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Anime Merchandising Market Report


Anime Merchandising Market by Product Type (Figurine, Clothing, Books, Board Games & Toys, Posters, and Others), Distribution Channel (E-Commerce and Brick & Mortar), and Region (North America, Europe, Asia-Pacific, and LAMEA): Global Opportunity Analysis and Industry Forecast, 2023-2032


Pages: 385

Jun 2023

Anime Merchandising Overview

Japanese animation, known as anime, is well-liked worldwide. Since there are so many fans, there is a high demand for memorabilia like collectable figures, hoodies, and keychains. To ensure that these products are official and authorized, companies enter into special agreements with anime creators. Anime merchandise is available both online and in stores. Online shopping is convenient, but going to a physical store provides a more immersive experience. There are also events and conventions where fans can meet and purchase exclusive merchandise. As more people become interested in anime, the market is growing, and new programs and goods are frequently released.

Anime Merchandising Market Analysis

The global anime merchandising market size was $28.68 billion in 2022 and is predicted to grow with a CAGR of 9.6%, by generating a revenue of $68.41 million by 2032.

COVID-19 Impact on Anime Merchandising Market

The COVID-19 pandemic had a significant impact on the anime merchandising market. The production and release schedules for new anime seasons, episodes, and movies were disrupted, causing merchandise releases to be delayed. Furthermore, the cancellation and postponement of anime conventions and events due to pandemic concerns resulted in lower sales and missed opportunities to interact with fans. Supply chain disruptions impacted merchandise production, distribution, and availability, resulting in shortages and limited variety. Brick-and-mortar stores selling anime merchandise experienced closures and decreased foot traffic, whereas online retailers saw increased sales as fans shifted to e-commerce platforms. Consumer behavior changes, such as cautious spending and a shift toward essential items, influenced purchasing patterns. The industry, on the other hand, adapted by hosting virtual events and engaging fans through digital platforms. With fans' ongoing enthusiasm for anime and its merchandise, the anime merchandising market is expected to recover and thrive as the situation improves.

Increasing Popularity of Anime and a Loyal Fan Base to Drive the Market Growth

The market for anime merchandise is driven by several significant factors. First of all, as anime's global appeal has increased, so has the market for anime-related goods. Anime fans actively look for T-shirts, toys, and collectables because they are so devoted to their favorite shows and characters. Because anime encompasses so many different genres, there is something for everyone, which further expands the market for merchandise. Fans are especially interested in limited editions and collectables, which they enjoy finding and purchasing. The market for merchandise is constantly expanding as anime is frequently adapted into video games, comic books, and other media. Fans can easily get what they want because anime merchandise is available both online and offline. Influencers and social media are crucial for promoting anime merchandise and enticing fans to buy it. All of these factors contribute to the growth and success of the anime merchandise market.

To know more about global anime merchandising market drivers, get in touch with our analysts here.

Counterfeit and Unlicensed Merchandise to Restrain the Market Growth

Counterfeit and unlicensed merchandise are the major factors to restrain the market growth of the Anime merchandise market. Counterfeit and unlicensed merchandise pose a significant challenge because they can tarnish the reputation of genuine products and undermine consumer trust. High production costs associated with licensing, manufacturing, and distribution can limit merchandise variety and availability, particularly for smaller companies or independent artists. Geographical constraints may also limit market reach, as certain regions may have a smaller fan base or fewer distribution channels. Furthermore, demand for anime merchandise can be seasonal and influenced by changing consumer preferences, making forecasting and meeting market demands difficult. Economic factors such as recessions or financial downturns can affect consumer spending on non-essential items such as anime merchandise. Piracy and illegal streaming of anime content may also discourage fans from purchasing official merchandise.

International Expansion of Anime Merchandising Market to Drive Excellent Opportunities

The anime merchandise market offers numerous opportunities for growth and creativity. With the growing global popularity of anime, there is a sizable untapped market to be explored outside of Japan. Extending distribution channels and reaching out to international fans can result in significant growth. Collaborations between well-known brands from various industries and anime franchises enable the development of distinctive crossover goods that appeal to a larger market. Utilizing cutting-edge digital tools like augmented reality (AR) and virtual reality (VR) can give fans engaging, interactive experiences. Personalization and customization options enable fans to develop a stronger bond with their favorite anime. The growing demand for environmentally friendly products is opening doors for sustainable and ethical practices. Collectors and dedicated fans are catered to by limited edition items and niche products, while online community engagement and cross-media integration foster fan loyalty and expand the customer base. By capitalizing on these opportunities, the anime merchandising market can continue to thrive, providing fans with innovative and engaging products that enhance their anime experience.

To know more about global anime merchandising market opportunities, get in touch with our analysts here.

Global Anime Merchandising Market Share, by Product, 2022

The figurine sub-segment accounted for the highest market share in 2022. Figures in the anime merchandising market have recently seen exciting developments. There are more options available, with higher quality and finer details. Collaborations with well-known artists have resulted in unique and artistic designs. Some figurines now have movable parts and LED lights that make them more interactive. Limited edition releases generate a lot of buzz, and online pre-orders and crowdfunding make them more affordable. Figurines can also be linked to video games and customized. These developments demonstrate that the industry is always innovating to provide fans with better and more personalized figurines.

Global Anime Merchandising Market Size, by Distribution Channel, 2022

The e-commerce sub-segment accounted for the highest market share in 2022. It has altered the way fans purchase their favorite anime merchandise. Fans can now find a huge selection of anime merchandise online with just a few clicks. They can get clothes, accessories, collectables, and home decor items. Online stores frequently have special and limited-edition items that fans are ecstatic about. Even more customization options are available to make your purchases unique. Additionally, e-commerce connects anime fans. People can share reviews and recommendations while talking about their favorite shows and products.

Global Anime Merchandising Forecast, by Region, 2022

The North America anime merchandise market generated the highest revenue in 2022. Most North Americans are avid anime viewers and are known to purchase a lot of anime-related goods. There are official stores that sell licensed merchandise and fans can get high-quality items. There are also events and conventions where people can purchase anime merchandise. Companies in North America sometimes collaborate with anime creators to sell their merchandise. Streaming platforms also have stores where fans can buy merchandise while watching their favorite shows.

Competitive Scenario in the Anime Merchandising Market

Investment and agreement are common strategies followed by major market players. One of the leading market players in the industry is Viz Media LLC. VIZ Media announced on May 9, 2023, that they have launched a new digital manga subscription service, VIZ Manga for North American audiences. What sets this apart from Shonen Jump is that VIZ Manga will feature titles from Shogakukan and other “iconic publishing houses and revered legends of Japanese manga,” all of which will be available to read in English upon its Japanese release. This would also be the first time that Shogakukan titles will be available to read legally in the English language upon their publication in Japanese.

Some of the leading anime merchandising market players are Atomic Flare, Kotobukiya Co., Ltd., Bandai Namco, Good Smile Company USA, Crunchyroll (Sony Music Entertainment), Sentai Filmworks, LLC (AMC Networks), Viz Media LLC, Kodansha LTD. Kinokuniya Book Stores of America Co., Ltd., and The Walt Disney Company.



  Historical Market Estimations


  Base Year for Market Estimation


  Forecast Timeline for Market Projection


  Geographical Scope

  North America, Europe, Asia-Pacific, and LAMEA

  Segmentation by Product

  • Figurine
  • Clothing
  • Books
  • Board Games & Toys
  • Posters
  • Others (Accessories)

  Segmentation by Distribution Channel

  • E-Commerce
  • Brick & Mortar

  Key Companies Profiled

  • Atomic Flare
  • Kotobukiya Co., Ltd.
  • Bandai Namco
  • Good Smile Company USA
  • Crunchyroll (Sony Music Entertainment)
  • Sentai Filmworks, LLC (AMC Networks)
  • Viz Media LLC
  • Kodansha LTD.
  • Kinokuniya Book Stores of America Co., Ltd.
  • The Walt Disney Company

Frequently Asked Questions

A. The size of the global anime merchandising market was over $28.68 billion in 2022 and is projected to reach $68.41 billion by 2032.

A. Atomic Flare and Viz Media LLC. are some of the key players in the global anime merchandising software market.

A. The North America region possesses great investment opportunities for investors to witness the most promising growth in the future.

A. Agreement and investment are the two key strategies opted by the operating companies in this market.

A. Atomic Flare, Kotobukiya Co., Ltd., and Bandai Namco are the companies investing more on R&D activities for developing new products and technologies.

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