Global figurines market to more than double by 2036

According to Market Decipher’s a new flagship intelligence study, the global figurines and collectibles market is experiencing strong growth and is expected to more than double from around $10.2 billion in 2026 to over $24.1 billion by 2036, with a projected annual growth rate of 8.9%. 

Kidults as key driver

A key driver behind this expansion is a major shift from children as the primary consumers to adult collectors (“kidults”), who now account for roughly 30% of global toy sales and are pushing demand for higher-value, premium products. 

The market is increasingly shaped by intellectual property (IP)-driven collectibles, such as figures based on popular films, games, and anime. These products generate higher margins and stronger customer loyalty, with premium items leading to significantly higher repeat purchases. 

New trends

New trends such as “blind box” collectibles, where buyers do not know which item they receive, are fueling repeat purchases and social media engagement, supported by viral “unboxing” content. At the same time, direct-to-consumer channels and e-commerce are becoming more important, improving profitability and reducing reliance on traditional retail. 

Production remains centered in China

On the supply side, production remains centered in China, but companies are diversifying manufacturing to countries like Vietnam, India, and Indonesia due to rising costs and geopolitical risks. Meanwhile, emerging markets such as India and the Middle East are also becoming important sources of demand. 

Challenges

Despite strong growth prospects, the market faces several challenges, including rising licensing costs, competition from digital collectibles, counterfeit products, stricter inventory management, and increasing regulatory and sustainability requirements. 

Overall, the figurines market is evolving from a volume-driven toy segment into a high-margin, IP-led collectibles ecosystem, where success depends on strong brands, direct customer relationships, and differentiated product strategies.

See the full report via the source description. 

Source: https://www.marketdecipher.com/report/figurines-market