by MADDIE MICHALIK, Assistant Manager of Content and Digital Communications, The Toy Association

The rise of anime is like the greatest love story ever told, in which every element — from a passionate, engaged fanbase to cross-cultural appeal and widespread accessibility — fell into place at the perfect moment.  

Once relegated to the sidelines of geek culture, anime has emerged as the unlikely hero of mainstream entertainment thanks to increased accessibility via streaming services. This availability coincided with the COVID-19 era, during which extra time at home led many families to discover anime as they sought to immerse themselves in different worlds. 

Add to that an extremely active fanbase of kids, teens, and adults that engages with the anime community through conventions, online forums, social media, fan art, and cosplay, and you’ve got a cultural ripple effect.

“You’ve probably heard of iconic characters like Pikachu, Goku, and Sailor Moon — but those are only the tip of the iceberg,” says Adrienne Appell, Executive Vice President of Marketing Communications at The Toy Association. “With the surge in popularity of anime franchises, toy manufacturers are leveraging these animated series to create a wide array of merchandise, from action figures and plush toys to collectibles and games.” 

According to a survey of 1,000 U.S. parents completed last summer by Wakefield Research on behalf of The Toy Association, 1 in 4 parents reported they were likely to buy toys based on anime content. From a manufacturer’s perspective, Bandai — a global leader in anime-licensed products — had a 600% year-over-year increase in its Gashapon (vending machines) blind capsule business in 2023. This year, the company is adding new collections to the line inspired by Chainsaw Man and Spy x Family.

Jazwares joined forces with Crunchyroll for Total Anime, a new collection of toys, costumes, pet products, and other consumer products, that celebrates the streaming platform’s portfolio of top-tier anime series, which includes Attack on Titan, Chainsaw Man, Jujutsu Kaisen, My Hero Academia, and Spy x Family. 

Fans of Spy x Family can also collect YuMe Toys’ new limited-edition DZNR Plush or TOMY’s Club Mocchi- Mocchi- Suya Suya (Japanese for “peacefully sleeping friend”) soft plush, each based on characters from the franchise. 

“The sheer diversity and depth of anime content also plays a crucial role in its mainstream appeal,” Appell continues. “Anime covers a broad spectrum of genres, including action, adventure, romance, science fiction, fantasy, and horror — there is something for everyone.” 

This abundance of material not only contributes to the popularity of these properties but also makes them unique to translate into products. Naruto and One Piece serve as prime examples of entry-level anime, boasting extensive episode counts that provide ample content for fans to delve into. Additionally, the vast universe of One Piece made it particularly suited for adaptation into a live-action series on Netflix, which debuted last August, further expanding its reach and appeal to an even broader audience. Based on consumer response to the series, EXG Pro scored the One Piece license to introduce the Luffy Cable Guy, a stylized figural stand for a phone or gaming controller. 

Throughout this year and beyond, expect to see more crossover partnerships as toymakers leverage the distinct, beloved stories and aesthetics of anime to create toys and collectibles that resonate with hardcore and casual fans alike.

A version of this feature was originally published in The Toy Book’s 2024 Licensing & Entertainment Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!