PUBLISHER: Grand View Research | PRODUCT CODE: 1654590
PUBLISHER: Grand View Research | PRODUCT CODE: 1654590
U.S. Action Figures Market Size, Share & Trends Analysis Report By Type (Superheroes, Movie Characters), By End-user (Up To 8 Years, 9 - 15 Years, 15 Years & Above), By Distribution Channel, And Segment Forecasts, 2025 - 2030
U.S. Action Figures Market Growth & Trends:
The U.S. action figures market size is expected to reach USD 4.39 billion by 2030, according to a new report by Grand View Research, Inc. The market is projected to grow at a CAGR of 6.4% from 2025 to 2030. The demand for action figures is driven by nostalgia. Many adults who grew up in the golden age of action figures during the 1980s and 1990s are now returning to the hobby as collectors. These consumers often seek figures that remind them of their childhood, such as characters from classic franchises like Star Wars, G.I. Joe, and Transformers. Manufacturers have capitalized on this trend by re-releasing vintage-style figures and creating premium collectible lines with enhanced details, appealing to this demographic.
The rise of blockbuster movies, streaming series, and extended cinematic universes has significantly boosted the popularity of action figures. Franchises like Marvel, DC, and Star Wars continue to dominate the entertainment landscape, with new movies and series frequently introducing fresh characters and designs. Fans often seek to own physical representations of their favorite characters, leading to a surge in action figure sales. In addition, partnerships between toy manufacturers and entertainment companies have resulted in exclusive and limited-edition releases, further fueling demand.
For instance, in August 2024, Hasbro revealed a new series of 6-inch Marvel Legends action figures inspired by Spider-Man: Across the Spider-Verse. The lineup featured popular characters like Miles Morales, Spider-Gwen, Spider-Punk, Pavitr Prabhakar, and Spider-Man 2099, each with character-inspired accessories and over 20 points of articulation for dynamic posing. Designed for collectors and fans, these figures included premium detailing and come in collectible packaging.
The action figure market has diversified its audience, attracting children, adult collectors, and hobbyists. Companies are increasingly designing products that cater to both groups, such as budget-friendly figures for kids and highly detailed, premium figures for collectors. This dual-market strategy has broadened the appeal of action figures, ensuring sustained growth across different consumer segments.
The growing demand for action figures in the U.S. market highlights the enduring appeal of these collectibles across generations. As nostalgia, pop culture, and innovative design continue to drive interest, the action figure industry is poised for sustained growth. Brands that leverage these trends by offering diverse, high-quality products and engaging with their audiences through social media and events will be well-positioned to thrive in this dynamic market.
U.S. Action Figures Market Report Highlights:
- Superheroes accounted for a significant share of the U.S. market. The expansion of superhero content beyond traditional comics, such as streaming platforms offering superhero-based series, and the rise of comic conventions have created more opportunities for fans to interact with the superhero universe. In addition, the collectible nature of superhero action figures, especially limited-edition releases, has made them highly desirable among adult collectors
- 9 - 15 years end user for action figures is expected to grow significantly from 2025 to 2030. The strong connection between children in this age group and popular media franchises, particularly in the worlds of superheroes, anime, and science fiction, drives the segment's growth. Movies, TV shows, and video games based on well-known intellectual properties such as Marvel, Star Wars, Dragon Ball Z, and Transformers significantly influence this demographic's interests
- Hypermarkets & supermarket sales of action figures accounted for a majority market share in the industry. Many of the major toy manufacturers have recognized the reach and accessibility of hypermarkets and supermarkets and have expanded their product offerings to include action figures from popular franchises like Marvel, Star Wars, Transformers, and Disney. With the presence of these well-known and highly desired products, hypermarkets and supermarkets can attract a broad customer base, increasing foot traffic and stimulating sales
Table of Contents
Chapter 1. Methodology and Scope
- 1.1. Market Segmentation & Scope
- 1.2. Market Definition
- 1.3. Information Procurement
- 1.3.1. Purchased Database
- 1.3.2. GVR's Internal Database
- 1.3.3. Secondary Materials & Third-Party Perspectives
- 1.3.4. Primary Research
- 1.4. Information Analysis
- 1.4.1. Data Analysis Models
- 1.5. Market Formulation & Data Visualization
- 1.6. Data Validation & Publishing
Chapter 2. Executive Summary
- 2.1. Market Snapshot
- 2.2. Type Outlook
- 2.3. End-User Outlook
- 2.4. Distribution Channel Outlook
- 2.5. Competitive Landscape Snapshot
Chapter 3. U.S. Action Figure Market Variables and Trends
- 3.1. Market Introduction
- 3.2. Industry Value Chain Analysis
- 3.2.1. Raw Material Trends & Outlook
- 3.2.2. Sales/Retail Channel Analysis
- 3.3. Market Dynamics
- 3.3.1. Market Driver Analysis
- 3.3.2. Market Restraint Analysis
- 3.3.3. Market Opportunities
- 3.3.4. Market Challenges
- 3.4. Industry Analysis Tools
- 3.4.1. Porter's Five Forces Analysis
Chapter 4. U.S. Action Figure Market: Consumer Behavior Analysis
- 4.1. Demographic Analysis
- 4.2. Consumer Trends & Preferences
- 4.3. Factors Affecting Buying Decisions
- 4.4. Consumer Service Adoption
- 4.5. Observations & Recommendations
Chapter 5. U.S. Action Figure Market: Type Estimates & Trend Analysis
- 5.1. U.S. Action Figure Market, By Type: Key Takeaways
- 5.2. Type Movement Analysis & Market Share, 2024 & 2030
- 5.3. Market Estimates & Forecasts, by Type, 2018 - 2030 (USD Million)
- 5.3.1. Superheroes
- 5.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 5.3.2. Anime Characters
- 5.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 5.3.3. Movie Characters
- 5.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 5.3.4. Others
- 5.3.4.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 5.3.1. Superheroes
Chapter 6. U.S. Action Figure Market: End User Estimates & Trend Analysis
- 6.1. U.S. Action Figure Market, By End User: Key Takeaways
- 6.2. End-User Movement Analysis & Market Share, 2024 & 2030
- 6.3. Market Estimates & Forecasts, by End User, 2018 - 2030 (USD Million)
- 6.3.1. Up to 8 Years
- 6.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.2. 9-15 Years
- 6.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.3. 15 Years & Above
- 6.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 6.3.1. Up to 8 Years
Chapter 7. U.S. Action Figure Market: Distribution Channel Estimates & Trend Analysis
- 7.1. U.S. Action Figure Market, By Distribution Channel: Key Takeaways
- 7.2. Distribution Channel Movement Analysis & Market Share, 2024 & 2030
- 7.3. Market Estimates & Forecasts, by Distribution Channel, 2018 - 2030 (USD Million)
- 7.3.1. Hypermarkets & Supermarkets
- 7.3.1.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 7.3.2. Specialty Stores
- 7.3.2.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 7.3.3. Online/E-Commerce
- 7.3.3.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 7.3.4. Others
- 7.3.4.1. Market estimates and forecast, 2018 - 2030 (USD Million)
- 7.3.1. Hypermarkets & Supermarkets
Chapter 8. U.S. Action Figure Market: Competitive Analysis
- 8.1. Recent Developments & Impact Analysis, by Key Market Participants
- 8.2. Company Categorization
- 8.3. Participant's Overview
- 8.4. Financial Performance
- 8.5. Product Benchmarking
- 8.6. Company Market Share Analysis, 2023 (%)
- 8.7. Company Heat Map Analysis, 2023
- 8.8. Strategy Mapping
- 8.9. Company Profiles
- 8.9.1. Hasbro
- 8.9.1.1. Company Overview
- 8.9.1.2. Financial Performance
- 8.9.1.3. Product Portfolios
- 8.9.1.4. Strategic Initiatives
- 8.9.2. The LEGO Group
- 8.9.2.1. Company Overview
- 8.9.2.2. Financial Performance
- 8.9.2.3. Product Portfolios
- 8.9.2.4. Strategic Initiatives
- 8.9.3. Playmates Toys Ltd.
- 8.9.3.1. Company Overview
- 8.9.3.2. Financial Performance
- 8.9.3.3. Product Portfolios
- 8.9.3.4. Strategic Initiatives
- 8.9.4. JAKKS Pacific, Inc.
- 8.9.4.1. Company Overview
- 8.9.4.2. Financial Performance
- 8.9.4.3. Product Portfolios
- 8.9.4.4. Strategic Initiatives
- 8.9.5. Mattel
- 8.9.5.1. Company Overview
- 8.9.5.2. Financial Performance
- 8.9.5.3. Product Portfolios
- 8.9.5.4. Strategic Initiatives
- 8.9.6. Bandai Namco Holdings Inc.
- 8.9.6.1. Company Overview
- 8.9.6.2. Financial Performance
- 8.9.6.3. Product Portfolios
- 8.9.6.4. Strategic Initiatives
- 8.9.7. Diamond Select Toys
- 8.9.7.1. Company Overview
- 8.9.7.2. Financial Performance
- 8.9.7.3. Product Portfolios
- 8.9.7.4. Strategic Initiatives
- 8.9.8. Good Smile Company
- 8.9.8.1. Company Overview
- 8.9.8.2. Financial Performance
- 8.9.8.3. Product Portfolios
- 8.9.8.4. Strategic Initiatives
- 8.9.9. Spin Master
- 8.9.9.1. Company Overview
- 8.9.9.2. Financial Performance
- 8.9.9.3. Product Portfolios
- 8.9.9.4. Strategic Initiatives
- 8.9.10. McFarlane Toys
- 8.9.10.1. Company Overview
- 8.9.10.2. Financial Performance
- 8.9.10.3. Product Portfolios
- 8.9.10.4. Strategic Initiatives
- 8.9.1. Hasbro
List of Tables
- Table 1 US action figures market: Key market driver analysis
- Table 2 US action figures market: Key market restraint analysis
- Table 3 US action figures market estimates & forecast, 2018 - 2030 by type (USD Million)
- Table 4 Superhero action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Table 5 Anime action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Table 6 Movie characters action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Table 7 Other action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Table 8 U.S action figures market estimates & forecast, 2018 - 2030 by end-user (USD Million)
- Table 9 U.S action figures market estimates & forecast for up to 8 years, 2018 - 2030 (USD Million)
- Table 10 U.S action figures market estimates & forecast for 9-15 years, 2018 - 2030 (USD Million)
- Table 11 U.S action figures market estimates & forecast for 15 years & above, 2018 - 2030 (USD Million)
- Table 12 U.S action figures market estimates & forecast, 2018 - 2030 by distribution channel (USD Million)
- Table 13 U.S action figures market estimates and forecasts through hypermarkets & supermarkets, 2018 - 2030 (USD Million)
- Table 14 U.S action figures market estimates and forecasts through specialty stores, 2018 - 2030 (USD Million)
- Table 15 U.S action figures market estimates and forecasts through online/e-commerce channels, 2018 - 2030 (USD Million)
- Table 16 U.S action figures market estimates and forecasts through other channels, 2018 - 2030 (USD Million)
- Table 17 Recent developments & impact analysis, by key market participants
- Table 18 Company market share, 2024 (%)
- Table 19 Company heat map analysis, 2024
- Table 20 Companies implementing key strategies
List of Figures
- Fig. 1 US action figures market segmentation
- Fig. 2 Information procurement
- Fig. 3 Primary research pattern
- Fig. 4 Primary research approaches
- Fig. 5 Primary research process
- Fig. 6 Market snapshot
- Fig. 7 Segment snapshot
- Fig. 8 Regional snapshot
- Fig. 9 Competitive landscape Snapshot
- Fig. 10 Parent industry and US action figures market size, 2024 (USD Million)
- Fig. 11 U.S action figures market: Value chain analysis
- Fig. 12 U.S action figures market: Dynamics
- Fig. 13 U.S action figures market: Porter's five forces analysis
- Fig. 14 U.S action figures market, by type: Key takeaways
- Fig. 15 U.S action figures market: type movement analysis, 2024 & 2030 (%)
- Fig. 16 Superhero action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Fig. 17 Anime action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Fig. 18 Movie characters action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Fig. 19 Other action figures market for estimates & forecasts, 2018 - 2030 (USD Million)
- Fig. 20 U.S action figures market, by end-user: Key takeaways
- Fig. 21 U.S action figures market: end-user movement analysis, 2024 & 2030 (%)
- Fig. 22 U.S action figures market estimates & forecast for up to 8 years, 2018 - 2030 (USD Million)
- Fig. 23 U.S action figures market estimates & forecast for 9-15 years, 2018 - 2030 (USD Million)
- Fig. 24 U.S action figures market estimates & forecast for 15 years & above, 2018 - 2030 (USD Million)
- Fig. 25 U.S action figures market, by distribution channel: Key takeaways
- Fig. 26 U.S action figures market: distribution channel movement analysis, 2023 & 2030 (%)
- Fig. 27 U.S action figures market estimates and forecasts through hypermarkets & supermarkets, 2018 - 2030 (USD Million)
- Fig. 28 U.S action figures market estimates and forecasts through specialty stores, 2018 - 2030 (USD Million)
- Fig. 29 U.S action figures market estimates and forecasts through online/e-commerce channels, 2018 - 2030 (USD Million)
- Fig. 30 U.S action figures market estimates and forecasts through other channels, 2018 - 2030 (USD Million)
- Fig. 31 Key company categorization
- Fig. 32 Company market share analysis, 2024
- Fig. 33 Strategic framework of US action figures market
