Hasbro, Funko Pop, Sylvanian Families… why adults buy so many figurines

While the toy market has been down slightly continuously decreased in recent years, that of the toy “for adults” is increasing. Consequently, It even represents a large third of the market in 2024. For example, Among the sectors that stimulate the market, that of the figurine is in very good place. Moreover, The adult figurine therefore. In addition, Be careful, nothing sexual in there. In addition, Adult figurines are toys representing characters in pop culture. Furthermore, Do not look for counterfeitness.

Among the flagship brands of this trend, Funko Pop stands out. Similarly, With the design of his figurines with a big head. Nevertheless, face manga, Funko Pop multiplies the references: One Piece, Superman, Dragons … Therefore, All pop franchises pass. Moreover, This trend has encouraged more traditional brands to look into pop culture. For example, Thus. Furthermore, Schleich, known for his miniature hasbro, funko pop, sylvanian families… reproductions of animals, launched a collection of fantastic dinosaurs, in the wake of the exit from Jurassic World.

They multiply like Mogwai – Hasbro, funko pop, sylvanian families…

Faced with the boom in the figurine market, brands are adapting. Moreover, In its very recent King’Dultes spaces (a concept store has just opened in Marseille while waiting for a new in the Paris region at the start of the school year). In addition, dedicated to adult toy buyers, King Jouet thus reserves a place of choice for figurines. Consequently, “The figurines market has been growing for several years and the trend is maintained and even increases. There is a great diversification of the universes. for example in manga and comics, ”explains Noam Bouyakoub, director of the King Jouet products pole, to justify the multiplication of linear meters dedicated to figurines in its stores.

But these figurines. also sold in mass online, are not just for space, they also claim attention. “Whether by their variety. the prices they can reach by their rarity, the figurines require special expertise,” specifies Noam Bouyakoub. It is not at all a niche market. »»

A dragon. but in cute – Hasbro, funko pop, sylvanian families…

If Funko Pop turned to young adults very early, by betting both on recent films or series (Stranger Things, Game of Thrones, Wednesday…) But also on heritage licenses of pop culture (Star Wars, Dungeons & Dragons, X-Files…), Other brands have been caught up in the “Kidults” trend, appalling suitcase word aimed at characterizing customers over 13 years old in the game and toy market.

“We know that adults collect the Sylvanians but we primarily target children accompanied by their parents. This transmission is at the heart of our philosophy. ”explains Michihiro Maeda, president of Epoch, a Japanese company who created the Sylvanian Families. These small animal figurines dressed in English fashion from the beginning of the 20th century. have been a hit for twenty years in Europe and celebrates its 40th anniversary. A success that lasts in particular thanks to ex-girlfriends, today adults, but who continue to buy it …

« There is a nostalgic universal dimension among the Sylvanians hasbro, funko pop, sylvanian families… because we know neither where nor when they come. No one knows where the world of Sylvanians is located. And it’s very good like that! »

Only Bruce Wayne can afford this Batman figurine

Some bad languages will say that the figurines that succeed. in touching the adult market are those that are expensive. Or, the figurines that affect adults can afford to display high prices. The egg or the hen (with gold eggs) … “We make luxurious figurines but not in terms of price,” estimates Michihiro Maeda. From the start, we tried to make figurines with very detailed clothes, in highly sought -after materials and fabrics. The sweetness of the figurines and our know-how to dress them distinguished us from the competition. »»

Even brands aimed at a very large audience asks the question of the adult market. For example, at Hasbro, the world leader inaction figure. “People do what they want with their figurines but it is true that when they are designed. we try to define if they are players or adult collectors who will buy them,” explains Dwight Stall, designer of Marvel figurines at Hasbro. Children demand special things: flexibility. the possibility of throwing projectiles with figurine… ”

“Luke, I’m your father but I collect figurines”

Above all, even the brands of figurines very well installed in adults are careful not to alienate hasbro, funko pop, sylvanian families… the public children. At Games Workshop for example. wargames that require a big investment in figurines to assemble and paint before playing, like Warhammer 40K, are the prerogative of well -installed shopping customers. However, the firm regularly changes its games and launches new, more accessible, to renew the generations of players. Logic is the same at AMG with its Star Wars Legion game which has been completely redesigned to revitalize. (and rejuvenate) the community of players.

Even with adults, the figurine market remains a mass market. If some pieces can reach delusional prices in collectors, this speculative windfall escapes companies that create objects. However, this maniac trend of collectors amused Dwight Stall.

« Of course you can keep their figurines under plastic, everyone finds their pleasure as they want with the figurines. I find it a bit of a shame. Especially hasbro, funko pop, sylvanian families… because I broke my head to articulate them so that they can have super cool poses … »

“I am not a figurine, I am a Liiibre kidult!” »»

If it is not (really) to play with it. the spring of this adult rush to the figurines is, for observers of the sector, very simple. “It is quite a cultural product,” says Noam Bouyakoub. We buy it to have fun, to tell a story … “A few months ago. on the LinkedIn network, a meme consisted in imagining – most often using an image generative AI – in the form of a” starter pack “, a figurine under plastic blister, with accessories.

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A trend that showing the attachment of a whole generation to figurines. which touched Dwight Stall: “I find it great that people imagine themselves like figurines. It shows that this kind of toy has entered our hasbro, funko pop, sylvanian families… collective imagination. Finally. whether we see ourselves as figurines under Blister or place, on our desk, a figurine, we always seek to define ourselves in relation to pop culture. The world of comics for example is so rich that everyone can find the character who characterizes him. »»