Action Figures Continue Their Decline

Since 2009, the reduced power of movies to move sales of action figures and other factors have caused a decline in the sales of action figures, from around $1.6 billion per year to an estimated $1.2 billion in 2013. 

A report from TD Monthly lists a number of factors that may have contributed to this decline. One of them may be the increasing number of movies with action figures lines. As the number of such films increases, they may be cannibalizing action figures sales from each other.

Another factor may be the increase in movie streaming. The report mentions a correlation between the decline in movie attendance by kids and the increase in home streaming of movies. It may be that while the same number of people are seeing the movies, they may be viewing them at times that do not match the release of the associated action figures.

Finally, Disney's recent foray into the action figures market and the growth of its Skylanders toys have also been a factor. In 2013, Skylanders accounted for about $500 million in sales. That is more than the decline in action figures sales in the past four years.