Introduction

The Anime Merchandising Market, valued at USD 9.16 billion in 2023, is expected to grow to USD 19.92 billion by 2032, registering a steady CAGR of 9.0% (2024–2032). Fuelled by the global popularity of franchises like Demon Slayer, One Piece, and Attack on Titan, the demand for figurines, apparel, books, and collectibles is skyrocketing. Streaming platforms like Crunchyroll, Netflix, and Funimation are making anime more accessible, while e-commerce has given fans worldwide the ability to grab their favourite merchandise.

But here’s something to think about—are fans buying more for nostalgia and passion, or are collectibles becoming serious investments for the future?

Key Players

Leading companies such as Bandai Namco, Good Smile Company, Aniplex, and Crunchyroll dominate with premium figurines, apparel, and exclusive collaborations. Meanwhile, Studio Ghibli, Kotobukiya, and Ufotable attract loyal collectors with unique, limited-edition offerings. Recent innovations include blockchain authentication for rare items and AR/VR-enabled collectibles, giving fans immersive ownership experiences.

Do you think smaller indie brands can break through with unique, fan-driven designs, or will established giants continue to rule the shelves?

Segmentation

By product, figurines lead with 38% share thanks to detailed collectibles like Nendoroids, Figma, and Tamashii Nations figures. However, books and manga are growing fastest (10.6% CAGR) as global audiences crave source material after streaming anime adaptations. By deployment, online stores dominate, offering convenience and global access, but offline channels—like anime conventions and themed stores—are seeing rapid growth, fuelled by immersive shopping experiences. Regionally, Asia Pacific dominates with 45% share, while North America is the fastest-growing market (12.4% CAGR) due to streaming-driven fandom and rising convention culture.

So, what excites you more—the collectible culture of figurines or the digital future of anime-themed AR/VR merch?

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