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市場調查報告書
商品編碼
1946423

全球可動人偶市場－按類型、銷售管道、地區和競爭格局分類的產業規模、佔有率、趨勢、機會和預測（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個工作天內

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簡介目錄

全球可動人偶市場預計將從 2025 年的 100.7 億美元成長到 2031 年的 159.9 億美元，複合年成長率為 8.01%。

這些可動人偶通常由塑膠製成，原型取材自電影、漫畫、電子遊戲和電視劇中的角色，其市場需求得益於主流媒體特許經營權的穩步成長以及日益壯大的懷舊成人收藏群體。與短暫的潮流不同，這些核心促進因素維持了穩定的需求。根據玩具協會預測，2024年美國可動人偶及配件市場的銷售額將達到20億美元。

市場概覽
預測期 2027-2031
市場規模：2025年 100.7億美元
市場規模：2031年 159.9億美元
複合年成長率：2026-2031年 8.01%
成長最快的細分市場 動畫人物
最大的市場 北美洲

然而，市場擴張面臨一個重大障礙：持續的經濟限制限制了消費者的購買力。高通膨迫使消費者優先考慮必需品，減少非必需娛樂產品（如收藏品）的購買。這種價格敏感度為製造商帶來了兩難：他們要嘛必須承擔不斷上漲的生產成本，要嘛提高零售價格，但這樣又可能面臨銷售下滑的風險。

市場促進因素

電影宇宙和媒體特許經營的持續成長是市場擴張的關鍵催化劑，使製造商能夠利用現有的智慧財產權來鞏固粉絲群並最大限度地降低風險。透過將產品發布與熱門電影、串流影集和電子遊戲的發布同步，各公司正在建立統一的商品行銷策略，從而將消費者的參與度延伸到螢幕之外。內容供應與收入之間的這種緊密聯繫在整個授權行業中都有所體現。根據國際授權協會（Licensing International）發布的《2024年全球整體授權產業研究報告》，娛樂/角色授權領域預計將成長6.9%，達到1,476億美元，從而確保角色模型的穩定供應，以因應各大影片上映期間的需求。

同時，成人收藏家，或稱為“大孩子”，正在改變產品設計，推動著以懷舊情懷和可支配收入為驅動力的高品質、展示型人偶的流行。與注重易玩性的兒童不同，成人收藏家追求的是精細的細節、可動關節和獨特的包裝，迫使品牌為成熟消費者開發更精緻的產品線。 《玩具世界》雜誌在2024年6月通報稱，歐盟五國（歐盟5國）12歲以上人群的玩具市場規模在2023年將達到45億歐元。此外，該產業對品牌內容的依賴使其更能抵禦經濟挑戰，2024年上半年授權玩具的銷售額年增了6%。

市場挑戰

持續的經濟壓力導致可支配收入下降，這對全球可動人偶市場的成長構成了重大阻礙。在通貨膨脹的環境下，消費者被迫將家庭預算重新分配到必需品上，將可動人偶和收藏品視為「可以推遲購買的奢侈品」。這種經濟負擔迫使即使是狂熱的收藏家也必須精挑細選，減少購買頻率和數量。因此，製造商面臨著應對不斷上漲的生產和物流成本的艱鉅任務，而將這些成本轉嫁給消費者可能會進一步降低銷售量。

購買力下降直接限制了市場擴張，因為它降低了對新產品的需求，並削弱了高價策略的可行性。此價格敏感度的影響在近期業績數據中顯而易見，數據顯示該品類銷售額明顯下滑。玩具協會報告稱，預計2024年，可動人偶及配件類玩具的銷售額將年減7%。這一負面趨勢凸顯了財務限制如何切實限制了收入潛力，並阻礙了產業的永續發展。

市場趨勢

隨著日本IP持續挑戰西方超級英雄品牌的統治地位，動畫及漫畫相關收藏品的需求不斷成長，標誌著市場的關鍵轉折點。隨著亞洲內容獲得全球關注，忠實粉絲群開始優先購買《七龍珠》和《海賊王》等系列的高品質手辦。這種跨國界的吸引力在好萊塢傳統發行週期之外創造了可觀的收入，促使零售商為進口商品分配更多貨架空間。Namco Bandai Holdings,Inc.公司於2024年5月公佈，其主要銷售驅動力－《七龍珠》系列在截至2024年3月的會計年度實現了1,406億日圓的銷售額。

同時，盲盒和神秘禮包的流行正透過遊戲化購買流程改變消費者的行為。這種技術創造了令人興奮的開箱體驗，鼓勵消費者重複購買以收集所有產品，利用驚喜和稀缺性的心理效應來提升銷售。這種模式有效地吸引了那些可能不願意購買標準玩具的消費者，並建立了一個不依賴媒體宣傳的高頻銷售管道。 PopMart International Group Limited 於 2024 年 8 月發布的季度報告充分證明了這一成功。報告顯示，該公司實現銷售額 45.58 億元人民幣（約 720 億日圓），年增 62.0%，主要得益於其神秘盒產品系列的貢獻。

目錄

第1章概述

第2章調查方法

第3章執行摘要

第4章：客戶評價

第5章 全球可動人偶市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 按類型（超級英雄、動畫人物、電影人物）
    • 依銷售管道（超級市場/大賣場、線上、專賣店、其他）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章 北美可動人偶市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲可動人偶市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國家分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章 亞太地區可動人偶市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東與非洲可動人偶市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東和非洲：國家分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美洲可動人偶市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國家分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進要素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 最新進展

第13章 全球可動人偶市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的可能性
  • 供應商電力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • 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16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
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

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