The Surge of Anime into Toys and Plush: A Growing Global Trend

By Steven Ekstract

Anime and manga have revolutionized the global toy market. Once considered niche interests, these genres now bridge East and West, reshaping the toy industry. Products inspired by anime and manga, especially action figures and plush toys, have made a significant impact on toy store shelves worldwide.

The Growth of Anime and Manga Characters in the Toy Market

In the past, anime and manga were considered niche interests, with dedicated fanbases in Japan and small pockets of enthusiasts abroad. However, with the rise of streaming platforms, which have democratized access to anime series and movies, mainstream audiences in North America, Europe, and beyond are consuming these shows at unprecedented levels.

This growing audience has created a powerful opportunity for toy companies, which have capitalized on the demand for licensed products from the anime and manga sectors. Companies such as Bandai, Funko, and Good Smile Company have led the way, producing everything from collectible action figures to plush toys featuring characters from popular anime series like Demon Slayer, My Hero Academia, and Attack on Titan. For many fans, owning a piece of merchandise tied to their favorite characters or series has become an essential way to express their fandom, creating a vibrant and profitable market for these companies.

Licensed products from the anime and manga sector are now ubiquitous across toy store shelves, specialty retailers, and online marketplaces. What was once considered niche merchandise is now mainstream, with anime and manga toys often sitting alongside products from established Western franchises like Star Wars, Marvel, and Harry Potter. This shift illustrates how anime and manga have broken free of their cultural constraints and become global powerhouses, capable of driving entire sectors of consumer goods.

Kawaii Culture and the Rise of Plush Toys

Another key factor driving the growth of anime-themed products in the toy market is the increasing influence of Kawaii culture—a uniquely Japanese aesthetic that emphasizes "cute" designs. Kawaii toys often feature animals, figures, and even inanimate objects that are imbued with human-like features such as big eyes, smiling faces, and exaggerated expressions. Originally rooted in Japanese youth culture, this design philosophy has found an enthusiastic global audience, especially among collectors and younger consumers.

Toys designed in the Kawaii style have become a significant part of the anime product boom, with plush toys leading the charge. Plush figures of popular characters like Pikachu from Pokémon, Totoro from My Neighbor Totoro, and Kirby from the Kirby video game series have become instant hits. The appeal of Kawaii toys extends beyond these well-known characters, particularly within the "squish" toy category. Brands like Squishmallows have embraced the Kawaii aesthetic, introducing fans to a new realm of soft, huggable characters that evoke warmth and comfort.

One reason for the widespread appeal of Kawaii toys is their accessibility. These products often emphasize universality—after all, who can resist a smiling cat or an adorable bunny? As a result, Kawaii toys attract a broader audience that may not even be familiar with the anime or manga world. This accessibility has provided toy companies with a valuable entry point into global markets, where Kawaii products transcend cultural boundaries and resonate with consumers of all ages.

Licensed Products: More Than Just Toys

The synergy between anime, manga, and toys extends beyond physical products. The licensing potential within this space is virtually limitless, with toys often serving as an entry point to a much larger ecosystem of merchandise. Anime and manga-inspired toys are frequently accompanied by other licensed products, such as apparel, accessories, home décor, and stationery. For example, characters from Naruto or Dragon Ball Z can be found on everything from t-shirts and backpacks to phone cases and keychains, allowing fans to incorporate their favorite anime characters into nearly every aspect of their daily lives.

As more companies recognize the immense potential of anime and manga properties, the future of licensed products in this sector looks brighter than ever. The convergence of anime and toys - particularly in the realm of Kawaii-inspired plush products—shows no signs of slowing down, as both continue to capture the hearts and wallets of consumers around the world.

About the author:

About the author:

Steven Ekstract is the founder and Managing Director of Global Licensing Advisors, a media, marketing and licensing consultancy based in New York, which he launched in September 2020. Previously, he was Head of Brand at Informa Markets Global Licensing Group, which includes Licensing Expo Las Vegas, Brand Licensing Europe, Licensing Expo China, Licensing Expo Japan, the Licensing Leadership Summit and License Global, the leading information service for the worldwide licensing industry. Steven Ekstract was also the founder and Group Publisher of License Global magazine, the premier publication for the global licensing business. He is a regular speaker on licensing topics at conferences around the world and is the author of “Licensing for Dummies”, an introduction to the licensing business published in paperback by John Wiley & Sons.