Industry: IT and Telecommunication
Published Date: July-2024
Format: PPT*, PDF, EXCEL
Delivery Timelines: Contact Sales
Number of Pages: 164
Report ID: PMRREP34707
The global anime merchandising market is estimated to be valued at US$16.3 Bn by the end of 2031 from US$8.4 Bn recorded in 2023. The market is expected to secure a CAGR of 8.6% in the forthcoming years from 2024 to 2031.
Key Highlights of the Market
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Market Attributes |
Key Insights |
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Market Size (2024E) |
US$9.1 Bn |
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Projected Market Value (2031F) |
US$16.3 Bn |
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Global Market Growth Rate (CAGR 2024 to 2031) |
8.6% |
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Historical Market Growth Rate (CAGR 2018 to 2023) |
6.2% |
The anime merchandising market is a dynamic and rapidly growing sector within the broader entertainment industry. It encompasses the production, distribution, and sale of merchandise related to anime, which includes TV shows, movies, and manga (Japanese comics). This market includes a wide range of products such as action figures, clothing, accessories, posters, DVDs/Blu-rays, video games, and more.
The anime merchandising sector encompasses the production, distribution, and sale of various consumer goods inspired by anime, a distinctive style of Japanese animation known for its vibrant characters, intricate storytelling, and diverse genres. This market is driven by the immense popularity of anime both domestically in Japan and internationally, where it has cultivated a dedicated and passionate fanbase.
At its core, anime merchandising involves the licensing of intellectual property rights from anime studios and creators to produce a wide array of products that appeal to fans. These products span across categories such as figurines, apparel, accessories, home decor, stationery, collectibles, and more. Each product typically features artwork or characters from specific anime series, capitalizing on the emotional connection fans have with their favorite shows.
The surging popularity of capsule toys, or "gachapon," has become a significant market trend, reflecting broader shifts in consumer behavior and cultural trends. Originating in Japan, gachapon machines dispense small, collectible toys encased in plastic capsules. These toys often feature characters from popular anime series, appealing to fans' desire to own tangible representations of their favorite shows.
The element of surprise inherent in gachapon—where consumers do not know which toy they will receive—adds to their allure, tapping into the thrill of the unknown and the excitement of potentially completing a collection.
The anime merchandising market has embraced gachapon as a strategic product line due to its affordability, and accessibility. Each toy is relatively inexpensive, making them attractive to a wide range of consumers, from casual fans to dedicated collectors. This price point, combined with the collectible nature of the toys, encourages repeated purchases, driving steady sales.
Additionally, gachapon machines are often placed in high-traffic areas such as shopping malls, train stations, and anime conventions, maximizing their visibility and accessibility.
The trend of gachapon also reflects the increasing globalization of Japanese pop culture. As anime continues to gain international popularity, so too does the demand for associated merchandise.
Gachapon has been successfully exported to markets around the world, where they are often branded as a quirky and unique Japanese cultural product. This international appeal has been bolstered by online communities and social media, where fans share their collections and trade duplicates, further enhancing the sense of community and engagement among collectors.
Moreover, the gachapon trend aligns with a broader consumer preference for experiential and interactive shopping experiences. The act of purchasing a gachapon toy is more engaging than buying a standard piece of merchandise, providing a small but meaningful interaction that enhances consumer satisfaction.
This experiential element is particularly appealing in a market saturated with digital content, offering a tactile and personal connection to beloved anime series. The rising popularity of capsule toys is a multifaceted trend that leverages affordability, collectability, global appeal, and experiential retailing, making it a powerful force in the anime merchandising market.
Historically, the market saw modest beginnings in the late 20th century, driven primarily by a dedicated but relatively small fanbase. However, the early 2000s marked a turning point as anime gained mainstream popularity outside Japan, leading to an increased demand for merchandise.
In recent years, the anime merchandise market has witnessed explosive growth. The rise of streaming platforms, global conventions, and social media has expanded anime’s reach, fueled interest and drove sales.
Merchandise ranges from collectible figures and apparel to home decor and stationery, catering to a diverse and growing audience. The integration of technology, such as augmented reality and interactive products, has also contributed to the market's dynamism.
The anime merchandise market is poised for continued expansion. Opportunities abound in emerging markets, where anime’s popularity is rising rapidly. Additionally, advancements in e-commerce and digital platforms offer new channels for reaching global audiences.
The growing market trend of collaboration between anime brands and mainstream companies promises innovative products and broader appeal. As anime continues to captivate new generations of fans, the market is expected to
see sustained growth, driven by both evolving consumer preferences and technological advancements.
Rising Popularity and Success of Anime Series
The success of an anime series often leads to a diversified range of products that cater to different age groups and interests. Children might be drawn to toys and school supplies, while older fans might prefer high-quality collectible figures, art books, and apparel.
Limited edition items, which may include exclusive figures, signed artwork, or special box sets, often create a sense of urgency and exclusivity. These items can become highly sought after, driving up both initial sales and secondary market values. The rarity and unique nature of limited-edition merchandise can transform it into a collector's item, further increasing its appeal.
For Instance, according to the Times of India, at the forefront of the anime universe stands Pokémon, an absolute titan in both the industry and the realm of multimedia franchises. While the anime series, movies, and video games contribute significantly to its revenue of $100 billion, it’s the licensed merchandising that truly drives its success, outperforming all other avenues combined.
Additionally, the release of new episodes, seasons, or related movies can spur a surge in merchandise sales. Fans often want to commemorate their favorite moments or celebrate new story arcs by purchasing related products. For example, the release of a new "My Hero Academia" season typically coincides with a spike in sales of character figures, apparel, and other related merchandise.
Moreover, successful anime series often expand beyond traditional merchandising, influencing areas such as cosplay and fan art. Cosplay, where fans dress up as their favorite characters, drives demand for costumes, wigs, and accessories, while fan art can inspire the creation of officially licensed products that capitalize on popular interpretations and styles.
This expansive influence underscores how a beloved anime series can create a comprehensive and thriving market for a wide range of merchandise, all driven by the fans' deep connection to the story and characters.
Cultural Festivals, and Conventions
Anime Expo, held annually in Los Angeles, and Comic-Con International in San Diego are among the largest and most influential gatherings for anime and pop culture enthusiasts. These events span multiple days and feature a diverse array of activities, including panel discussions with industry insiders, screenings of exclusive content, cosplay competitions, and artist alley exhibits where creators showcase and sell their work directly to fans.
Such environments foster a sense of community and belonging among attendees, who eagerly anticipate the opportunity to connect with like-minded individuals and delve deeper into their fandoms.
For merchandising, these conventions are veritable goldmines. Vendors and exhibitors strategically unveil limited-edition merchandise, often featuring rare or exclusive designs that are not available elsewhere. These items can range from collectible figurines and artwork to apparel adorned with beloved characters or iconic scenes.
The exclusivity of convention-only releases creates a sense of urgency among fans, driving them to prioritize purchases and sometimes even form lines hours before booths open.
Moreover, cultural festivals and conventions serve as platforms for anime studios, publishers, and merchandisers to gauge audience reception and test new products or concepts. Direct interactions with fans provide invaluable feedback and insights that shape future merchandise development and marketing strategies.
Ultimately, these events not only boost immediate sales but also cultivate long-term fan loyalty, as attendees associate memorable experiences and personal connections with the brands and franchises they love.
Competition from Counterfeit Products
One of the most damaging effects of counterfeit competition is the erosion of consumer trust. When fans unknowingly purchase counterfeit items, they may receive poor-quality goods that do not meet the standards of the original products. This experience can lead to dissatisfaction and disappointment, tarnishing their perception of the brand or series associated with the merchandise.
Over time, repeated encounters with counterfeit goods may deter consumers from purchasing any merchandise related to that franchise or genre, fearing they might receive subpar products again.
Moreover, the presence of counterfeit products undermines the financial stability of legitimate merchandisers and license holders. These entities invest considerable resources in developing, licensing, and marketing official merchandise that aligns with the quality and artistic vision of the anime series. Counterfeiters bypass these investments by unlawfully reproducing designs and selling products without regard for intellectual property rights. This unfair competition not only diminishes sales for legitimate businesses but also hampers their ability to reinvest in future merchandise development and brand expansion.
In response, anime merchandisers often employ anti-counterfeiting measures, such as holographic stickers, unique serial numbers, or partnerships with authorized retailers. They may also engage in legal actions against counterfeiters to protect their intellectual property and maintain the integrity of their brands.
Educating consumers about the risks of counterfeit products and promoting the benefits of purchasing authentic merchandise can also help mitigate the impact of counterfeit competition.
Piracy and Copyright Issues
Piracy and copyright issues present substantial challenges to the anime merchandising industry, posing threats to revenue streams and brand integrity across various fronts.
Unauthorized merchandise refers to products that infringe on intellectual property rights by replicating or imitating official anime merchandise without authorization from the copyright holders. These products can range from counterfeit figurines and clothing to unauthorized digital downloads and streaming services offering anime content illegally.
One of the primary impacts of piracy and unauthorized merchandise is financial. When fans opt for cheaper or free alternatives through pirated merchandise or illegal streaming platforms, they divert potential revenue that would otherwise support the creators, studios, and merchandisers responsible for producing and licensing official anime merchandise.
The loss of revenue not only affects profitability but also undermines the ability of legitimate stakeholders to reinvest in new content, merchandise development, and maintaining high production standards.
Furthermore, piracy undermines the value of intellectual property and diminishes brand integrity. Anime series thrive on the emotional connection fans have with characters, stories, and art styles.
When unauthorized merchandise floods the market or when content is illegally distributed, it dilutes the uniqueness and exclusivity associated with official merchandise. This can lead to confusion among consumers about which products are genuine and authorized, thereby eroding consumer trust in the authenticity and quality of merchandise tied to their favorite anime series.
For Instance, Animenewsnetwork.com reported that in 2023, Brazilian authorities had taken down 36 websites hosting pirated anime.
Addressing piracy and unauthorized merchandise is crucial for preserving the economic viability of the anime merchandising industry. By protecting intellectual property and promoting legal consumption channels, stakeholders can safeguard revenue streams, uphold brand integrity, and ensure the sustainable growth of the anime market for fans and creators alike.
Subscription Boxes, and Mystery Merchandise
Subscription boxes and mystery merchandise packs have emerged as popular trends within the market, offering fans unique and curated experiences that cater to their passion for collectibles and surprises.
These offerings capitalize on the excitement and anticipation fans feel when receiving a package filled with exclusive, themed merchandise related to their favorite anime series.
The appeal of subscription boxes lies in their ability to provide fans with a curated selection of items that they may not have access to otherwise. Each box is typically themed around a specific anime or genre, ensuring that the merchandise inside aligns closely with the interests of subscribers.
This curated approach adds an element of discovery and excitement, as fans eagerly await each delivery to uncover new and exclusive items such as figurines, apparel, posters, keychains, and stationery.
Mystery merchandise packs, on the other hand, appeal to fans who enjoy the thrill of unpredictability and variety in their collectibles. These packs often contain a mix of items from different anime series or genres, offering a surprise element that keeps fans engaged and eager to collect more.
The appeal of mystery packs lies in their ability to offer a diverse range of merchandise at a lower cost compared to curated subscription boxes, making them accessible to a wider audience of fans.
For merchandisers, subscription boxes and mystery merchandise packs provide opportunities to build recurring revenue streams and foster long-term customer loyalty. By offering exclusive and limited-edition items that are not available through traditional retail channels, these services create a sense of exclusivity and value among subscribers.
Additionally, these offerings can help merchandisers gauge consumer preferences and trends, allowing them to tailor future merchandise releases and marketing strategies based on subscriber feedback and engagement.
Increasing Consumer Demand for Sustainable and Eco-friendly Merchandise
Meeting the increasing consumer demand for sustainable and eco-friendly merchandise in the anime industry presents a significant opportunity for merchandisers to align with the values and preferences of environmentally conscious fans.
As global awareness of environmental issues rises, so does the expectation for brands and products to demonstrate a commitment to sustainability.
One key aspect of sustainable merchandise in the anime industry is the use of eco-friendly materials and production practices. This includes opting for materials that are recyclable, biodegradable, or made from renewable resources.
For example, merchandise made from organic cotton, bamboo fibers, or recycled plastics not only reduces environmental impact but also appeals to consumers seeking products that align with their values of sustainability.
Another important consideration is the packaging of merchandise. Switching to recyclable or biodegradable packaging materials helps reduce waste and carbon footprint associated with product distribution.
Utilizing minimal packaging or packaging that serves a dual purpose, such as reusable bags or containers, further enhances the eco-friendliness of merchandise and resonates positively with environmentally conscious consumers.
Ethical sourcing practices also play a crucial role in sustainable merchandise. Ensuring that materials are ethically sourced, such as through fair trade practices and certification programs, demonstrates a commitment to social responsibility and transparency in the supply chain. This approach not only supports ethical labor practices but also enhances brand reputation among consumers who prioritize ethical considerations in their purchasing decisions.
In conclusion, integrating sustainable practices into anime merchandise not only meets consumer expectations for eco-conscious products but also positions merchandisers as responsible stewards of the environment. By embracing sustainability, anime merchandisers can capitalize on a growing market trend, differentiate their products in a competitive landscape, and contribute positively to environmental conservation efforts.
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Category |
Projected CAGR through 2031 |
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Type – Toys and Figurines |
7.6% |
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Distribution Channel - Online |
9.7% |
Toys and Figurines Segment to Account for the Most Significant Share
The toys and figurines segment is poised to account for a significant share of the market due to several compelling factors. Anime fans often seek tangible representations of their favorite characters, making collectibles such as action figures and statues highly desirable.
These items allow fans to express their fandom in a personal and visually engaging way. Also, the intricate design and craftsmanship involved in creating anime figurines appeal to collectors who appreciate high-quality, detailed models.
Additionally, limited edition releases and collaborations with renowned artists and studios add an element of exclusivity, further driving demand. The rise of online platforms and social media has also facilitated the global reach of these products, making it easier for fans around the world to access and purchase them.
Overall, the combination of fan enthusiasm, collector culture, and accessible distribution channels underscores why the toys and figurines segment is a dominant force in the market.
Online Sales Bring in the Highest Profits
Online distribution channels account for a significant share in the anime merchandising market due to their extensive reach and convenience. E-commerce platforms enable fans from around the globe to easily access a wide variety of merchandise, which might otherwise be unavailable in local stores. This accessibility is crucial in catering to the diverse and geographically dispersed anime fan base.
Furthermore, online retailers can offer exclusive items and limited-edition products that attract collectors and enthusiasts. The ability to leverage digital marketing strategies, such as social media promotions and influencer partnerships, also enhances visibility and drives sales.
Additionally, the integration of advanced technologies like augmented reality (AR) for virtual try-ons and interactive shopping experiences further boosts online engagement. Overall, the efficiency, broad reach, and innovative capabilities of online distribution channels make them a dominant force in the anime merchandising .
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Region |
CAGR through 2031 |
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Japan |
11.5% |
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Asia Pacific |
10.8% |
Japan Remains the Undisputed Leader
Japan accounts for a significant share in the anime merchandising market due to its status as the birthplace and epicenter of anime culture. The country's deep-rooted tradition of anime production, coupled with a robust domestic fan base, drives high demand for a wide range of merchandise.
Japanese consumers have a strong affinity for anime characters and storylines, fueling the market for collectibles, apparel, and themed accessories. Additionally, Japan hosts numerous anime conventions, exhibitions, and pop-up stores, further stimulating local sales.
The presence of prominent anime studios and production companies in Japan also ensures a continuous supply of new content, sustaining market momentum. Moreover, Japan's well-established retail infrastructure, both online and offline, facilitates efficient distribution and availability of merchandise. Japan's pivotal role in anime creation and consumption thus secures its dominant position in the anime merchandising market.
Asia Pacific to Exhibit a Notable CAGR
The Asia Pacific region is poised to exhibit a notable CAGR in the market due to several key factors. The increasing popularity of anime across countries like China, South Korea, and India is driving substantial demand for related merchandise. This growing fan base, fueled by the easy accessibility of anime through streaming platforms, is expanding the market potential.
Rising disposable incomes and changing consumer preferences towards pop culture products are boosting spending on anime merchandise. Additionally, the proliferation of e-commerce platforms in the region enables wider distribution and access to a variety of merchandise, catering to diverse consumer tastes.
Collaborations and partnerships to develop innovative products and accelerate their launch across nations are the key growth strategies followed by the key players in the market. Companies are continuously investing in research and development to introduce innovative and novel interference blockers.
Recent Industry Developments
In October 2023, Crunchyroll partnered with Black White Orange to bring official anime merchandise to India.
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Attributes |
Details |
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Forecast Period |
2024 to 2031 |
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Historical Data Available for |
2018 to 2023 |
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Market Analysis |
US$ Million for Value |
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Key Regions Covered |
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Key Market Segments Covered |
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Key Companies Profiled in the Report |
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Report Coverage |
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Customization & Pricing |
Available upon request |
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By Distribution Channel
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Anime has gained widespread popularity globally, transcending cultural boundaries and attracting a diverse audience. This broad fan base drives demand for merchandise related to favorite characters, series, and themes.
Some of the key players operating in the market are GOOD SMILE COMPANY, Production I.G Inc., Studio Ghibli Inc., Toei Animation Co. Ltd., Bones Inc., Kyoto Animation Co. Ltd., Ufotable Co. Ltd., Bandai Namco Group, JND STUDIOS, SNAIL SHELL, FUNKO.
The Toys and Figurines segment recorded a significant market share in 2024.
Incorporating virtual reality (VR) and augmented reality (AR) technologies allows fans to interact with their favorite characters and settings in immersive ways. This can range from virtual meet-and-greets with virtual idols to AR-enabled product interactions where fans can see merchandise items in their physical space before purchasing.
Japan is set to account for a significant share of the market.
