Action figure toys market seen reaching $15.3 billion by 2031

The global action figure toys market is projected to grow from $9 billion in 2021 to $15.3 billion by 2031, driven by steady demand across regions and stronger online sales. Asia-Pacific is expected to be the fastest-growing region, while plastic-based figures remain the leading material segment.

Why it matters: - The action figure toys market is still expanding despite supply chain disruptions and pandemic-era pressures. - The forecast points to continued demand from collectors and children, with room for growth across product types, regions, and sales channels. - Market competition is helping keep prices lower, which supports broader consumer access.

What happened: - Allied Market Research valued the global action figure toys market at $9 billion in 2021. - The market is estimated to reach $15.3 billion by 2031. - The forecast calls for 5.3% compound annual growth from 2022 to 2031. - The report covers material type, age group, gender, sales channel, and region. - The report profiles Hasbro, Mattel, LEGO System A/S, Spin Master, Bandai Namco Entertainment, McFarlane Toys, National Entertainment Collectibles Association, Hot Toys, Square Enix, and Kotobukiya.

The details: - Plastic-based action figures led the market in 2021 and are expected to gain share over the forecast period. - The boys-related segment led by gender and is expected to remain the largest category. - The 5 to 10 years age group accounted for about two-fifths of the market in 2021. - The 5 to 10 years segment is projected to grow at the highest CAGR during the forecast period. - Online channels are expected to gain share and grow at a 5.9% CAGR. - Asia-Pacific is projected to grow at a 10.2% CAGR, the fastest among regions. - The market also spans silicon-based and other materials. - Sales channels in the study include hypermarkets and supermarkets, specialty stores, departmental stores, online channels, and others. - Regional coverage includes North America, Europe, Asia-Pacific, and LAMEA. - Packaging trends in the category include window boxes, carded bubble packaging, PVC packaging, and tube packaging. - Brands are shifting toward recycled materials, minimal packaging, and bio-based plastics. - Action figures commonly use ABS resin for the figure body. - Softer plastics and nylon are used for costume parts such as body suits, capes, and face masks. - Acrylic paints are used for decoration. - More elaborate toys can include miniature electronic components for light and sound effects.

Between the lines: - The report suggests the category is becoming more environmentally conscious as packaging and materials change. - Online sales growth signals that convenience and direct-to-consumer buying are becoming more important in the category. - The strong Asia-Pacific outlook points to faster demand growth outside mature Western markets. - The pandemic section in the report underscores how dependent toy supply chains remain on manufacturing continuity and retail access.

What's next: - The report expects plastic-based products, online channels, and the 5 to 10 years segment to keep strengthening their positions. - Asia-Pacific is likely to remain a key growth engine through 2031. - Companies in the sector are likely to keep testing recycled packaging, reduced plastic use, and bio-based inputs. - The broader market outlook depends on supply chain stability and continued collector demand.

The bottom line: - Action figures are a mid-single-digit growth toy category with the strongest upside in Asia-Pacific, online sales, and plastic-based products.