Rascasse Audience Intelligence

Hasbro Target Market in United States

Hasbro has an estimated audience of 5.6M people in United States.

#5among Toys in United States
#661among brands in United States#177in Kids & Family

The average Hasbro fan in United States is 32.3 years old, more female, and lives primarily in California.

By number of fans, Hasbro ranks #6 among the 63 objects in Toys in United States — 19.1× the group median.

Its fans are 4.3 years younger than the group average of 36.6.

Women make up 57.2% of the fan base, 7.2 percentage points more than the group average.

Compared with the other 62 objects in Toys, Hasbro fans stand out for their interest in Transformers (comics), Transformers (toy line) and My Little Pony.

Most fans live in California, Texas, New York.

Top affinities include Transformers (comics), Transformers (toy line), Mattel, with strongest over-indexing on Transformers (comics) (7.02× the country average).

Demographically, the Hasbro audience skews more female with an average age of 32.3, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

The typical Hasbro fan in United States is more female, around 32.3 years old, with strong Family Orientation tendencies and a notable affinity for Transformers (comics).

Category: Kids & Family · Type: Brand · Subtype: Toys

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
5.6M
in United States
Gender
57.2%♀
42.8% male
Age
32.3
average years
Country rank
#6010
among all objects in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Hasbro

57.2% are female, 42.8% are male, average age 32.3.

Fig. 02

Gender split

57.2%
Female
42.8%
Male
Demographic split for Hasbro audience in United States
MetricValue
Female57.2%
Male42.8%
Average age32.3
Estimated audience size5.6M
Fig. 03

Age distribution

Ø 32.3
average years
Age distribution of the Hasbro audience in United States
Age bracketShare%
16-2440%
25-3423%
35-4417%
45-5412%
55+8%
Fig. 04

Worldwide distribution

53.1%

of the worldwide Hasbro audience comes from United States.

Worldwide audience distribution share by country for Hasbro
CountryShare
United States53.1%
Germany8.9%
Brazil8.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Hasbro customers by region in United States
#RegionReachAffinity×
01Rhode Island~100K7.46×
02Massachusetts~200K2.12×
03New Hampshire~30K1.16×
04Connecticut~70K1.14×
05Washington~100K1.10×
06Maine~20K1.08×
07California~700K1.03×
08New York~300K0.95×
09West Virginia~30K0.94×
10Indiana~100K0.93×
11Kentucky~70K0.92×
12Arkansas~50K0.92×
13New Jersey~100K0.90×
14Pennsylvania~200K0.89×
15Oregon~60K0.89×
16Kansas~40K0.89×
17Texas~300K0.88×
18Illinois~200K0.88×
19Oklahoma~60K0.88×
20Utah~50K0.88×
21Nevada~50K0.88×
22New Mexico~30K0.88×
23Ohio~200K0.86×
24Vermont~9K0.86×
25Virginia~100K0.85×
26Arizona~100K0.85×
27Wisconsin~80K0.85×
28Iowa~50K0.85×
29Missouri~90K0.84×
30Alaska~10K0.84×
31Maryland~90K0.83×
32Delaware~10K0.83×
33Georgia~200K0.82×
34Idaho~30K0.82×
35Tennessee~100K0.81×
36Florida~300K0.80×
37Michigan~100K0.80×
38Nebraska~30K0.80×
39North Dakota~10K0.80×
40North Carolina~100K0.79×
41Colorado~80K0.79×
42Alabama~70K0.78×
43Washington, District of Columbia~9K0.78×
44Minnesota~70K0.77×
45South Dakota~10K0.77×
46South Carolina~70K0.76×
47Montana~10K0.76×
48Hawaii~20K0.74×
49Louisiana~60K0.71×
50Mississippi~30K0.70×
Fig. 06

Affinity by region

Affinity by region — Hasbro, United States
0.70×1.00×7.46×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Hasbro audience vs. the country average
#·InterestCategoryAffinity×
01Transformers (comics)Literature7.02×
02Transformers (toy line)Kids & Family6.52×
03MattelKids & Family6.04×
04My Little PonyKids & Family5.62×
05PAW PatrolMovies & TV4.16×
06LegoKids & Family3.34×
07GodzillaMovies & TV3.00×
08Action figureKids & Family2.90×
09NerdTechnology & Electronics2.51×
10SupermanMovies & TV2.32×
11Five BelowShopping2.21×
12ChildbirthKids & Family1.97×
13Character (arts)Arts & Culture1.94×
14PregnancyKids & Family1.87×
15OffspringHome & Garden1.86×
16Play (activity)Travel & Leisure1.80×
17TeacherBusiness & Career1.57×
18MarshallsFashion & Accessoires1.56×
19InfantKids & Family1.54×
20Hobby LobbyHome & Garden1.52×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Hasbro audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Hasbro audience vs. the country average · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.36×
Convenience OrientationPREMIUM1.26×
ExtroversionTHRILL1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Hasbro audience vs. the country average · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.89×
SustainabilityBALANCE0.94×
MindfulnessBALANCE0.94×
0×1.00× baseline2×
Appendix

Explore more audiences

More Toys audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Hasbro over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/hasbro-7733” · Methodology