+23 % change
Extra-EU imports of CN 95030099 were up 23% in 2025 compared with 2020 (€402.2 million), calculated from Eurostat values.
Eurostat192.4 EUR million
EU exports of CN 95030099 to countries outside the EU were worth €192.4 million in 2025.
Eurostat799.8 EUR million
Trade between EU member states in CN 95030099 (intra-EU arrivals) came to €799.8 million in 2025.
EurostatSource: Eurostat
Why this market is moving now
- Extra-EU import value moved +23% from 2020 to 2025, a direct read on EU demand for sourced supply.
- Supply is concentrated: one country provided a large share of extra-EU imports in 2025.
- US employment in the core industry shifted +3% since 2020.
What this market covers
Posable collectible figures of characters from films, games and comics. Children, collectors and toy retailers buy them.
Typical segments
- Licensed movie figures
- Collector figures
- Children toy figures
- Video game figures
Who buys
- Toy retailers
- Collectors
- Parents
Largest non-EU suppliers to the EU
| Country | Import value |
|---|---|
| China | 386.4 EUR million |
| Viet Nam | 19.3 EUR million |
| United Kingdom | 13.9 EUR million |
| Sri Lanka | 13.2 EUR million |
| Japan | 9.3 EUR million |
| United States from 1995 -> 2000) | 8.2 EUR million |
Key figures
Each figure links to the page it came from.
| Figure | Value | Year | Source |
|---|---|---|---|
| The EU imported €493.7 million of products under CN code 95030099 (Toys, n.e.s.) from outside the EU in 2025. | 493.7 EUR million | 2025 | Eurostat |
| Extra-EU imports of CN 95030099 were up 23% in 2025 compared with 2020 (€402.2 million), calculated from Eurostat values. | +23 % change | 2025 | Eurostat |
| EU exports of CN 95030099 to countries outside the EU were worth €192.4 million in 2025. | 192.4 EUR million | 2025 | Eurostat |
| Trade between EU member states in CN 95030099 (intra-EU arrivals) came to €799.8 million in 2025. | 799.8 EUR million | 2025 | Eurostat |
| China was the largest non-EU supplier of CN 95030099 to the EU in 2025, with €386.4 million, or 78% of extra-EU imports. | 386.4 EUR million | 2025 | Eurostat |
| EU exports of CN 95030099 to the United States were €23.3 million in 2025. | 23.3 EUR million | 2025 | Eurostat |
| The average value of extra-EU imports of CN 95030099 was €7.96 per kilogram in 2025, calculated from Eurostat value and weight. | 7.96 EUR per kg | 2025 | Eurostat |
| Germany was the largest EU exporter of CN 95030099 to non-EU countries in 2025, at €26.3 million. | 26.3 EUR million | 2025 | Eurostat |
| The EU had 7,361 enterprises in NACE class C3240 (Manufacture of games and toys) in 2023. | 7,361 enterprises | 2023 | Eurostat |
| NACE class C3240 employed 61,217 people across the EU in 2021. | 61,217 persons employed | 2021 | Eurostat |
| The US had 930 private establishments in NAICS 339930 (Doll, toy, and game manufacturing) in 2025. | 930 establishments | 2025 | U.S. Bureau of Labor Statistics |
| NAICS 339930 employed an average of 10,695 people in US private industry in 2025. | 10,695 jobs | 2025 | U.S. Bureau of Labor Statistics |
| US employment in NAICS 339930 changed by +3% between 2020 (10,406 jobs) and 2025, calculated from BLS figures. | +3 % change | 2025 | U.S. Bureau of Labor Statistics |
| Average annual pay in US NAICS 339930 was $118,750 in 2025. | 118,750 USD per year | 2025 | U.S. Bureau of Labor Statistics |
What the full report covers
- 1
Executive summary
The answer on two pages: size, growth and what drives it.
- 2
Market size and outlook
History, the current year and a five-year view with base, low and high cases.
- 3
Segments and regions
Splits by product, buyer and geography across the US, Europe and MEA.
- 4
Company profiles
The main players, how they compete and where they are investing.
- 5
Data and method
Every figure in Excel, with the sources and assumptions behind it.
- 01Executive summary
The answer in one page: size, direction and what moves it - 02Market definition and scope
What is in and out of the European Union market - 03Market size, 2021 to 2025
Historical series and growth rates - 04Outlook to 2031
Base, low and high scenarios with stated assumptions - 05Rules, policy and deadlines
Regulation and programmes that change demand - 06Drivers and barriers
What accelerates or slows adoption, by customer segment - 07Prices, costs and margins
Unit economics where public data allows - 08Competitive landscape
8 to 12 company profiles with recent moves - 09Opportunities and risks
For new entrants, suppliers and investors - 10Method and sources
Every assumption and source, listed
Included with the full report
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- Excel data pack
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- Method note and assumptions
- Written to order in 5 working days
Frequently asked questions
How big is the EU action figures market?
There is no single official market total. Eurostat trade data shows the EU imported €493.7 million of goods under CN 95030099 from outside the EU in 2025 and exported €192.4 million.
Where does the EU import action figures from?
China was the largest non-EU supplier in 2025. The next largest were Viet Nam, United Kingdom, Sri Lanka.
What is the average import price of action figures in the EU?
Dividing Eurostat import value by weight gives about €7.96 per kilogram for CN 95030099 in 2025.
Which EU countries export the most action figures?
Germany led EU exports to non-EU countries in 2025, followed by Italy, France.
How many US companies are in the action figures industry?
BLS counts 930 private establishments in NAICS 339930 (Doll, toy, and game manufacturing), the closest official industry.
How many EU companies are in the action figures industry?
Eurostat counts 7,361 enterprises in NACE class C3240 (Manufacture of games and toys).
Sources and method
The figures on this page come from the public sources listed below. Read how we work.
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, partner EXT_EU27_2020, flow import, 2025, VALUE_IN_EUROS 493668445
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, flow import, 2020 VALUE_IN_EUROS 402222297; 2025 VALUE_IN_EUROS 493668445
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, partner EXT_EU27_2020, flow export, 2025, VALUE_IN_EUROS 192449246
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, partner INT_EU27_2020, flow import, 2025, VALUE_IN_EUROS 799825746
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, partner CN, flow import, 2025, VALUE_IN_EUROS 386443904
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, partner US, flow export, 2025, VALUE_IN_EUROS 23257449
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter EU27_2020, product 95030099, flow import, 2025, VALUE_IN_EUROS 493668445, QUANTITY_IN_100KG 620454
- Eurostat: EU trade since 1988 by HS2-4-6 and CN8 (DS-045409) (2026-11-04)
DS-045409, reporter DE, product 95030099, partner EXT_EU27_2020, flow export, 2025, VALUE_IN_EUROS 26317909
- Eurostat: Enterprises by detailed NACE Rev. 2 activity and special aggregates (sbs_ovw_act) (2026-11-04)
sbs_ovw_act, geo EU27_2020, nace_r2 C3240, indic_sbs ENT_NR, 2023, 7361
- Eurostat: Enterprises by detailed NACE Rev. 2 activity and special aggregates (sbs_ovw_act) (2026-11-04)
sbs_ovw_act, geo EU27_2020, nace_r2 C3240, indic_sbs EMP_NR, 2021, 61217
- U.S. Bureau of Labor Statistics: QCEW annual averages, NAICS 339930, 2025 (2026-11-04)
QCEW 2025 annual, US000, private, NAICS 339930, annual_avg_estabs 930
- U.S. Bureau of Labor Statistics: QCEW annual averages, NAICS 339930, 2025 (2026-11-04)
QCEW 2025 annual, US000, private, NAICS 339930, annual_avg_emplvl 10695
- U.S. Bureau of Labor Statistics: QCEW annual averages, NAICS 339930, 2025 (2026-11-04)
QCEW 2020 annual_avg_emplvl 10406; 2025 annual_avg_emplvl 10695
- U.S. Bureau of Labor Statistics: QCEW annual averages, NAICS 339930, 2025 (2026-11-04)
QCEW 2025 annual, US000, private, NAICS 339930, avg_annual_pay 118750
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