U.S. Anime Merchandising Market Size, Share & Trends Analysis Report By Product (Figurines, Clothing, Books, Board Games And Toys, Posters), By Distribution Channel, And Segment Forecasts, 2025 - 2030

U.S. Anime Merchandising Market Trends

The U.S. anime merchandising market size was estimated at USD 554.7 million in 2024 and is projected to grow at a CAGR of 18.2% from 2025 to 2030. The market is primarily driven by the increasing popularity of anime in the U.S., with a significant rise in viewership on streaming platforms such as Netflix, Crunchyroll, and Hulu, more consumers are being exposed to various anime series and films. This surge in interest has led to a growing demand for merchandise related to popular titles such as “Demon Slayer,” “My Hero Academia,” and “Naruto.” In addition, the growing demand for collectibles, clothing, and other is expected to further fuel the market growth in the coming years.

Anime conventions such as Anime Expo, Otakon, and FanimeCon play a crucial role in driving market growth by providing fans with opportunities to engage with their favorite franchises and purchase licensed merchandise directly from vendors. Such events foster community engagement and excitement around anime culture while allowing merchandisers to reach larger audiences effectively. The rise in attendance at these conventions indicates a robust interest in anime that translates into increased sales for merchandise, thereby boosting market growth.

The collaboration between anime creators and fashion brands seeking to tap into the growing fandom surrounding popular series. Many apparel companies are obtaining licenses to produce clothing featuring iconic characters or themes from well-known anime titles. This crossover has broadened the audience for anime-themed products to elevate their status within mainstream fashion culture, attracting both dedicated fans and casual consumers. This trend is expected to drive the market expansion.

The desire among fans to collect unique items drives significant growth within specific segments of the market, particularly figurines and limited-edition merchandise is driving the market expansion. Companies are increasingly producing exclusive items that cater specifically to collectors who value rarity and detail in their purchases. This trend is further fueled by social media platforms where collectors showcase their collections, creating a sense of community that encourages others to invest in similar products, thereby driving market growth.

Companies are employing various strategies to capitalize on the growing demand. The growing number of partnerships between clothing brands and popular anime franchises are becoming increasingly common, allowing for a diverse range of licensed products that appeal to fans. For instance, in October 2024, Luxury footwear brand Jimmy Choo announced a collaboration with the iconic anime Sailor Moon for a new collection. This partnership, marking their second collaboration, features seven unique footwear designs inspired by various Sailor Scouts, emphasizing themes of empowerment and individuality

Product Insights

The figurine segment led the market with the largest revenue share of 36.20% in 2024, driven by the increasing popularity of anime as a mainstream entertainment medium. Collectible figurines, often meticulously crafted to represent beloved characters from popular series such as My Hero Academia and Demon Slayer, appeal to both casual fans and serious collectors alike. The demand for high-quality, limited-edition figures has surged, with many fans viewing these items not just as merchandise but as art pieces that enhance their personal collections. In addition, the rise of conventions and fan events has further fueled interest in figurines, as they provide fans with opportunities to purchase exclusive items directly from manufacturers. These factors are expected to drive segmental growth in the coming years.

The clothing segment is expected to witness at the fastest CAGR from 2025 to 2030, primarily driven by the growing fandom for anime and its increasing integration into fashion trends. As anime continues to gain traction in popular culture, collaborations between anime brands and mainstream fashion labels have become more prevalent, resulting in a wider variety of apparel featuring iconic characters and designs. This trend is particularly appealing to younger audiences who seek to express their interests through fashion. In addition, the rise of online shopping has made it easier for consumers to access a diverse range of anime-themed clothing, which is further expected to propel the segment’s growth significantly in the coming years.

Distribution Channel Insights

Based on distribution channel, the online segment led the market with the largest revenue share of 56.9% in 2024, driven by the increasing accessibility and convenience of online shopping. With a growing number of dedicated websites and platforms offering a wide array of anime merchandise—from figurines to clothing—consumers can easily browse and purchase items from the comfort of their homes. The rise of streaming services has also fueled demand as fans seek to collect merchandise related to their favorite shows. In addition, online platforms often provide attractive pricing, discounts, and exclusive items that appeal to both casual viewers and dedicated collectors, further solidifying the segmental growth.

The offline segment is expected to register at the fastest CAGR from 2025 to 2030. This growth can be attributed to the experience of shopping in physical stores where they can see, touch, and interact with merchandise before making a purchase. Specialty stores that focus on anime products are increasingly popping up in urban areas, offering a curated selection that appeals to dedicated fans. In addition, events such as anime conventions and pop-up shops create unique opportunities for in-person sales, fostering community engagement and enhancing brand loyalty. As anime continues to gain popularity in mainstream culture, more retail outlets are likely to cater to this growing demographic, driving significant growth in the brick-and-mortar segment.

Key U.S. Anime Merchandising Company Insights

Some of the key players operating in the market are Crunchyroll (Sony Pictures Entertainment) and Latham & Watkins LLP.

• Crunchyroll (Sony Pictures Entertainment Inc.) is a joint venture that operates independently, formed by U.S.-based Sony Pictures Entertainment, Inc. and Japan’s Aniplex, which is a subsidiary of Sony Music Entertainment (Japan) Inc. The company provides a streaming platform specializing in anime, manga, and Asian media, primarily targeting the U.S. market. The platform offers a vast library of titles, including simulcasts of popular series, allowing fans to watch episodes shortly after their release in Japan.

• Bioworld Merchandising, Inc. is a company specializing in licensed apparel and accessories, offering a wide range of products tied to popular culture, including anime. The company plays a crucial role by producing and distributing merchandise that enhances fan engagement and reflects the increasing mainstream acceptance of anime, thereby supporting the thriving fan culture and driving demand for anime-related products.

Atomic Flare, and Eleven Arts are some of the emerging participants in the U.S. market.

• Atomic Flare is a company dedicated to providing hard-to-find video games, anime, and pop culture merchandise at affordable prices. The company features a diverse range of officially licensed products from popular franchises such as Final Fantasy, Pokemon, and My Hero Academia, among others. The company emphasizes local shipping and personalized customer service, ensuring a memorable shopping experience.

• Eleven Arts is a dedicated film distribution company specializing in bringing anime and live-action films to North American audiences. Originally focused on theatrical releases, Eleven Arts has expanded its operations to encompass all aspects of film distribution, including translation, localization, home video, and merchandise. By collaborating closely with studios and producers in Japan, Eleven Arts aims to enhance the overall experience for anime fans in North America, striving to deliver compelling stories and high-quality content.

Recent Developments

• In August 2024, Lactose announced a collaboration with the popular anime and manga series One Piece, featuring a limited-edition collection that includes apparel and accessories inspired by the show's characters and themes. This partnership reflects the ongoing trend of brands leveraging popular anime franchises to create limited-edition apparel and accessories that resonate with fans.

• In January 2024, Good Smile Company released a Nendoroid figurine of Hitori Gotou from the anime "Bocchi the Rock!" This launch occurred even before the announcement of the show's second season, reflecting the company's strategy to capitalize on ongoing fan interest and anticipation for new content.

• In November 2023, Crunchyroll partnered with Crocs to launch a limited-edition footwear line inspired by the popular anime "Jujutsu Kaisen." This collaboration features three shoe models and themed Jibbitz, showcasing how mainstream brands are increasingly tapping into anime fandoms to attract consumers.

U.S. Anime Merchandising Market Report Scope

U.S. Anime Merchandising Market Report Segmentation

This report forecasts revenue growth at country levels and provides an analysis of the latest technology trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. anime merchandising market report based on product, and distribution channels:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Figurine

  • Clothing

  • Books

  • Board Games & Toys

  • Posters

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Online

  • Offline