges from rising production costs, including materials and logistics, and supply chain disruptions. Manufacturers must balance absorbing these costs or increasing retail prices, which risks a decline in sales volume.

Trends Dominance of Anime and Manga IP: Japanese intellectual properties are increasingly challenging the dominance of Western superhero brands. The global appeal of anime series like Dragon Ball and One Piece drives significant revenue, with retailers allocating more space to imported merchandise.

Popularity of Blind Box and Mystery Packaging: The gamification of purchasing through blind boxes and mystery packaging is a major trend, creating excitement and fostering repeat purchases. This format effectively attracts consumers and establishes a high-frequency sales channel independent of media launches.

The market is segmented by type into resin, clay, and others. Resin figures are the largest and fastest-growing segment, driven by the demand for high-quality, display-oriented collectibles. Resin figures represent the largest and most prestigious segment within the anime and game figures market, driven by the demand for high-quality, display-oriented collectibles that offer superior detail, intricate sculpting, and premium paint applications that transform these figures from simple toys into genuine works of art that command respect and admiration from collectors and casual observers alike. These figures are typically made from polyresin or PVC, materials that allow for exceptional precision in capturing the nuances of character designs from anime and games, enabling sculptors to replicate the most delicate features, from flowing hair and elaborate costumes to complex weapon designs and dynamic action poses that bring characters to life in three-dimensional form. The segment is fueled by the growing kidult demographic, which values craftsmanship and artistry and is willing to pay a premium for collectibles that double as art pieces, seeing them as legitimate investments, decorative objects, and expressions of personal identity and taste. This demographic, comprising adults who maintain a passion for the media of their youth or have developed new interests in anime and gaming as adults, has significant disposable income and is willing to invest in high-end products that offer exceptional quality, limited availability, and the satisfaction of owning something truly special and exclusive. This segment's growth is supported by key manufacturers such as Good Smile Company, Alter, and MaxFactory, who are renowned for their high-quality resin figures and have built reputations for excellence through years of delivering consistently outstanding products that set the standard for the industry, with their limited edition releases often selling out within hours of announcement and commanding premium prices on the secondary market.

The market is further segmented by application into personal and commercial. The personal segment is the largest, driven by individual collectors, while the commercial segment includes use in cafes, exhibitions, and retail displays. The personal segment is the largest end-user of anime and game figures, driven by the passion of individual collectors who build personal collections for display and enjoyment, transforming their living spaces into personal galleries that reflect their tastes, interests, and emotional connections to the characters and stories they love. This segment includes a wide range of consumers, from casual fans who purchase an occasional figure as a memento of a beloved series to dedicated collectors who amass large, curated collections spanning multiple shelves, display cases, and sometimes entire rooms, investing significant time, money, and effort in building, organizing, and maintaining their collections. The primary driver for this segment is the emotional connection fans have with the characters and the satisfaction of owning a physical representation of their favorite media, with many collectors describing their figures as sources of joy, comfort, and inspiration that bring the characters they admire into their daily lives in a tangible, meaningful way. The commercial segment, while smaller, is also significant and growing in importance, encompassing the use of figures for display in cafes, exhibitions, retail stores, theme parks, and promotional events, where they serve as powerful visual attractions that draw customers, enhance thematic environments, and create immersive, engaging experiences that leave lasting impressions on visitors. These applications rely on figures to attract customers, enhance thematic environments, and create engaging experiences that differentiate the space from competitors and provide added value to customers seeking unique, memorable interactions with their favorite characters and franchises. This segment often utilizes larger-scale figures and elaborate dioramas that go beyond simple retail displays, creating fully immersive environments that transport visitors into the worlds of their favorite anime and games, requiring specialized design and manufacturing expertise that goes beyond standard figure production to include set design, lighting, interactive elements, and audio-visual integration.

Asia-Pacific is the largest and fastest-growing market for anime and game figures, driven by the region's cultural heritage, strong manufacturing base, and a large, dedicated collector base. Asia-Pacific stands as the largest and most culturally significant market for anime and game figures, underpinned by the region's deep roots in anime, manga, and game culture, a robust manufacturing base, and a passionate collector community. Japan, in particular, is the epicenter of the industry, home to many of the leading manufacturers like Good Smile Company, Bandai, and Kotobukiya, and setting the trends for design and innovation. The region's strong domestic demand, driven by a large and loyal fanbase, is complemented by significant exports to other regions, solidifying Asia-Pacific's leadership. North America is the second-largest market, characterized by a high adoption rate of anime and game figures, driven by the strong presence of Western pop culture and the growing popularity of Japanese media. The region's large population of adult collectors with high disposable income supports a robust market for premium figures. Europe also represents a significant market, with countries like the UK, Germany, and France having established fanbases and a growing appreciation for anime and game culture. The European market is influenced by a strong tradition of collecting and a growing number of conventions and events that foster community engagement. The rest of the world, including Latin America and the Middle East, is showing gradual growth as anime and gaming culture expands globally, presenting new opportunities for manufacturers and distributors.

In 2025 — A leading manufacturer announced a new premium line of anime figures featuring highly detailed sculpts and advanced paint applications, targeting the growing "kidult" collector market with limited edition releases.

In 2024 — A major retail chain significantly expanded its anime figure section to meet growing demand, highlighting the mainstreaming of anime and game merchandise.

In 2024 — A prominent Japanese IP holder announced new licensing agreements for high-end collectible figures, expanding the availability of official merchandise in international markets.


Considered in this report
• Historic Year: 2020
• Base Year: 2025
• Estimated Year: 2026
• Forecast Year: 2031

Aspects covered in this report
• Global Anime and Game Figures Market with its value and forecast along with its segments
• Various drivers and challenges
• Ongoing trends and developments
• Top profiled companies
• Strategic recommendation

By Type
• Resin
• Clay
• Other

By Application
• Personal
• Commercial