China Action Figures and Accessories Toys Market Overview, 2029

China's action figure and accessories toy market has seen significant growth and evolution over the years. The market is dominated by both domestic and international brands, each catering to the unique preferences of Chinese consumers. In the past, Chinese consumers primarily favored domestic brands like Auldey and Zhenguan, which offered action figures and accessories at affordable prices. These brands gained popularity due to their ability to quickly adapt to market trends and introduce new products. Auldey, in particular, became known for its high-quality action figures based on popular Chinese cartoons and anime series. Zhenguan, on the other hand, focused on producing accessories that complemented action figures, such as display stands and storage cases. In recent years, the market has seen a shift in consumer preferences. International brands like Hasbro and Mattel have gained significant market share by introducing popular franchises like Marvel and Star Wars. These brands have been able to leverage their strong brand recognition and the growing popularity of Western media in China. Hasbro's Marvel Legends series and Mattel's DC Comics-based action figures have become particularly popular among Chinese collectors and enthusiasts. Despite the success of international brands, domestic manufacturers continue to thrive in specific regions. Guangdong province, particularly the cities of Shenzhen and Dongguan, has emerged as a hub for action figure and accessories production. Manufacturers in this region have developed expertise in creating high-quality figures and accessories at competitive prices, catering to both domestic and international markets. The China Toy & Juvenile Products Association (CTJPA) plays a significant role in the development of the action figure and accessories toy market. The association works closely with toy manufacturers, retailers, and government agencies to promote industry standards, organize trade shows, and facilitate international cooperation. The annual China Toy Expo, organized by CTJPA, is one of the largest toy trade shows in Asia, attracting exhibitors and visitors from around the world.

According to the research report "China Action Figures and Accessories Toys Market Overview, 2029," published by Bonafide Research, the China Action Figures and Accessories Toys market is anticipated to grow at more than 9.63% CAGR from 2024 to 2029. The market is expected to benefit from the rising popularity of domestic cultural IPs, the increasing demand for interactive and educational toys, and the expansion of e-commerce channels. One of the key drivers of future growth is the rise in domestic cultural consciousness among Chinese consumers. Local toy companies are collaborating with popular domestic IPs, such as films and TV shows, to create action figures and accessories that resonate with a large group of consumers. For example, 52TOYS partnered with the hit film "The Wandering Earth II" to create replica toys of popular characters, which were made available through crowd funding. This trend is expected to continue as companies carefully select IPs that can appeal to a wide audience and design products that can effectively showcase the power of this IPs. Another factor contributing to the market's growth is the increasing demand for interactive and educational toys. In the post-pandemic era, toys like construction sets, plush toys, and games and puzzles are becoming more popular as they provide a source of mental well-being and stress relief through hands-on experiences. The Chinese government has also introduced policy guidelines aimed at promoting the development of scientific and educational toys, which are favored by concerned parents due to their educational value. The expansion of e-commerce channels is also expected to drive future growth in the action figure and accessories toy market. While the pandemic has accelerated the shift towards online shopping, leading players in the traditional toys and games market are also targeting lower-tier cities and the direct-to-consumer (D2C) channel as new sources of growth. Pop Mart, a Chinese trendy toy giant, has been focusing on these areas to reach a wider audience.

The action figure and accessories toy market in China is primarily segmented by material type, including plastic, silicone, and other materials. Each of these categories exhibits unique characteristics that cater to different consumer preferences and market demands.

Plastic material is the dominant category in the action figure market, comprising a significant majority of sales. Plastic figures are favored for their durability, affordability, and versatility in design. They can be produced in a wide range of styles and sizes, making them suitable for various franchises, including popular superhero and anime characters. The production processes for plastic action figures have become increasingly sophisticated, allowing manufacturers to create highly detailed and articulated figures that appeal to collectors and children alike. The widespread availability of plastic toys in wholesale markets like Shantou further supports their popularity, as they are easily accessible at competitive prices. Although silicone action figures represent a smaller segment of the market compared to plastic, they are gaining traction due to their unique properties. Silicone figures are often softer and more flexible, making them safer for younger children. They can also be designed with realistic textures and features that enhance play experiences. This material is particularly popular for collectible figures that emphasize tactile interaction or for characters that require a more lifelike representation. As parents increasingly prioritize safety in toy selection, the demand for silicone figures may continue to grow. Other materials category encompasses a variety of materials used in action figure production, such as metal or fabric components. While these figures are less common than plastic or silicone options, they often appeal to niche markets or collectors looking for unique items. For instance, limited edition figures made from high-quality materials can command higher prices and attract adult collectors who value craftsmanship and rarity.

By age group, Up to 5 Years age group typically sees action figures that are designed for safety and educational purposes. Toys in this segment often feature bright colors, soft edges, and interactive elements that promote sensory development. While traditional action figures are less common for this age group, parents often purchase figures from popular animated series or educational shows that appeal to young children. The focus here is on fostering imaginative play rather than complex narratives, leading to moderate sales compared to older age groups. 5 to 10 Years segment represents the most significant market for action figures in China. Children aged 5 to 10 are highly influenced by popular media, including animated series, movies, and video games. Action figures from franchises such as Transformers, Marvel superheroes, and local Chinese cartoons see robust sales as children engage with these characters through various forms of media. The demand for collectible figures also rises in this age group as children begin to develop preferences for specific characters and brands. This segment benefits from a combination of imaginative play and brand loyalty, making it a key driver of market growth. The market for action figures among those aged 10 and above is primarily driven by collectors and older fans of franchises. This group includes teenagers who may still engage with toys but are also influenced by nostalgia for characters from their childhood. High-quality collectibles, often made from premium materials or featuring intricate designs, appeal to this demographic. Brands like Hot Toys and Sideshow Collectibles cater specifically to this market with limited edition releases that attract adult collectors. The trend towards customization and unique designs further enhances interest among this age group.



Supermarkets and Hypermarkets retail formats are popular for their convenience and wide product selection. They often feature prominent toy sections that include action figures from well-known franchises. This channel appeals to families looking for one-stop shopping experiences, especially during festive seasons or promotional events. While they provide accessibility, the focus is often on mass-market brands rather than niche collectibles. Specialty toy stores cater to enthusiasts and collectors by offering a curated selection of action figures and related accessories. These stores often carry exclusive items and limited editions that are not available in larger retail chains. The knowledgeable staff can provide personalized recommendations, enhancing the shopping experience for dedicated fans. This channel is particularly significant for high-end collectibles, where consumers are willing to pay a premium for unique products. Department stores typically offer a range of toys, including action figures, but they may not have as extensive a selection as specialty stores. While they provide convenience for shoppers looking to purchase various items in one location, their toy sections may be more focused on mainstream brands aimed at children rather than collectible figures. Online channels, e-commerce has become the most significant distribution channel for action figures in China, especially post-pandemic. Platforms like Tmall and JD.com offer vast selections, often at competitive prices. Online shopping allows consumers to access international brands and exclusive releases easily. The convenience of home delivery and the ability to compare prices have made online channels highly popular among all age groups. Others category includes pop-up shops, conventions, and online marketplaces where collectors can buy or trade action figures. These venues often foster community engagement among fans and provide opportunities to discover rare items.

Considered in this report
• Geography: China
• Historic Year: 2018
• Base year: 2023
• Estimated year: 2024
• Forecast year: 2029

Aspects covered in this report
• China Toy Market with its value and forecast along with its segments
• Application wise tire industry distribution
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

By Material type:
• Plastic material
• Silicon material
• Others

By Age group:
• Up-to 5 Years
• 5 to 10 Years
• Above 10 Years

By Distribution channel:
• Supermarket and Hypermarket
• Specialty stores
• Departmental stores
• Online channels
• Others

The approach of the report:
This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third-party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience
This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to toy industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.