The Trump Tariffs that have gone into effect are hitting the action figure and toy industries as well as the movie business.
Trump instituted a strong tariff policy on foreign nations as a result of those nations having existing tariffs of their own on U.S. goods.
The markets have been rattled to say the least, which saw Trump announce a pause on certain Tariffs. However, things continue to escalate with China, with Trump adding additional tariffs, now totaling 145%.
China happens to be the source of many goods, and in relation to readers of this site, includes action figures and toys, comics, and the movie industry.
Trump tariffs and comics
The comic book industry is currently safe and is exempt, as “printed books” are listed on the tariff exception list:
- Printed books, brochures, leaflets and similar printed matter in single sheets, whether or not folded
- Printed dictionaries and encyclopedias and serial installments thereof
- Printed books, brochures, leaflets and similar printed matter, other than in single sheets
- Newspapers, journals and periodicals, appearing at least four times a week
- Newspaper supplements printed by a gravure process
- Newspaper, journals and periodicals, except those appearing at least four times a week
- Children’s picture, drawing or coloring books
- Music, printed or in manuscript, whether or not bound or illustrated
- Maps and hydrographic or similar charts of all kinds, including atlases and topographical plans, printed in book form
- Globes, printed
- Other printed maps and hydrographic or similar charts, not globes and not in book form, nesoi
- Hand-drawn original plans and drawings; hand-written texts; photo reproductions on sensitized paper and carbon copies of the foregoing
- Printed trade advertising material, commercial catalogs and the like
- Printed matter, nesoi, printed on paper in whole or in part by a lithographic process
- Printed matter, nesoi
Trump tariffs and action figures and toys
We get word about the Trump tariffs impacting the Toy Market via BigBadToyStore.com who issued the following statement about orders and preorders, where they will be raising prices upwards of 40%.
Joel Boblit, founder and president, wrote a statement posted by Toy News International on April 10, that in part states:
I’m writing to share with you how we are working to handle the rapidly escalating tariff situation. I want to be transparent and honest with you about the impacts of these tariffs. This is a complex situation so I apologize upfront for the length of my note, but I feel it is important to be as clear as possible in this difficult time.
Boblit continues with mention that most of their products they sell come from China and Vietnam:
For 25 years, we have operated as a family-owned business under a 0% tariff rate. Several months ago a 10% tariff was enacted for goods made in China. It was then doubled to 20%. In April a 34% tariff was added to the total, bringing us to 54%. Last night another 50% was added, and today (April 9th) an additional 21% was added, bringing us to 125% total tariffs on Chinese goods. Vietnam was to be subject to a 46% tariff, but it appears that this has been reduced to 10% for the next 90 days. These two countries manufacture 90% of the goods that we sell.
Boblit states that as a result of the situation, Big Bad Toy Store will be raising prices:
This unfortunately is going to result in retail price increases on products impacted by the tariffs, including new and open pre-orders. We are working hard to minimize these increases through discussions with our vendors, deploying the most efficient importing processes, and ultimately sharing directly in the financial pain. I’m heartbroken to have to do this, and I hate this tariff situation.
The owner then goes into his political views, adding:
We are devastated that it has come to this, and we will continue to work hard to minimize the impact to you.
Boblit says they are raising prices between 15% to 40% but may change depending what happens:
To minimize confusion during this rapidly changing situation, we will be changing newly affected pre-order product listings to reflect our normal, non-tariff-based price. We will also add a notice indicating that a tariff surcharge will be added at the time of the product’s arrival. We will inform you of the full amount before your payment method is charged. You will also be able to cancel your pre-order at that time if the surcharge amount is something you do not wish to pay. Our customer service team, as always, will be ready to help with any issues that arise from this situation, and we will be very flexible given the circumstances. Today, we expect the surcharge may be between 15% to 40% of the pre-order price, however that could change as the situation continues to unfold. Please note that any items currently In Stock are not subject to the tariff.
Boblit adds:
I absolutely hate increasing prices to you, but the tariff situation is beyond our control. If tariffs are reduced or removed, we will reduce or remove the tariff surcharges on orders accordingly. My pledge to you is that we will be fair, and we will share the pain of this. I assure you we are already feeling significant economic and business disruption pain from these tariffs. We will continue to work hard to serve you with the quality and customer service level you expect as we navigate through this difficult time.
You can read the full statement via the link above.
Trump tariffs and the movie business
Regarding the movie business, China will be reducing movie imports from the U.S., which will affect the box office grosses of U.S. movie studios.
While China has already been severely limiting U.S. movies in their countries for years now – which has nothing to do with tariffs – due to the ongoing tariff wars, China will be further reducing the number of films allowed into their country.
However, some U.S. films that China did allow in have seen major success — for example, Godzilla x Kong earned $132.2 million in China out of its $571.8 million global total. A sequel is currently in development, but if the tariff war continues through its planned 2027 release, it may not benefit from a Chinese release at all.
A Minecraft Movie, which just opened big around the world, also brought in $14.5M from China. Disney/Marvel’s Thunderbolts which gets released in May could also be impacted.
Trump responds
Upon hearing the news, Trump responded, “I think I’ve heard of worse things.”
Statement from China Film Administration
After Trump imposed additional tariffs— again, now totaling 145%—in response to Beijing’s announcement of an 84% tariff on U.S. imports, the China Film Administration issued a statement:
“The wrong action of the U.S. government to abuse tariffs on China will inevitably further reduce the domestic audience’s favorability towards American films. We will follow the market rules, respect the audience’s choice, and moderately reduce the number of American films imported.”
