Animation Toys Market to Hit USD 64.1 Billion by 2031, Driven by Rising Popularity of Character-Based Merchandise

The global animation toys market was valued at USD 37.6 billion in 2022 and is projected to reach USD 64.1 billion by the end of 2031. Driven by increasing demand for character-based toys, growing popularity of animated content among children, and expanding licensing opportunities, the market is expected to grow at a CAGR of 6.3% from 2023 to 2031. Rising consumer spending on entertainment merchandise and the influence of global animation franchises are further fueling market expansion.

Rise in disposable income across regions have enabled consumers to spend more on leisure and entertainment products, including animation toys. The increase in emphasis on learning for babies boosts the demand for animation toys and recreational toys due to their several physical and mental health benefits.

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Technological advancements undertaken by key companies in the market have made it possible to create animation toys with more intricate designs, better quality materials, and enhanced interactive features such as stop motion toys, and flipbook animation toys. These advancements contribute to the appeal of animated toys both for children and adults and are considered the key emerging opportunities in the animation toys market.

Market Segmentation

The animation toys market can be segmented across various dimensions, reflecting the diversity of products and consumer preferences:

By Category:

Recreational Toys: This segment held a significant share (57.55%) in 2023 and is projected to reach USD 33.00 billion by 2031. It includes interactive play experiences and technologically enhanced toys.
Learning Toys: Anticipated to dominate the market in some analyses, learning toys focus on educational benefits, aiding children's cognitive and motor skill development.

By Age Group:

0-2 Years: A foundational segment.
2-8 Years: This segment held a 37.12% market share in 2023, driven by strong demand for character-based and interactive figures.
8-14 Years: This age group held a dominant market position in 2023, indicative of the central role of toys in the lives of school-aged children.
14 Years and Above: This segment is showing increasing growth, particularly with the rise of collectibles and high-end figures for enthusiasts.

By Product Type (Examples):

Anime Figures (USD 12.00 billion revenue in 2023, dominating with 33.5% share in 2023)
Anime Dolls
Cartoon Plush Toys
Anime Gacha
Action Figures
Playsets
Collectibles
Role-play toys

By Sales Channel:

Online Retailers: Poised for robust growth at a CAGR of 7.69% through the forecast period, driven by convenience, wider product availability, and exclusive digital launches.
Toy Stores
Departmental Stores
Others

By Character Traits:

Cute (dominant in 2023)
Cool
Angry
Other Character Traits

By Product Price:

Low (dominant in 2023 with 46.3% share)
Medium
High
Regional Analysis

Geographically, the global animation toys market is diverse, with varying growth dynamics across regions:

Asia Pacific: Accounted for around 36.31% share of the market in 2023, with a valuation of USD 12.95 billion. This region is a major growth driver due to the deep-rooted popularity of anime and manga, significant growth in e-commerce, and the widespread adoption of digital payment solutions. Japan is a global leader in anime production, and China is a major manufacturer and exporter of toys.

North America: Expected to witness significant growth at a CAGR of 6.38% over the forecast period. The region is characterized by a strong presence of major toy manufacturers and high consumer demand for animated movies and TV shows.

Europe: Represents a significant portion of the market, with countries like the U.K., France, and Germany being key consumers.

Middle East & Africa
Latin America

Market Drivers and Challenges

Market Drivers:

Rising Popularity of Animated Content: The continuous success of animated films, TV shows, and video games featuring popular characters drives the demand for related merchandise.

Increasing Disposable Income: Growing economic prosperity, particularly in emerging markets, allows consumers to spend more on leisure and entertainment products, including animation toys.

Technological Advancements: The integration of AR, VR, and AI into toys enhances interactivity and play experiences, attracting both children and parents.

Influence of Social Media and Pop Culture: Platforms like YouTube, Instagram, and TikTok act as essential marketing channels, with toy unboxings and influencer endorsements fueling purchasing decisions.

Licensing and Merchandising Opportunities: Collaborations between toy manufacturers and popular entertainment franchises create a strong symbiotic relationship.

Growth of E-commerce: Online shopping platforms offer convenience, wider product availability, and exclusive digital launches, making toys more accessible globally.

Emphasis on Educational Value: Parents are increasingly seeking toys that offer developmental benefits and promote STEM skills.

Challenges:

High Production Costs: Licensing fees for popular animated franchises can be substantial, making it challenging for smaller companies to compete.

Reliance on Trends and Popularity: The market is highly dependent on the success and longevity of animated franchises, leading to cyclical demand.

Competition from Digital Entertainment: Video games, mobile apps, and online content increasingly compete for children's attention.

Stringent Safety Regulations: Compliance with various safety standards can add to production costs and complexity.

Counterfeiting: The prevalence of counterfeit products poses a threat to brand reputation and legitimate sales.

Market Trends

Digital-Physical Play Experiences: The integration of smart features, AR, and VR into physical toys to create immersive and interactive play.

Collectibles Market Growth: Strong demand for limited-edition action figures, high-end statues, and vintage toy re-releases, especially for older animated franchises.

Sustainability: A growing preference for toys made from eco-friendly and recycled materials, with companies focusing on sustainable production and packaging.

Personalization: Increasing demand for customized and personalized toy experiences.

Social Media Marketing: Leveraging platforms for marketing, unboxings, and influencer collaborations.

Cross-Pollination with Gaming: Strong ties between animated IPs and video games, further boosting toy sales.

Future Outlook

The animation toys market is poised for continued strong growth. Innovations in technology, coupled with the ever-expanding global reach of animated content, will drive demand. The focus on educational and interactive play will likely intensify, leading to more sophisticated and engaging products. Furthermore, the increasing disposable incomes in emerging economies will open up new growth avenues. Strategic partnerships between toy manufacturers and entertainment companies, alongside a strong emphasis on digital sales channels, will be crucial for success in this evolving market.

Key Market Study Points

The market is highly influenced by the success of animated films, TV shows, and video games.

Technological integration (AR, VR, AI) is a key differentiator and growth driver.
E-commerce is a dominant and rapidly growing distribution channel.

Asia Pacific and North America are key regions with significant market shares and growth potential.

The market caters to a broad age range, from infants to adult collectors.
Licensing agreements are fundamental to the market's structure and competition.

Competitive Landscape

The animation toys market is characterized by intense competition, featuring both large multinational corporations and specialized toy manufacturers. Key players leverage extensive product lines, strong brand recognition, and strategic licensing agreements to maintain their market positions. Some of the prominent companies in the animation toys market include:

Mattel Inc.
Hasbro Inc.
The LEGO Group
Bandai Namco Holdings Inc.
Spin Master Ltd.
Takara Tomy Co. Ltd.
Moose Toys
Guangdong Alpha Animation and Culture
Cuddle Barn
GUND
Think Gizmos
Sideshow Collectibles
Kaiyoda
Tomy

These companies are constantly innovating, developing new product lines, and securing licensing deals with popular franchises to stay competitive.

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Recent Developments

Moose Toys partnered with Universal Products & Experiences (June 2023): This collaboration granted Moose Toys the master toy licensee for Illumination's "Despicable Me" and "Minions" franchises, leading to an extensive line of playsets, action figures, collectibles, and role-play items.

WildBrain CPLG partnered with Sega (2023): This partnership launched "Sonic Prime" toys and games, including mini-figures, collectibles, and plush toys.
Bandai became master toy licensee for "Milo" (2023): This agreement with DeAPlaneta Entertainment led to a new range of toys featuring playsets, figurines, and educational toys.

Crunchyroll's expansion to YouTube Primetime Channels (October 2024): This move by Sony Pictures Entertainment, Inc. to distribute over 40 anime titles will likely further boost the demand for anime-related merchandise.

Increased focus on anti-counterfeiting measures: Companies are implementing advanced technologies like blockchain-based authentication and holographic labeling to combat counterfeit products.

Introduction of sustainable toys: Manufacturers are increasingly utilizing recycled and biodegradable materials in their toy production, catering to growing consumer environmental consciousness.

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