The Europe Anime Figures And Action Toys Market is expected to witness market growth of 8.7% CAGR during the forecast period (2025-2032).
The Germany market dominated the Europe Anime Figures And Action Toys Market by country in 2024, and is expected to continue to be a dominant market till 2032; thereby, achieving a market value of $398.2 million by 2032. The UK market is exhibiting a CAGR of 7.7% during 2025-2032. Additionally, the France market is expected to experience a CAGR of 9.4% during 2025-2032.
Adoption of anime figures and action toys has surged in recent years, driven by the global expansion of anime’s fanbase and the increasing accessibility of these products through various distribution channels. Japan, with its deeply rooted otaku culture, has long been the epicenter of this market, where collectors and casual fans alike have embraced these products as an integral part of their engagement with anime and manga. The country’s rich anime heritage, coupled with a strong collector culture, has fostered an environment where limited-edition merchandise and high-quality figures are highly sought after, often selling out rapidly at events like Wonder Festival and Tokyo Comic-Con.
However, the adoption of anime figures and action toys is no longer limited to Japan, as North America, Europe, and Southeast Asia have emerged as significant markets, propelled by the mainstreaming of anime through streaming platforms like Netflix, Crunchyroll, and Amazon Prime. These platforms have introduced anime to millions of new viewers, creating a ripple effect that has boosted demand for related merchandise, particularly among teens and adults who view these figures as valuable collectibles. The rise of e-commerce platforms and international conventions has further facilitated adoption, enabling fans worldwide to access a wide range of products, from affordable miniatures to premium, customizable figures. Collaborations between anime studios and major toy manufacturers have also played a pivotal role in driving adoption, ensuring a steady stream of authentic, character-accurate merchandise that resonates with fans across different demographics.
The Germany market dominated the Europe Anime Figures And Action Toys Market by country in 2024, and is expected to continue to be a dominant market till 2032; thereby, achieving a market value of $398.2 million by 2032. The UK market is exhibiting a CAGR of 7.7% during 2025-2032. Additionally, the France market is expected to experience a CAGR of 9.4% during 2025-2032.
Adoption of anime figures and action toys has surged in recent years, driven by the global expansion of anime’s fanbase and the increasing accessibility of these products through various distribution channels. Japan, with its deeply rooted otaku culture, has long been the epicenter of this market, where collectors and casual fans alike have embraced these products as an integral part of their engagement with anime and manga. The country’s rich anime heritage, coupled with a strong collector culture, has fostered an environment where limited-edition merchandise and high-quality figures are highly sought after, often selling out rapidly at events like Wonder Festival and Tokyo Comic-Con.
However, the adoption of anime figures and action toys is no longer limited to Japan, as North America, Europe, and Southeast Asia have emerged as significant markets, propelled by the mainstreaming of anime through streaming platforms like Netflix, Crunchyroll, and Amazon Prime. These platforms have introduced anime to millions of new viewers, creating a ripple effect that has boosted demand for related merchandise, particularly among teens and adults who view these figures as valuable collectibles. The rise of e-commerce platforms and international conventions has further facilitated adoption, enabling fans worldwide to access a wide range of products, from affordable miniatures to premium, customizable figures. Collaborations between anime studios and major toy manufacturers have also played a pivotal role in driving adoption, ensuring a steady stream of authentic, character-accurate merchandise that resonates with fans across different demographics.
List of Key Companies Profiled
- Kotobukiya Co., Ltd.
- Good Smile Company, Inc.
- Bandai Namco Holdings Inc.
- Hasbro, Inc.
- Diamond Select Toys
- MAX FACTORY, INC.
- Playmates Toys Ltd. (Playmates Holdings Ltd.)
- JAKKS Pacific, Inc.
- Spin Master Corp.
- McFarlane Toys
Market Report Segmentation
By Age Group
- 15 Years & Above
- 9 - 15 Years
- Up to 8 Years
By Price Range
- < USD 50
- USD 50 - USD 150
- USD 150 - USD 500
- > USD 500
By Distribution Channel
- Specialty Stores
- Online/ E-commerce
- Hypermarkets & Supermarkets
- Other Distribution Channel
By Country
- Germany
- UK
- France
- Russia
- Spain
- Italy
- Rest of Europe
Table of Contents
Chapter 1. Market Scope & Methodology1.1 Market Definition
1.2 Objectives
1.3 Market Scope
1.4 Segmentation
1.4.1 Europe Anime Figures And Action Toys Market, by Age Group
1.4.2 Europe Anime Figures And Action Toys Market, by Price Range
1.4.3 Europe Anime Figures And Action Toys Market, by Distribution Channel
1.4.4 Europe Anime Figures And Action Toys Market, by Country
1.5 Methodology for the Research
Chapter 2. Market at a Glance
2.1 Key Highlights
Chapter 3. Market Overview
3.1 Introduction
3.1.1 Overview
3.1.1.1 Market Composition and Scenario
3.2 Key Factors Impacting the Market
3.2.1 Market Drivers
3.2.2 Market Restraints
3.2.3 Market Opportunities
3.2.4 Market Challenges
Chapter 4. Competition Analysis - Global
4.1 Market Share Analysis, 2024
4.2 Recent Strategies Deployed in Anime Figures And Action Toys Market
4.3 Porter Five Forces Analysis
Chapter 5. Value Chain Analysis of Anime Figures And Action Toys Market
5.1 Concept and IP Development
5.2 Licensing and Brand Management
5.3 Design and Prototyping
5.4 Manufacturing and Assembly
5.5 Quality Control and Packaging
5.6 Distribution and Logistics
5.7 Retail and E-commerce
5.8 Marketing and Community Engagement
5.9 After-Sales Support and Collector Services
Chapter 6. Europe Anime Figures And Action Toys Market by Age Group
6.1 Europe 15 Years & Above Market by Country
6.2 Europe 9 - 15 Years Market by Country
6.3 Europe Up to 8 Years Market by Country
Chapter 7. Europe Anime Figures And Action Toys Market by Price Range
7.1 Europe < USD 50 Market by Country
7.2 Europe USD 50 - USD 150 Market by Country
7.3 Europe USD 150 - USD 500 Market by Country
7.4 Europe > USD 500 Market by Country
Chapter 8. Europe Anime Figures And Action Toys Market by Distribution Channel
8.1 Europe Specialty Stores Market by Country
8.2 Europe Online/ E-commerce Market by Country
8.3 Europe Hypermarkets & Supermarkets Market by Country
8.4 Europe Other Distribution Channel Market by Country
Chapter 9. Europe Anime Figures And Action Toys Market by Country
9.1 Germany Anime Figures And Action Toys Market
9.1.1 Germany Anime Figures And Action Toys Market by Age Group
9.1.2 Germany Anime Figures And Action Toys Market by Price Range
9.1.3 Germany Anime Figures And Action Toys Market by Distribution Channel
9.2 UK Anime Figures And Action Toys Market
9.2.1 UK Anime Figures And Action Toys Market by Age Group
9.2.2 UK Anime Figures And Action Toys Market by Price Range
9.2.3 UK Anime Figures And Action Toys Market by Distribution Channel
9.3 France Anime Figures And Action Toys Market
9.3.1 France Anime Figures And Action Toys Market by Age Group
9.3.2 France Anime Figures And Action Toys Market by Price Range
9.3.3 France Anime Figures And Action Toys Market by Distribution Channel
9.4 Russia Anime Figures And Action Toys Market
9.4.1 Russia Anime Figures And Action Toys Market by Age Group
9.4.2 Russia Anime Figures And Action Toys Market by Price Range
9.4.3 Russia Anime Figures And Action Toys Market by Distribution Channel
9.5 Spain Anime Figures And Action Toys Market
9.5.1 Spain Anime Figures And Action Toys Market by Age Group
9.5.2 Spain Anime Figures And Action Toys Market by Price Range
9.5.3 Spain Anime Figures And Action Toys Market by Distribution Channel
9.6 Italy Anime Figures And Action Toys Market
9.6.1 Italy Anime Figures And Action Toys Market by Age Group
9.6.2 Italy Anime Figures And Action Toys Market by Price Range
9.6.3 Italy Anime Figures And Action Toys Market by Distribution Channel
9.7 Rest of Europe Anime Figures And Action Toys Market
9.7.1 Rest of Europe Anime Figures And Action Toys Market by Age Group
9.7.2 Rest of Europe Anime Figures And Action Toys Market by Price Range
9.7.3 Rest of Europe Anime Figures And Action Toys Market by Distribution Channel
Chapter 10. Company Profiles
10.1 Kotobukiya Co., Ltd.
10.1.1 Company Overview
10.1.2 Recent Strategies and Developments
10.1.2.1 Product Launches and Product Expansions
10.2 Good Smile Company, Inc.
10.2.1 Company Overview
10.3 Bandai Namco Holdings, Inc.
10.3.1 Company Overview
10.3.2 Financial Analysis
10.3.3 Segmental and Regional Analysis
10.4 Hasbro, Inc.
10.4.1 Company Overview
10.4.2 Financial Analysis
10.4.3 Segmental and Regional Analysis
10.4.4 Recent Strategies and Developments
10.4.4.1 Partnerships, Collaborations, and Agreements
10.4.5 SWOT Analysis
10.5 Diamond Select Toys
10.5.1 Company Overview
10.5.2 SWOT Analysis
10.6 MAX FACTORY, INC.
10.6.1 Company Overview
10.7 Playmates Toys Ltd. (Playmates Holdings Ltd.)
10.7.1 Company Overview
10.7.2 Financial Analysis
10.7.3 Regional Analysis
10.7.4 Recent Strategies and Developments
10.7.4.1 Product Launches and Product Expansions
10.7.5 SWOT Analysis
10.8 JAKKS Pacific, Inc.
10.8.1 Company Overview
10.8.2 Financial Analysis
10.8.3 Segmental and Regional Analysis
10.8.4 Recent Strategies and Developments
10.8.4.1 Product Launches and Product Expansions
10.8.5 SWOT Analysis
10.9 Spin Master Corp.
10.9.1 Company Overview
10.9.2 Financial Analysis
10.9.3 Regional & Segmental Analysis
10.9.4 Recent Strategies and Developments
10.9.4.1 Partnerships, Collaborations, and Agreements
10.9.5 SWOT Analysis
10.10. McFarlane Toys
10.10.1 Company Overview
10.10.2 SWOT Analysis
Companies Mentioned
- Kotobukiya Co., Ltd.
- Good Smile Company, Inc.
- Bandai Namco Holdings Inc.
- Hasbro, Inc.
- Diamond Select Toys
- MAX FACTORY, INC.
- Playmates Toys Ltd. (Playmates Holdings Ltd.)
- JAKKS Pacific, Inc.
- Spin Master Corp.
- McFarlane Toys
