Top 10 Anime Merchandise Trends to Watch in 2025 and Beyond

 

The global anime merchandising market is poised for robust growth, with its value expected to surge from US$ 9,786.2 million in 2025 to US$ 18,162.7 million by 2032, registering a strong CAGR of 9.2% during the forecast period. This growth is underpinned by anime's increasing global popularity, the rise of fandom culture, the expansion of e-commerce platforms, and fan engagement through events, conventions, and collaborations.

From action figures and apparel to limited-edition collectibles and lifestyle products, anime merchandise offers fans a tangible way to express their passion. As the anime fan base diversifies across age groups and geographies, the market continues to evolve, embracing new technologies, immersive experiences, and customization.

Rising Demand Driven by Anime’s Cultural Penetration

Anime has transitioned from niche entertainment to a mainstream cultural phenomenon, largely fueled by international streaming platforms such as Netflix, Crunchyroll, and Hulu. This global accessibility has fostered diverse fan bases, encouraging demand for character-themed merchandise across toys, clothing, accessories, home décor, and more.

The ongoing release of new anime content consistently renews interest in related merchandise. Titles like My Hero Academia, Demon Slayer, and Attack on Titan trigger surges in merchandise sales with each new episode or season. These titles not only drive direct consumer spending but also generate opportunities for licensing, collaborations, and limited-edition product drops.

Additionally, large-scale anime events—like Anime Expo in the U.S. and Japan Expo in France—have become significant platforms for merchandise promotion and distribution. These conventions often feature exclusive, limited-time products and serve as launchpads for new merchandise lines, generating buzz and direct engagement with fans.

Key Trends Shaping the Anime Merchandising Market

1. Capsule Toys (Gachapon): The growing appeal of affordable, collectible toys—especially gachapon—has made them a staple in anime merchandising. Their low price point and surprise element attract both children and nostalgic adults, sustaining high sales volume.

2. Surge in Apparel & Accessories: Anime-inspired fashion is rapidly becoming mainstream. Collaborations with streetwear and luxury brands have turned anime into a fashion statement, particularly popular among Gen Z and millennials. The integration of character designs into daily wear allows fans to merge personal identity with fandom culture.

3. Growth of Online Channels: Over 55% of anime merchandise sales in 2025 are projected to occur online. E-commerce platforms like Amazon, Rakuten, and specialty anime stores offer global accessibility, exclusive drops, and convenience. Online sellers also leverage influencers and targeted digital ads to reach niche fan segments efficiently.

4. Offline Expansion through Immersive Experiences: Despite digital dominance, offline sales through pop-up shops, conventions, and anime cafés are gaining momentum. These venues provide fans with experiential value—opportunities to touch, try, and interact with merchandise, meet creators, and participate in fan events.

5. Customized & Print-on-Demand (POD) Products: Personalized items such as custom t-shirts, mugs, and keychains are growing rapidly, thanks to POD platforms like Etsy and Redbubble. These products enable small creators and fans to monetize anime trends with minimal risk, further democratizing market participation.

Opportunities: Subscription Boxes & Exclusive Collaborations

Subscription-based merchandise boxes have emerged as a high-potential revenue stream. Services like Loot Anime and Crunchyroll’s subscription boxes offer fans curated selections of anime-themed items—figurines, apparel, posters, and more—delivered monthly. These offerings create a sense of anticipation and exclusivity, fostering consumer loyalty and recurring revenue.

Moreover, exclusive drops and brand collaborations are enhancing the prestige and visibility of anime merchandise. The DIM MAK x One Piece fashion line, for instance, debuted at New York Fashion Week 2025, blending high fashion with anime aesthetics. This kind of synergy amplifies cultural impact and attracts new, style-conscious consumers to the merchandise ecosystem.

Market Restraints: Counterfeiting and Piracy

Despite the sector’s vibrancy, counterfeit products pose a substantial threat. Unauthorized replicas erode consumer trust, damage brand integrity, and undercut revenue for official creators and distributors. Platforms such as Taobao and DHGate have been flagged in the 2024 USTR Notorious Markets Report for distributing fake anime merchandise.

Piracy exacerbates the issue. According to Japan’s ABJ (Authorized Books of Japan), manga piracy alone led to losses of US$ 12.5 billion in 2023, with US$ 800 million stemming from English-language piracy sites. As manga content often precedes anime adaptations and associated merchandise, piracy undermines the entire ecosystem by impacting upstream revenue and future production incentives.

Product Type Analysis

Toys and Figurines are projected to dominate with over 30% of market share in 2025. These include everything from small gachapon to premium-scale statues and limited-edition resin models. Notably, this segment isn't just for kids—adult collectors, driven by nostalgia and a desire for artistic craftsmanship, constitute a growing demographic. Collaborations with top studios and artists elevate the perceived value and desirability of these collectibles.

Apparel and Accessories are expected to register the fastest growth. From graphic tees and hoodies to anime-themed sneakers and backpacks, these wearable items offer fans a public way to align with their favorite characters and series. As anime continues to influence streetwear and high fashion, merchandise becomes not only expressive but aspirational.

Distribution Channel Insights

The online segment will remain the dominant sales channel. Its global reach, coupled with tools like AR try-ons and interactive product previews, enhances user engagement and satisfaction. E-commerce also benefits from flash sales, influencer campaigns, and pre-order models, all of which suit the hype-driven nature of anime fandom.

Offline retail and event-based channels—such as comic cons, pop-up stores, and themed cafés—are set to grow substantially. These immersive environments offer exclusive drops, interactive experiences, and limited-edition products that capitalize on fan enthusiasm and create memorable, shareable moments.

Regional Insights

Asia Pacific

Holding over 60% of the global market, Asia Pacific leads the anime merchandising sector. Japan, as anime’s birthplace, remains the epicenter of content creation, licensing, and fan culture. Programs like the Cool Japan Initiative and trends such as oshikatsu (personal fandom spending) contribute significantly to retail volume—upwards of US$ 23 billion in 2025.

China benefits from a thriving cross-border e-commerce sector, with exports of Japanese anime goods rising nearly 17% in 2024. Meanwhile, South Korea’s cosplay culture and India’s emerging fandom—aided by streaming and youth-focused retail—are pushing regional demand higher, although piracy remains a challenge in some markets.

North America

With strong support from streaming platforms and celebrities, North America has become a major secondary market. In the U.S., anime events like Anime Expo and Otakon attract tens of thousands of visitors annually, offering prime platforms for merchandising. High-profile endorsements and premium collectibles, such as Naruto figurines that sold out in retail chains like Hot Topic, indicate rising collector enthusiasm.

Canada is also experiencing a surge in interest. Integration into educational curricula and youth libraries has made anime culturally relevant. Events like Anime North in Toronto often feature hundreds of vendors, while TikTok and Instagram serve as key platforms for fandom expression and merchandise promotion.

Europe

In France, anime enjoys institutional support through policies promoting manga and Japanese culture, with Japan Expo in Paris serving as a major merchandising venue. Germany and Italy have long histories with anime, and their young audiences continue to fuel demand through conventions and nostalgia. The U.K. market is expanding via retail adaptations in stores like HMV and event-based promotions at Comic Cons.

Digital communities across Poland, the Netherlands, and Nordic countries are also contributing to market expansion, aided by local conventions and the integration of anime into gaming and VR ecosystems.

Competitive Landscape & Key Developments

Top companies are increasingly securing licensing deals for exclusive rights to design and distribute merchandise based on trending anime series. These strategic partnerships allow them to align product launches with anime premieres, capitalizing on peak consumer interest.

Notable developments include:

  • Kyoto Animation (July 2025): Revealed new visuals and exclusive merchandise during its 7th Fan Appreciation Event, drawing global attention to its collector-focused offerings.

  • AnimationXpress (June 2025): Launched Anime Originals, India’s first officially licensed anime merchandise platform, targeting the rising domestic fandom.

  • ITOCHU Corporation (October 2024): Secured regional rights for the Opanchu Usagi character, aiming to leverage its viral success across social media and tap into Gen Z trends.

Key Companies:

  • GOOD SMILE COMPANY

  • Studio Ghibli Inc.

  • Bandai Namco Group

  • Toei Animation Co. Ltd.

  • Kyoto Animation Co. Ltd.

  • FUNKO

  • Production I.G Inc.

  • Ufotable Co. Ltd.

  • Bones Inc.

  • JND Studios

  • SNAIL SHELL

Conclusion

The anime merchandising market is on a rapid upward trajectory, bolstered by global fandom, digital expansion, and cross-industry collaborations. As anime continues to permeate fashion, gaming, and pop culture, merchandise will play an increasingly central role in fan expression and franchise monetization.

Challenges like piracy and counterfeiting persist but are counterbalanced by technological innovation, customization trends, and immersive consumer experiences. For brands, retailers, and licensors, tapping into this dynamic market requires cultural insight, agility, and a fan-first mindset—key to unlocking sustained growth through 2032 and beyond.

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