Action figure toys market seen reaching $15.3 billion by 2031

Allied Market Research projects the global action figure toys market will rise from $9 billion in 2021 to $15.3 billion by 2031, driven by steady demand and growth in online sales. Plastic-based figures led the category in 2021, while Asia-Pacific is forecast to be the fastest-growing region.

Why it matters: - The action figure toys market is expanding even as the category remains highly competitive and price-sensitive. - The projected rise to $15.3 billion by 2031 points to continued global demand from collectors and buyers. - Growth in online channels and Asia-Pacific could reshape where sales and momentum concentrate.

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 implies a 5.3% compound annual growth rate from 2022 to 2031. - The report was released June 24, 2026. - The sample report is available here.

The details: - Plastic-based action figure toys led market share in 2021 and are expected to gain share during the forecast period. - The boys-related segment led the market by gender and is expected to remain dominant. - The 5-to-10-years age group accounted for about two-fifths of the market in 2021 and is expected to grow at the highest CAGR in the forecast period. - Online channels are expected to gain share and grow at a 5.9% CAGR through the forecast period. - Asia-Pacific is projected to grow at a 10.2% CAGR, the fastest regional pace in the report. - The market is segmented by material type, age group, gender, sales channel and region. - Material types include plastic-based, silicon-based and others. - Age groups include up to 5 years, 5 to 10 years and above 10 years. - Gender categories include boys-related, girls-related and neutral. - Sales channels include hypermarket/supermarkets, specialty stores, departmental stores, online channels and others. - Regional coverage includes North America, Europe, Asia-Pacific and LAMEA. - 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 report says the industry has been affected by coronavirus-related disruptions, including production slowdowns and weaker demand tied to closures of schools, play centers and entertainment venues. - The report describes packaging trends that include window box, carded bubble, PVC and tube packaging. - The report says manufacturers are reducing plastic use, adopting recycled and minimal packaging and shifting toward bio-based plastics. - The report says figures often use ABS resin, with softer plastics and nylon used for costume parts. - The report says acrylic paints are used for decoration, and more elaborate toys may include miniature electronic components for light and sound effects. - The report includes an online gaming market report and a gaming keyboard market report as related reports.

Between the lines: - Low prices, broad global distribution and collector interest appear to support category resilience. - Sustainability messaging is becoming a product and packaging theme, not just a manufacturing detail. - The strongest growth forecasts cluster around online sales and Asia-Pacific, signaling where future investment may concentrate.

What's next: - The report suggests online retail will take a larger share of future sales. - Asia-Pacific is likely to remain the key growth region if the forecast holds. - Manufacturers may continue shifting packaging and materials toward lower-plastic and recycled options.

The bottom line: - Action figure toys are still a mature category, but the market forecast points to steady growth, with e-commerce, regional expansion and product sustainability driving the next phase.