Annual figurine (toys, figurines) market revenue statistics and market size in the US
In 2016, the estimated sales in the Action Figures & Accessories category in the US is $1.825 billion. Please note that the terms “figurine,” “action figure,” and “collectible” have been utilized inter-changeably in various sources and this research. Below, I will present more information on the sales and trends of figurines in the US.
ANNUAL SALES IN THE US
According to the NPD Group’s Retail Tracking Service, which represents approximately 80% of the US retail market for toys, 2016 sales in the Action Figures & Accessories category was $1.45 billion. Sales in this category make up 7.04% of the total, which was $20.59 billion. When factored up to 100%, the estimated 2016 sales in the Action Figures & Accessories category is $1.825 billion (100/80*$1.45 billion). There was no significant change from the previous year as 2015 sales in this category was $1.46 billion ($1.825 billion when factored up to 100%).
According to an article on Inverse, the figurine industry is driven by nostalgia. It stated that during the marketing of the new Power Rangers film, millennial adults were the target of the superhero movie merchandise. Additionally, a Toy Industry Association representative claimed that with regards to superheroes, “the market is more geared at the dads reliving their days seeing Batman, or whoever else, as a kid.”
MANUFACTURERS THAT FOCUSED ON FIGURINES
Kidrobot was considered a pioneer in this field when it brought designer toys to the US from Japan in 2002. One of its most popular figurines is based on the artist Andy Warhol. It has also produced products based on characters from Marvel, DC, South Park, and The Simpsons.
Funko started out by making bobbleheads in 1998 and today, it dominates the market for collectible toys. Its products are based on a large portfolio of licenses, which is 175 to 200 licenses at any given time. The company generated revenue of $400 million in 2016.
MGA Entertainment manufactures the L.O.L. Surprise line of collectible dolls and accessories. They are part of a subset known as blind collectibles where children will not know what they will get until they have opened the packaging. The blind collectibles trend was fueled by videos of children opening the products that have gone viral.
FIGURINES FOR GIRLS/FEMALE MARKET
Female action figures becoming best sellers is a recent phenomenon. According to Jim Silver, CEO of TTPM, an online toy review site, there are more female action heroes in films and toys “in the last 18 months than there have been in the last 20 years.
Figurines based on Rey and Jyn Erso from the Star Wars films were credited for Hasbro’s $500 million toy sales. Frozen characters Anna and Elsa have also contributed to Hasbro’s increase in revenue. Mattel has recently produced the DC Super Hero Girls toy and apparel line, which includes several milestones such as “the first-ever 6-inch action figure line created for girls, the first 12-inch collection of action dolls featuring strong, athletic bodies that stand on their own in heroic poses, and the first action role-playing toys for girls.”
In conclusion, the estimated sales for figurines in the US is $1.825 billion in 2016. The industry is driven by nostalgia and female figurines becoming best sellers is a recent phenomenon.