Europe Anime Merchandising Market Size, Share & Trends Analysis Report By Product (Figurine, Clothing, Books, Board Games & Toys, Posters And Others), By Distribution Channel, By Country, And Segment Forecasts
Published Date: April - 2025 | Publisher: MIR | No of Pages: 240 | Industry: technology | Format: Report available in PDF / Excel Format
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The size of the Europe anime merchandising market in 2024 is approximated at USD 1,025.3 million and is projected to develop at a CAGR of 11.8% between 2025 and 2030. The growth is predominantly driven by the rising demand for anime across the region. The accessibility of anime on the web is growing the audience, with a larger number of viewers getting deeply immersed in the culture and wanting to purchase merchandise related to their favorite shows. Growing interest among European consumers to buy anime-related merchandise, including action figures, clothing, and posters, is fueling demand for both established franchises as well as emerging, newer titles, which will pose profitable opportunities for the anime merchandising market in the future.
Another trend seen in the Europe anime merchandising market is the popularity of collectible merchandise, especially among adults who are under the "kidult" culture. Collectibles, such as figurines, exclusive posters, and rare, limited-edition merchandise, are a major trend among the European market. The ambition for limited, quality merchandise has become the cornerstone of fan culture, and the demand for such has spawned a lucrative market in collectible anime items. Since influencer culture and unboxing videos have risen to prominence, particularly on sites like YouTube, the appeal for having limited-quantity items is more common and, in turn, increases demand for anime items in Europe.
Alongside, the increase in popularity for anime on social media and forums is a big force behind the European anime merchandise market. Social media sites facilitate fans to associate, exchange, and present anime collections, pushing demand for linked merchandise. Exposures on anime products from fan-generated content assist in strengthening demand, where trends become viral, and merchandise associated with trend-setting series sees increased popularity. With social media still taking the forefront in influencing anime culture, it fosters heightened demand for merchandise, adding to the growth of the European anime merchandising industry.
Additionally, the merging of anime with the video game sector is among the prominent trends characterizing the European anime merchandising industry. With the European video game market raking in significant revenue, particularly in nations like the UK, Germany, and France, the convergence of anime characters and themes into video games has created new avenues for anime merchandise. Successful anime shows are being adapted into video games more and more, and anime-based games are becoming increasingly popular among a broad demographic. This blurring of lines between anime and gaming has greatly increased the scope of anime products because people who play such games tend to desire buying merchandise that represents their favorite characters or gameplay experience, which will lead to market growth.
In addition to this, video game association with anime brands is becoming a prominent trend in the market. This trend also overlaps with the emergence of virtual economies and in-game purchases, where gamers can purchase limited-edition skins or accessories inspired by their favorite anime characters. Gamers who spend money on digital anime-themed content are likely to look for physical items that mirror their virtual experiences, further driving demand for both in-game and physical merchandise. This trend will be seen to offer rich growth prospects for the anime merchandising sector development in the forthcoming years
Report Coverage & Deliverables
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- Competitive benchmarking
- Historical data & forecasts
- Company revenue shares
- Regional opportunities
- Latest trends & dynamics
Product Insights
The figurines segment accounted for the highest revenue share of more than 37% in 2024. This is attributed to the increasing collectible culture. Anime fans around the continent, mainly in geographies like the UK, Germany, and France, are purchasing high-quality, limited-edition anime figurines to show their fanhood. The sophistication of designs on the rise and the popularity of exclusive collaborations between anime makers and makers are boosting the demand for figurines segment.
The books category is anticipated to exhibit the fastest-growing CAGR of more than 13% between 2025 and 2030. Segment growth is driven by increased popularity for books related to anime, particularly manga, light novels, and art books. An increasing demand for anime has been boosting manga consumption, with Europeans consuming new series and accumulating volumes in full sets. Retailers and publishers are addressing this need by broadening their range, with manga becoming increasingly available throughout Europe in various languages, thus stimulating the development of this category.
Distribution Channel Insights
The E-commerce (online) category posted the highest revenue share in 2024. This is mostly fueled by the convenience and accessibility of digital platforms. With streaming services becoming popular, they create a loyal fan base willing to buy merchandise based on their favorite shows. Online e-commerce websites allow fans to access a vast array of products, including figurines and clothing, with most items being exclusive to online platforms that cannot be found in physical stores. Moreover, social media campaigns enable the direct interaction of companies with customers, creating hype for new launches and developing a strong online presence that induces purchases of merchandise. The use of data analytics enables companies to comprehend customer needs better, making tailored offerings available according to the growing demands of increasing audiences. These are segmental growth drivers.
The offline Brick & Mortar segment is projected to achieve the highest CAGR during the forecast period 2025-2030. Pop-up stores, anime conventions, and specialty stores offer fans access to engage with their beloved properties in person and feel a sense of belonging in the community. The events showcase limited-edition and exclusive products that make customers feel pressured to buy. In addition, the in-store touch and feel of shopping enable fans to perceive the quality and craftsmanship of products firsthand, making them more attached to merchandise. The developed brand loyalty among loyal long-time fans also stimulates sales in off-line channels since buyers prefer to buy from reputable dealers that provide authentic products pertaining to their favorite series.
Country Insights
Germany Anime Merchandising Market Trends
The Germany anime merchandising market is expected to grow at the highest CAGR of over 13% from 2025 to 2030, driven by a strong local fanbase and an increasing number of anime-related events that promote community engagement. The country's commitment to supporting creative industries has led to a flourishing market for anime products, with local companies investing in high-quality merchandise that resonates with fans. As streaming platforms continue to expand their range, more viewers are discovering new series, which in turn is fueling the market demand.
U.K. Anime Merchandising Market Trends
The U.K. anime merchandising market is expected to grow at a significant rate in the coming years. In the U.K., the rise of anime culture has been marked by a growing interest from younger generations who view anime as a form of entertainment and escapism. The expansion of digital platforms su Crunchyroll and Netflix has made it easier for fans to access a wide range of anime titles, leading to increased merchandise sales. Additionally, collaborations between popular anime series and mainstream brands have resulted in limited-edition products that appeal to both collectors and casual fans alike. These factors are expected to drive market growth in the coming years.
Key Europe Anime Merchandising Company Insights
Some of the key players operating in the market are Bandai Namco Entertainment Co., Ltd. and The Walt Disney Company, among others.
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Bandai Namco Entertainment Co., Ltd. is well-established in Europe, particularly with its extensive portfolio of action figures, model kits, and collectibles tied to popular anime franchises like Dragon Ball, One Piece, and Mobile Suit Gundam. The company's established presence in both physical and online retail channels, along with its deep connections in the anime and gaming industries, make it one of the most mature and influential players in the European market.
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The Walt Disney Company is an entertainment conglomerate known for its three core business segments, including Disney Entertainment, ESPN, and Disney Experiences. The company, through its acquisition of companies such as Marvel and its partnership with popular anime properties, has become a dominant player in the European anime merchandise market. The company offers a variety of anime-inspired merchandise, such as apparel and collectibles that feature iconic characters reimagined in anime style.
Some of the emerging market players in the anime merchandising market include Etsy, Inc., and Threadheads, among others
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Etsy, Inc., known for its marketplace for handmade, vintage, and unique goods, has become an increasingly important platform for anime merchandise, particularly in the European market. Small, independent creators and boutique sellers are tapping into the growing demand for anime-inspired products like custom artwork, apparel, and accessories. The company’s role as a hub for niche, personalized, and often limited-edition anime merchandise positions it as a emerging player in the European anime merchandising landscape.
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Threadheads specializes in pop-culture-inspired apparel and accessories, including anime-themed t-shirts, hoodies, and tote bags. The brand has gained traction with its unique designs featuring iconic anime franchises and its commitment to sustainability, using eco-friendly materials and responsibly sourced garments. With production and shipping facilities in Europe, company offers efficient delivery to European fans, making its products more accessible.
Key Europe Anime Merchandising Companies
- Kotobukiya Co., Ltd.
- Bandai Namco Entertainment Co., Ltd.
- Good Smile Company, Inc.
- The Walt Disney Company
- Toei Animation Co. Ltd.
- Tokyopop
- Dekai Ltd.
- Yokaiju Ltd
- Threadheads
- Crunchyroll (Sony Music Entertainment)
- Etsy, Inc.
- Anime Limited
- Anime Bluray
- Otakuhype
- Otaku World Ltd.
- Akibashi
- Curibo
- Anime Republic
- Max Factory, Inc.
Recent Developments
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In April 2025, Bandai Namco Entertainment Co. Ltd., officially announced the release of Super Robot Wars Y, a tactical RPG that brings together iconic mecha anime franchises in a crossover storyline in Europe. The game is slated for launch on August 28, 2025, and will be available on Nintendo Switch, PlayStation 5, and PC via Steam.
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In March 2025, Crunchyroll expanded its European anime merchandising presence by releasing a diverse lineup of Blu-ray and DVD editions across Germany. Notable titles included JUJUTSU KAISENShibuya Incident (Season 2), SPY x FAMILY Season 2, Attack on TitanFinal Season - The Final Chapters, and The Apothecary Diaries Season.
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In September 24, 2024, Toei Animation Europe participated in the Brand Licensing Europe (BLE) 2024 event at ExCeL London, showcasing its iconic anime properties and engaging with industry professionals. The company highlighted its extensive portfolio, including Dragon Ball, One Piece, Sailor Moon, and Saint Seiya, emphasizing their enduring popularity and licensing potential.
Europe Anime Merchandising Market Report Scope
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Report Attribute |
Details |
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Market size value in 2025 |
USD 1,149.3 million |
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Revenue forecast in 2030 |
USD 2,009.7 million |
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Growth rate |
CAGR of 11.8% from 2025 to 2035 |
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Base year for estimation |
2024 |
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Historical data |
2018 - 2023 |
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Forecast period |
2025 - 2035 |
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Quantitative units |
Revenue in USD billion/million and CAGR from 2025 to 2035 |
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Report coverage |
Revenue forecast, company ranking, competitive landscape, growth factors, and trends |
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Segments covered |
Product, distribution channel, country |
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Regional scope |
Europe |
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Country scope |
UK; Germany; France; Western Europe |
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Key companies profiled |
Kotobukiya Co., Ltd.; Bandai Namco Entertainment Co., Ltd.; Good Smile Company, Inc.; The Walt Disney Company; Toei Animation Co. Ltd.; Tokyopop; Dekai Ltd.; Yokaiju Ltd.; Threadheads, Crunchyroll (Sony Music Entertainment); Etsy, Inc.; Anime Limited; Anime Bluray; Otakuhype; Otaku World Ltd.; Akibashi; Curibo; Anime Republic; Max Factory, Inc.. |
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Customization scope |
Free report customization (equivalent to up to 8 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope. |
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Pricing and purchase options |
Avail customized purchase options to meet your exact research needs. Explore purchase options |
Europe Anime Merchandising Market Report Segmentation
This report forecasts revenue growth at regional and country levels and provides an analysis of the latest technology trends in each of the sub-segments from 2018 to 2035. For this study, Grand View Research has segmented the Europe anime merchandising market report based on product, distribution channel, and country
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Product Outlook (Revenue, USD Million, 2018 - 2035)
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Figurine
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Clothing
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Books
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Board Games & Toys
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Posters
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Others
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Distribution Channel Outlook (Revenue, USD Million, 2018 - 2035)
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E-Commerce (Online)
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Brick & Mortar (Offline)
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Country Outlook (Revenue, USD Million, 2018 - 2035)
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UK
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Germany
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France
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Western Europe
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