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Action Figure Global Market Overview

6 min read

With a total value of $9 billion in 2021, the global market for action figure toys is on an upward trajectory and will most likely be worth more than $15.3 billion by 2031. The Asia-Pacific region has a strong potential to dominate this growing sector during this period as well.

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Geography and Demographics

The action figures toy market is one of the most rewarding businesses in the world. One of its key features being that it offers an impressive return on investment—with average retail prices nearly doubling wholesale costs! Thus, this profitable industry continues to grow and thrive.

The Asia-Pacific region presents an abundant opportunity for market players to generate substantial growth. The massive population accompanied by the growing disposable income of consumers fosters a rich environment for businesses to expand their customer base and widen their geographical outreach. Consequently, manufacturers are now directing more attention towards this area in order to capitalize on these potential profits.

Also, by 2030, Latin American nations, such as Brazil, will be ripe for exploration due to government regulations that facilitate privatization and the elimination of illegitimate competition and counterfeiting of toys.

We can expect to see an increase in the number of children over the coming years, creating a positive influence on market growth. As statistics indicate, approximately 25.6% of the global population is below 15 years old—making this segment a substantially large consumer base and opening up tremendous opportunities for growth.

population by region

Proportion of the age group by region

Especially within developing nations such as India and China, where there’s an expanding young population driving high demand for toys; particularly in the Asia-Pacific region.

Material Type

The plastic material action figure toys segment had the biggest share of the market and is expected to maintain that position throughout the forecast period, regardless of material type.

action figures by material (1)

As an economical, sanitary, and durable material for toy production, plastic is the perfect choice. It enables toymakers to create figures of virtually any shape or size that can ignite children’s imaginations. In addition, manufacturers are increasingly opting for sustainable actions when making plastic action figure toys.

Age Group

In 2021, the 5-10 years age group was estimated at $3.6 billion and is expected to reach an impressive value of nearly $6 billion by 2031 with a compound annual growth rate (CAGR) of 5.1% from 2022-2031.

action figures by age

As kids get older, they not only appreciate playing computer games but also having their friends over for playful activities like sports, card and board games. Of course, who could forget the beloved action figure toys?


The boys related toys segment is currently dominating the market and will continue to do so in the foreseeable future. The heightened demand for unique action figures among boys has been a key contributor to this trend’s growth trajectory.

action figures by gender

However, the quickly expanding working population in developing countries has elevated spending on action figure toys that look and feel desirable.

Distribution Channels

Specialty stores make up the dominant portion of the market share due to their focus on distributing international and private label brands. The retail industry’s advancement, consumer trends, and betterment in living standards worldwide have led to fresh retail formats being established.

action figures by distribution channel

Even though the current proportion of online sales is low, this sales channel still has tremendous potential for merchants. Especially in terms of reselling.


With a 38.7% market share, North America is the ultimate leader in action figure toys worldwide in 2021! This area has seen an influx of major players broadening their retail presence on a global scale to further solidify this dominance.

In 2019, Amazon, Walmart and Target have greatly expanded their toy selection and intensified their promotional campaigns.

The highly competitive action figure toys market is comprised of notable industry players such as Hasbro Inc., Mattel Inc, Lego System A/S, Spin Master, Bandai Namco, McFarlane Toys, National Entertainment Collectibles Association (NECA), Hot Toys, Square Enix and Kotobukiya.


Action figure market is growing. Due to the low investment barrier the business of selling action figures can be very profitable. Especially if you sell them online. Want to start a side hustle or a serious business, Ecwid can help you to launch your action figure online store in minutes.

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About the author

Max has been working in the ecommerce industry for the last six years helping brands to establish and level-up content marketing and SEO. Despite that, he has experience with entrepreneurship. He is a fiction writer in his free time.

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