An analysis of Mego in the Collectible Action Figure market

 


The Collectible Action Figure Market is a growing industry that involves the production and sales of limited edition, highly detailed and often exclusive figures and figurines for collectors and fans. 

Market Size – The global collectible action figure market size is currently valued at over 5.5 Billion and expected to grow at a compound annual rate of 7.3% to 2028.  Mego, one of the largest Licensed Action Figure companies in the 1970’s  had re-entered the market in 2018 as a niche player, offering highly detailed and nostalgic figures based on popular franchises from the 1970’s and 1980’s.  Over the last 4 years, Mego has expanded to main stream licenses and characters with some of the most popular and iconic properties in Horror, Super Heroes, Movie and film and progressing to other formats such as anime and animation.

Consumer Demographics – Target demographics for collectible action figures is typically male and ranges in age from 25-44.  Upon re-launching, Mego demographics targeted nostalgic adults who grew up with the original figures and demographics and are now rapidly expanding to a younger audience with contemporary licenses and additional form factors.

Consumer Preference – The most popular categories for collectible action figures include Superhero, Fantasy Film and TV, Horror, Comedy, and Music titles.  The current Mego line focuses on franchises such as DC comics Batman and Superman franchises, a wide range of Warner Bros Film and TV properties, Horror titles such as Universal and Hammer Horror,, Star Trek, Planet of the Apes, Music such as Kiss and Alice Cooper as well as Animation and Anime properties.

Sales Performance – Sales of collectible action figures have no seasonality, enjoying year round purchasing from consumers with spend-able income.  The collectible action figure market can experience peak sales in the lead up to major film releases in popular franchises or on anniversary properties.  By moving quickly to market with timely properties, Mego has been able to take advantage of both opportunities and are very well-received by fans and collectors alike, who follow and collect their favorite entertainment properties , with figures selling out quickly after release

Competitor analysis – The collectible action figure market is a competitive market that Mego not only helped create, but now stands out in with their form factor of an 8” or 14” Clothed Action Figure.  Mego has established a very broad based and loyal fan base since its relaunch and are a major player in the collectible action figure category.

These analytics provide a snapshot of Mego’s current position in the collectible action toy figure industry and suggest that there is a very strong demand for high quality, nostalgia and contemporary based collectible figures.

 

Joel Rosenzweig

Mego Corporation

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