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市场调查报告书
商品编码
1946423

全球可动人偶市场－按类型、销售管道、地区和竞争格局分類的产业规模、份额、趋势、机会和预测（2021-2031年）

Action Figures Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Sales Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3个工作天内

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简介目录

全球可动人偶市场预计将从 2025 年的 100.7 亿美元成长到 2031 年的 159.9 亿美元，复合年增长率为 8.01%。

这些可动人偶通常由塑胶製成，原型取材自电影、漫画、电子游戏和电视剧中的角色，其市场需求得益于主流媒体特许经营权的稳步增长以及日益壮大的怀旧成人收藏群体。与短暂的潮流不同，这些核心驱动因素维持了稳定的需求。根据玩具协会预测，2024年美国可动人偶及配件市场的销售额将达到20亿美元。

市场概览
预测期 2027-2031
市场规模：2025年 100.7亿美元
市场规模：2031年 159.9亿美元
复合年增长率：2026-2031年 8.01%
成长最快的细分市场 动画人物
最大的市场 北美洲

然而，市场扩张面临一个重大障碍：持续的经济限制限制了消费者的购买力。高通膨迫使消费者优先考虑必需品，减少非必需娱乐产品（如收藏品）的购买。这种价格敏感度为製造商带来了两难：他们要嘛必须承担不断上涨的生产成本，要嘛提高零售价格，但这样又可能面临销售下滑的风险。

市场驱动因素

电影宇宙和媒体特许经营的持续成长是市场扩张的关键催化剂，使製造商能够利用现有的智慧财产权来巩固粉丝群并最大限度地降低风险。透过将产品发布与热门电影、串流影集和电子游戏的发布同步，各公司正在建立统一的商品行销策略，从而将消费者的参与度延伸到萤幕之外。内容供应与收入之间的这种紧密联繫在整个授权行业中都有所体现。根据国际授权协会（Licensing International）发布的《2024年全球整体授权产业研究报告》，娱乐/角色授权领域预计将成长6.9%，达到1,476亿美元，从而确保角色模型的稳定供应，以因应各大影片上映期间的需求。

同时，成人收藏家，或称为“大孩子”，正在改变产品设计，推动着以怀旧情怀和可支配收入为驱动力的高品质、展示型人偶的流行。与注重易玩性的儿童不同，成人收藏家追求的是精细的细节、可动关节和独特的包装，迫使品牌为成熟消费者开发更精緻的产品线。 《玩具世界》杂誌在2024年6月通报称，欧盟五国（欧盟5国）12岁以上人群的玩具市场规模在2023年将达到45亿欧元。此外，该产业对品牌内容的依赖使其更能抵御经济挑战，2024年上半年授权玩具的销售额年增了6%。

市场挑战

持续的经济压力导致可支配收入下降，这对全球可动人偶市场的成长构成了重大阻碍。在通货膨胀的环境下，消费者被迫将家庭预算重新分配到必需品上，将可动人偶和收藏品视为「可以推迟购买的奢侈品」。这种经济负担迫使即使是狂热的收藏家也必须精挑细选，减少购买频率和数量。因此，製造商面临着应对不断上涨的生产和物流成本的艰鉅任务，而将这些成本转嫁给消费者可能会进一步降低销售量。

购买力下降直接限制了市场扩张，因为它降低了对新产品的需求，并削弱了高价策略的可行性。此价格敏感度的影响在近期业绩数据中显而易见，数据显示该品类销售额明显下滑。玩具协会报告称，预计2024年，可动人偶及配件类玩具的销售额将年减7%。这一负面趋势凸显了财务限制如何切实限制了收入潜力，并阻碍了产业的永续发展。

市场趋势

随着日本IP持续挑战西方超级英雄品牌的统治地位，动画及漫画相关收藏品的需求不断增长，标誌着市场的关键转折点。随着亚洲内容获得全球关注，忠实粉丝群开始优先购买《七龙珠》和《海贼王》等系列的高品质手办。这种跨国界的吸引力在好莱坞传统发行週期之外创造了可观的收入，促使零售商为进口商品分配更多货架空间。Namco Bandai Holdings,Inc.公司于2024年5月公布，其主要销售驱动力－《七龙珠》系列在截至2024年3月的财年实现了1,406亿日圆的销售额。

同时，盲盒和神秘礼包的流行正透过游戏化购买流程改变消费者的行为。这种技术创造了令人兴奋的开箱体验，鼓励消费者重复购买以收集所有产品，利用惊喜和稀缺性的心理效应来提升销售。这种模式有效地吸引了那些可能不愿意购买标准玩具的消费者，并建立了一个不依赖媒体宣传的高频销售管道。 PopMart International Group Limited 于 2024 年 8 月发布的季度报告充分证明了这一成功。报告显示，该公司实现销售额 45.58 亿元人民币（约 720 亿日圆），年增 62.0%，主要得益于其神秘盒产品系列的贡献。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球可动人偶市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 按类型（超级英雄、动画人物、电影人物）
    • 依销售管道（超级市场/大卖场、线上、专卖店、其他）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章 北美可动人偶市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国家分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲可动人偶市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国家分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章 亚太地区可动人偶市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东与非洲可动人偶市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东和非洲：国家分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美洲可动人偶市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国家分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 司机
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 最新进展

第十三章 全球可动人偶市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的可能性
  • 供应商电力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • Hasbro
  • Playmates Toys Ltd.
  • Mattel
  • Bandai Namco Holdings Inc.
  • JAKKS Pacific, Inc.
  • The LEGO Group
  • Diamond Select Toys
  • Spin Master
  • McFarlane Toys
  • Good Smile Company, Inc.

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 19716

The Global Action Figures Market is anticipated to expand from USD 10.07 Billion in 2025 to USD 15.99 Billion by 2031 at a CAGR of 8.01%. These articulated models, typically made of plastic and modeled after characters from films, comics, video games, or television, are supported by the steady rollout of major media franchises and a growing base of adult collectors driven by nostalgia. Unlike temporary viral trends, these core drivers maintain reliable demand. According to The Toy Association, the action figures and accessories segment generated $2.0 billion in sales across the United States in 2024.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 10.07 Billion
Market Size 2031USD 15.99 Billion
CAGR 2026-20318.01%
Fastest Growing SegmentAnime Characters
Largest MarketNorth America

However, market expansion faces a significant hurdle due to ongoing economic constraints on consumer spending power. High inflation compels shoppers to prioritize essential items, resulting in reduced frequency of purchases for non-essential entertainment goods like collectibles. This price sensitivity creates a dilemma for manufacturers, who must choose between absorbing rising production costs or increasing retail prices, which risks a decline in sales volume.

Market Driver

The continuous growth of cinematic universes and media franchises acts as a primary catalyst for market expansion, allowing manufacturers to leverage established intellectual property to secure fanbases and minimize risk. By coordinating product releases with the debuts of blockbuster movies, streaming series, and video games, companies establish a unified merchandising strategy that extends consumer engagement well beyond the screen. This strong link between content availability and revenue is reflected in the wider licensing industry; Licensing International's '2024 Global Licensing Industry Study' reported a 6.9% increase in the Entertainment/Characters segment to $147.6 billion globally, ensuring a steady stream of character figures to sustain interest between major releases.

Simultaneously, the rise of the adult collector and "kidult" demographic is transforming product design, encouraging the creation of high-quality, display-oriented figures that cater to nostalgic sentiments and higher disposable income. Unlike children who value playability, this group demands premium detailing, articulation, and exclusive packaging, prompting brands to develop sophisticated lines for older consumers. Toy World Magazine noted in June 2024 that the toy market for individuals aged 12 and up in the EU5 region reached €4.5 billion in 2023. Additionally, the sector's reliance on branded content strengthens its resilience against economic challenges, with licensed toy sales growing by 6% in the first half of 2024 compared to the previous year.

Market Challenge

Persistent economic pressure on discretionary income represents a major obstacle to the growth of the Global Action Figures Market. In an inflationary landscape, consumers are forced to redirect household budgets toward daily necessities, categorizing action figures and collectibles as postponeable luxuries. This financial strain compels even dedicated collectors to be highly selective, leading to a decrease in both purchase frequency and volume. Consequently, manufacturers face the difficult task of managing rising production and logistics costs, as passing these expenses to consumers could result in further unit sales declines.

This reduction in purchasing power directly contracts market expansion by dampening demand for new releases and undermining the viability of premium pricing strategies. The effect of this price sensitivity is evident in recent performance data, which shows a clear downturn in category sales. The Toy Association reported a 7% decline in sales for the action figures and accessories supercategory in 2024 compared to the prior year. This negative trend underscores how fiscal limitations are actively suppressing revenue potential and hindering sustainable industry growth.

Market Trends

The increasing demand for anime and manga collectibles marks a significant shift in the market, with Japanese intellectual properties increasingly challenging the dominance of Western superhero brands. As Asian content gains global traction, devoted fanbases are prioritizing high-quality figures from series like Dragon Ball and One Piece. This cross-border appeal generates substantial revenue outside of traditional Hollywood release cycles, leading retailers to allocate more shelf space to imported merchandise. Bandai Namco Holdings Inc. reported in May 2024 that the Dragon Ball franchise, a key volume driver, achieved sales of 140.6 billion yen for the fiscal year ending March 31, 2024.

Concurrently, the widespread adoption of blind box and mystery packaging is reshaping consumer behavior by gamifying the purchasing process. This approach creates an exciting unboxing experience that fosters repeat purchases to complete collections, leveraging the psychology of surprise and scarcity to boost volume. This format effectively attracts consumers who might otherwise limit spending on standard figures, establishing a high-frequency sales channel independent of media launches. Pop Mart International Group Limited's interim report from August 2024 highlighted this success, revealing a 62.0% year-on-year revenue increase to RMB 4,558.0 million, driven largely by their mystery box portfolio.

Key Market Players

  • Hasbro
  • Playmates Toys Ltd.
  • Mattel
  • Bandai Namco Holdings Inc.
  • JAKKS Pacific, Inc.
  • The LEGO Group
  • Diamond Select Toys
  • Spin Master
  • McFarlane Toys
  • Good Smile Company, Inc.

Report Scope

In this report, the Global Action Figures Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Action Figures Market, By Type

  • Superheroes
  • Anime Characters
  • Movie Characters

Action Figures Market, By Sales Channel

  • Supermarkets/Hypermarkets
  • Online
  • Specialty Store
  • Others

Action Figures Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Action Figures Market.

Available Customizations:

Global Action Figures Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Action Figures Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Superheroes, Anime Characters, Movie Characters)
    • 5.2.2. By Sales Channel (Supermarkets/Hypermarkets, Online, Specialty Store, Others)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Action Figures Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Sales Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Action Figures Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Type
        • 6.3.1.2.2. By Sales Channel
    • 6.3.2. Canada Action Figures Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Type
        • 6.3.2.2.2. By Sales Channel
    • 6.3.3. Mexico Action Figures Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Type
        • 6.3.3.2.2. By Sales Channel

7. Europe Action Figures Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Sales Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Action Figures Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Type
        • 7.3.1.2.2. By Sales Channel
    • 7.3.2. France Action Figures Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Type
        • 7.3.2.2.2. By Sales Channel
    • 7.3.3. United Kingdom Action Figures Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Type
        • 7.3.3.2.2. By Sales Channel
    • 7.3.4. Italy Action Figures Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Type
        • 7.3.4.2.2. By Sales Channel
    • 7.3.5. Spain Action Figures Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Type
        • 7.3.5.2.2. By Sales Channel

8. Asia Pacific Action Figures Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Sales Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Action Figures Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Type
        • 8.3.1.2.2. By Sales Channel
    • 8.3.2. India Action Figures Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Type
        • 8.3.2.2.2. By Sales Channel
    • 8.3.3. Japan Action Figures Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Type
        • 8.3.3.2.2. By Sales Channel
    • 8.3.4. South Korea Action Figures Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Type
        • 8.3.4.2.2. By Sales Channel
    • 8.3.5. Australia Action Figures Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Type
        • 8.3.5.2.2. By Sales Channel

9. Middle East & Africa Action Figures Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Sales Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Action Figures Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Type
        • 9.3.1.2.2. By Sales Channel
    • 9.3.2. UAE Action Figures Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Type
        • 9.3.2.2.2. By Sales Channel
    • 9.3.3. South Africa Action Figures Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Type
        • 9.3.3.2.2. By Sales Channel

10. South America Action Figures Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Sales Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Action Figures Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Type
        • 10.3.1.2.2. By Sales Channel
    • 10.3.2. Colombia Action Figures Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Type
        • 10.3.2.2.2. By Sales Channel
    • 10.3.3. Argentina Action Figures Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Type
        • 10.3.3.2.2. By Sales Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Action Figures Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Hasbro
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Playmates Toys Ltd.
  • 15.3. Mattel
  • 15.4. Bandai Namco Holdings Inc.
  • 15.5. JAKKS Pacific, Inc.
  • 15.6. The LEGO Group
  • 15.7. Diamond Select Toys
  • 15.8. Spin Master
  • 15.9. McFarlane Toys
  • 15.10. Good Smile Company, Inc.

16. Strategic Recommendations

17. About Us & Disclaimer