In July 2025, the collectible toys and games market is a dynamic and rapidly evolving sector, fueled by a convergence of trends from the toy industry, gaming industry, and the Anime and Manga space. Collectors of all ages are drawn to a diverse array of products, from high-end action figures and trading cards to blind boxes and digital collectibles, driven by nostalgia, pop culture, and technological innovation. The global toy collectibles market, valued at $12.5 billion in 2023, is projected to reach $20.3 billion by 2032, growing at a compound annual growth rate (CAGR) of 5.7% DataIntelo. Meanwhile, the gaming industry, with a market size of $187.7 billion in 2024, continues to influence collectibles through licensed merchandise tied to popular franchises Newzoo. The Anime and Manga sector, with its licensing market expected to grow from $24.56 billion in 2023 to $67.38 billion by 2030, is a powerhouse driving demand for collectibles Data Insights Market. Social media platforms like X amplify this excitement, with fans sharing their passion for new releases and exclusive drops. This 5,000-word analysis explores the trends, market dynamics, and community sentiments shaping the collectible toys and games landscape in July 2025.
Toy Industry Trends
The Rise of the Kidult Market
The “kidult” market—adults purchasing toys for themselves—has become a cornerstone of the toy industry. Research suggests that 73% of parents buy toys for themselves, with 61% doing so to connect with their children and 49% to relive childhood memories PR Newswire. This trend is driven by nostalgia, with brands like LEGO capitalizing on adult-oriented sets, such as vintage-themed collections, which reported a 23% profit margin in 2020, far surpassing competitors like Hasbro and Mattel MeetGlimpse. Collectors are drawn to high-end items like limited-edition action figures and retro-inspired toys, which offer both emotional and investment value.
Growth of Collectibles
The collectible toys market is experiencing robust growth, with sales projected to increase from $12.5 billion in 2023 to $20.3 billion by 2032, at a CAGR of 5.7% DataIntelo. This growth is fueled by the increasing popularity of rare and limited-edition items, such as small collectible figures, trading cards, and plush toys, which saw nearly 5% global sales growth in 2024 License Global. The rise of e-commerce platforms like Amazon and specialized retailers like Solaris Japan has made it easier for collectors to access these items globally Solaris Japan.
Licensed Properties
Licensed toys tied to movies, TV shows, anime, and manga dominate the market. Franchises like Marvel, Dragon Ball, and Pokémon continue to drive demand, with search volumes for Dragon Ball figures surging by 45.51% month-over-month in March 2025 Accio. The success of movie tie-ins, such as Barbie and Transformers, has shown that licensed properties can significantly boost sales, with toy sales rebounding in 2023 due to these connections Exploding Topics.
Educational and Skill-Building Toys
Parents are increasingly seeking toys that promote cognitive, social, and physical development. The Toy Association reports that 58% of U.S. parents favor toys that build skillsets, with 60% seeking STEAM-focused toys and 56% looking for those encouraging outdoor play The Toy Association. Construction toys like LEGO and magnetic building blocks have seen a sales increase of 1.6% over two years, reflecting this demand NIQ.
Nostalgia and Retro Toys
Nostalgia is a powerful driver, with re-releases of classic toys and new spins on old favorites appealing to both original fans and new generations. Companies like Hasbro and Mattel are reintroducing lines like G.I. Joe and Transformers with modern updates, while retailers like Target offer weekly collectible drops from June to July 2025 Target.
E-commerce and Social Media
The rise of e-commerce and social media has transformed the collectibles market. Platforms like TikTok and Instagram host unboxing videos and collector communities, driving hype for new releases. Social media also facilitates the spread of trends, with collectors showcasing their finds and connecting with others, enhancing the community aspect of collecting Verified Market Research.
| Trend | Description | Key Drivers |
|---|---|---|
| Kidult Market | Adults buying toys for nostalgia and connection | 73% of parents buy toys for themselves, driven by pop culture and nostalgia |
| Collectibles | Growing demand for figures, trading cards, and plush | Projected to reach $20.3B by 2032, fueled by e-commerce and limited editions |
| Licensed Properties | Toys tied to movies, anime, and games dominate | Marvel, Dragon Ball, Pokémon drive sales with movie and series tie-ins |
| Educational Toys | Toys promoting skills and mental health | 58% of parents seek skill-building toys, 60% want STEAM-focused products |
| Nostalgia and Retro | Re-releases and modern takes on classic toys | Brands like Hasbro and Mattel capitalize on retro lines like G.I. Joe |
| E-commerce and Social Media | Online platforms and social media amplify trends | TikTok, Instagram, and X drive hype for new drops and collector communities |
Anime and Manga Collectibles
Market Dynamics
The Anime and Manga collectibles market is a powerhouse, with the global manga and anime licensing market projected to grow from $24.56 billion in 2023 to $67.38 billion by 2030, at a CAGR of 13.5% Data Insights Market. This growth is driven by the increasing popularity of anime and manga worldwide, fueled by streaming platforms like Netflix and Crunchyroll, which expand access to these series. The Asia-Pacific region, particularly Japan, dominates due to its cultural connection to anime and manga, but North America and Europe are also seeing significant growth Grand View Research.
Popular Series
Several series are driving collectible demand in July 2025:
- Jujutsu Kaisen: With over 3.5 million copies sold by June 2025, this series leads Oricon rankings, with fans seeking figures and trading cards RoukHein on X.
- Dandadan: Its unique horror-comedy blend has made it a fan favorite, with 2.6 million copies sold and a second season set for July 2025, boosting demand for related merchandise RoukHein on X.
- One Piece: A perennial favorite, with new episodes of the Egghead Island Arc in April 2025, driving sales of figures like Monkey D. Luffy Rotten Tomatoes.
- Blue Lock, The Apothecary Diaries, and My Hero Academia: These series also rank high, with collectors seeking out exclusive items UzuRepo on X.
Key Products
- Action Figures: Companies like Funko and Bandai Namco offer high-quality figures, with Dragon Ball figures seeing a 45.51% surge in search volume Accio.
- Plush Toys: Cute, anime-inspired plush toys are popular, especially for series like Cardcaptor Sakura and Dr. STONE Crunchyroll Store.
- Trading Cards: Cards for Magic: The Gathering, Pokémon, and Yu-Gi-Oh! remain in demand, with Magic: The Gathering – Final Fantasy Collector Booster Box topping sales charts ICv2.
- Blind Boxes: Popularized by companies like POP MART, blind boxes offer surprise collectibles, driving excitement among collectors Market Decipher.
Events
Anime Expo 2025, held from July 3-6 in Los Angeles, is a major hub for collectors, featuring exclusive merchandise drops and panels showcasing new releases Anime Expo. Other events, like Comiket in Japan and Crunchyroll Expo, also drive interest, with fans seeking rare doujinshi and fan-made collectibles Anime Hiiiii. In Tokyo, events like the Anime 25th Anniversary Concert and Bleach World offer exclusive merchandise, such as pin badges and themed food items Hyper Japan.
| Series | Sales/Copies Sold (2025) | Key Collectibles | Event Influence |
|---|---|---|---|
| Jujutsu Kaisen | 3.5M | Figures, trading cards | Anime Expo, Crunchyroll Expo |
| Dandadan | 2.6M | Figures, plush | Season 2 release in July 2025 |
| One Piece | 1.94M | Monkey D. Luffy figures, trading cards | Egghead Island Arc, Anime Expo |
| Blue Lock | 2.22M | Figures, apparel | Streaming popularity on Netflix |
| The Apothecary Diaries | 1.97M | Figures, collectible pins | Season 2 release, Crunchyroll events |
Gaming Industry Insights
Market Overview
The global video game market reached $187.7 billion in 2024 and is expected to continue growing, with mobile gaming contributing over 50% of revenue Newzoo. The industry is navigating challenges like layoffs and studio closures but is poised for a rebound in 2025, driven by technological advancements and new releases GeekWire.
Key Trends
- Remakes and Reboots: The industry is capitalizing on nostalgia with remakes like Final Fantasy VII (7 million copies sold) and Xenoblade Chronicles X, driving demand for related collectibles Exploding Topics.
- Mobile and Cloud Gaming: Mobile gaming is projected to reach $160 billion by 2025, while cloud gaming, valued at $12 billion, makes high-quality games accessible on various devices, potentially leading to new digital collectibles TrangoTech.
- AI in Game Development: One in three developers use generative AI tools for content creation, which could influence the design of digital collectibles GameStudio.n-ix.
- VR and AR: Advances in VR and AR, with hardware like Apple Vision Pro, are opening new possibilities for immersive collectibles GameStudio.n-ix.
- Metaverse: The metaverse is gaining traction, with gaming as a first mover, potentially introducing virtual collectibles and digital assets EY.
Collectible Connections
Video games often inspire physical and digital collectibles. For example, Final Fantasy VII’s remake has led to a surge in demand for figures and trading cards, while mobile games like Genshin Impact offer in-game collectibles that translate to physical merchandise. The Magic: The Gathering – Final Fantasy Collector Booster Box topping sales charts in June 2025 highlights the intersection of gaming and collectibles ICv2.
Social Media Sentiments
Community Engagement
Social media platforms like X are a vibrant space for collectors to share their passion. Posts from July 2025 highlight:
- @CartoonEmpire_: Lists top-selling anime movies, with Demon Slayer: Kimetsu no Yaiba at $41,997 and Attack on Titan at $28,100, reflecting strong demand for related collectibles CartoonEmpire_ on X.
- @UzuRepo: Ranks top manga brands by consumer interaction, with One Piece, Jujutsu Kaisen, and Dandadan leading, driving interest in figures and cards UzuRepo on X.
- @summerskyrender: Reports manga sales boosts, with The Fragrant Flower Blooms with Dignity selling 70,000 copies, indicating demand for new series’ merchandise summerskyrender on X.
- @FunkoPOPsNews: Announces Anime Expo drops, generating 24,279 views and 215 likes, showing excitement for new collectibles FunkoPOPsNews on X.
Concerns and Challenges
While enthusiasm is high, some collectors express concerns about rising costs and accessibility. For example, a post on X noted the high price of a battle-damaged Optimus Prime figure, reflecting a broader sentiment about the cost of premium collectibles CBR. Others worry about the availability of limited-edition items, particularly during high-demand events like Anime Expo.
Conclusion
In July 2025, the collectible toys and games market is a dynamic and thriving ecosystem, driven by nostalgia, pop culture, and technological innovation. The toy industry’s focus on kidults, licensed properties, and e-commerce has fueled a surge in collectibles, with the market projected to reach $20.3 billion by 2032. The gaming industry, with its $187.7 billion market and trends like remakes and cloud gaming, is creating new opportunities for physical and digital collectibles. Anime and Manga, with series like Jujutsu Kaisen and Dandadan leading the charge, are a cornerstone of the market, with events like Anime Expo 2025 amplifying demand. Social media platforms reflect the community’s passion, though concerns about costs and accessibility highlight areas for improvement. As the industry looks to the future, the interplay of these trends promises to keep the collectible market vibrant and ever-evolving, offering something for every collector and enthusiast
