Global IP Pop Toy Market to Nearly Double by 2036, Driven by Licensed Characters and Digital Innovation

The global IP pop toy market is projected to experience sustained growth over the next decade, expanding from an estimated USD 4,345.5 million in 2025 to USD 8,956.3 million by 2035, according to the latest industry outlook. The market is expected to register a compound annual growth rate (CAGR) of 7.5% during the forecast period, supported by rising demand for licensed character merchandise, the continued evolution of collectible culture, and increasing integration of digital and interactive features into physical toys.

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Market Overview:

The IP pop toy market encompasses character-based collectible toys derived from authorized intellectual property, original IP, and proxy IP across applications such as blind boxes, specific figures, ball-jointed dolls (BJDs), and action figures. Growth is being observed globally, with Asia Pacific, North America, and Europe identified as the leading regions.

Demand is being driven by children, adult collectors, and pop culture enthusiasts seeking products that combine entertainment value, emotional connection, and long-term collectible appeal. The market’s expansion is closely tied to the broader growth of the entertainment merchandise ecosystem, including anime, gaming, film, and television franchises.

Market Size and Growth Trajectory

The market follows a steady upward trajectory marked by several inflection points. Between 2025 and 2027, market value is expected to increase from USD 4,345.5 million to USD 4,671.5 million, driven by the introduction of new licensed characters and innovative designs that attract both first-time buyers and established collectors.

A second inflection point occurs around 2028, when the market rises from USD 5,021.8 million to USD 5,398.4 million. This phase reflects expanded collaborations between toy manufacturers and media franchises, as well as increased emphasis on interactive and collectible experiences. Growth accelerates further between 2030 and 2032, reaching USD 6,706.5 million, as consumer preferences shift toward tech-infused toys that blend entertainment, education, and digital engagement. By 2035, a mature global fan base and advanced technology integration are expected to support the market’s peak valuation.

Market Context Within Related Industries

IP pop toys account for an estimated 8–10% of the global toy market, underscoring the importance of character-based products in mainstream toy consumption. Within the collectibles market, they represent approximately 12–15%, reflecting strong interest in limited editions and rare figures among adult collectors. The segment holds a 5–7% share of the entertainment merchandise market and approximately 10–12% of the broader pop culture market. In online retail, IP pop toys account for 15–18% of sales, highlighting the role of e-commerce platforms in distributing exclusive and limited-edition products globally.

Key Segments: Authorized IP and Blind Boxes Lead

By classification, authorized IP is projected to account for 48.0% of market share in 2025, making it the dominant segment. Consumers continue to prioritize authenticity, official licensing, and brand recognition, particularly for products linked to established anime, gaming, and entertainment franchises.

By application, blind boxes are expected to represent 45.0% of total demand. The format’s surprise-based purchasing model, combined with strong community engagement and trading dynamics, has positioned blind boxes as a core driver of modern collectible culture.

Regional and Country-Level Insights

China is forecast to lead global growth with a CAGR of 10.1% through 2035, supported by expanding entertainment content production, strong pop culture consumption, and government-backed cultural industry initiatives. India follows with a projected CAGR of 9.4%, driven by a growing youth population and emerging collectible culture. Germany is expected to grow at 8.6%, reflecting demand for premium, design-focused collectibles.

The United States market is projected to expand at a CAGR of 7.1%, supported by an advanced entertainment industry and strong demand for high-quality merchandise. The United Kingdom is forecast to grow at 6.4%, while Japan is expected to register a CAGR of 5.6%, reflecting its mature character culture and emphasis on design precision.

Key Trends Shaping the Market

The market is being shaped by advances in design and manufacturing technologies, enabling greater product differentiation and consistent quality across collections. Digital integration is also gaining traction, with manufacturers incorporating digital authentication, augmented reality features, and interactive elements to enhance collectible value and ownership verification.

At the same time, the industry faces challenges related to intellectual property licensing complexity, market saturation in mature regions, and the need for continuous design innovation. Sustainability considerations and green manufacturing practices are also influencing product development strategies.

Competitive Landscape

The IP pop toy market is moderately competitive, with established players and specialized collectible producers investing in licensing capabilities, design innovation, and manufacturing quality. Key companies operating in the market include Bandai, Sideshow Collectible, KOTOBUKIYA, Kaiyodo, Kidrobot, Funko, Unbox Industries, Smoko, Mighty Jaxx, and Toy2R.

As entertainment franchises continue to expand globally and collectors seek products that reflect personal identity and cultural affiliation, the IP pop toy market is expected to remain a significant and evolving segment within the global entertainment merchandise industry through 2035.

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