A data profile of the people who buy, follow and care about Lego in Australia — modelled from more than twelve digital signal sources. Lego has an estimated audience of 2,917,663 people in Australia.
The average Lego fan in Australia is 39.6 years old, more female, and lives primarily in New South Wales.
The audience is concentrated in New South Wales, Victoria, Queensland.
Top brand affinities include Spotlight (software), Construction set, Big W, with strongest over-indexing on Spotlight (software) (1.99× the country average).
Demographically, the Lego audience skews more female with an average age of 39.6, and over-indexes on personality traits such as Community Orientation, Convenience Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Lego fan in Australia is more female, around 39.6 years old, with strong Community Orientation tendencies and a notable affinity for Spotlight (software).
The key figures that characterise the Lego profile in Australia.
68.1% are female, 31.9% are male, average age 39.6.
| Metric | Value |
|---|---|
| Female | 68.1% |
| Male | 31.9% |
| Average age | 39.6 |
| Estimated audience size | 2,917,663 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 24% | |
| 30-39 | 26% | |
| 40-49 | 18% | |
| 50+ | 19% |
of the worldwide Lego audience comes from Australia.
| Country | Share |
|---|---|
| United States | 18.5% |
| United Kingdom | 7.8% |
| Japan | 7.3% |
Where the Lego audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Tasmania | ~80K | 1.22× | |
| 02 | South Australia | ~300K | 1.13× | |
| 03 | Australian Capital Territory | ~70K | 1.11× | |
| 04 | Queensland | ~700K | 1.07× | |
| 05 | Victoria | ~900K | 0.98× | |
| 06 | Western Australia | ~300K | 0.96× | |
| 07 | New South Wales | ~1M | 0.95× | |
| 08 | Northern Territory | ~20K | 0.62× |
The strongest cross-interests of the Lego audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lego minifigure | Kids & Family | 6.76× | ||
| 02 | Construction set | Kids & Family | 6.70× | ||
| 03 | Lego Star Wars | Kids & Family | 6.63× | ||
| 04 | Legoland | Travel & Leisure | 5.48× | ||
| 05 | Educational toy | Kids & Family | 3.39× | ||
| 06 | Pre-kindergarten | Kids & Family | 2.39× | ||
| 07 | EB Games | Games | 2.02× | ||
| 08 | Baby Bunting | Kids & Family | 2.01× | ||
| 09 | Spotlight (software) | Technology & Electronics | 1.99× | ||
| 10 | Board games | Games | 1.92× | ||
| 11 | Kidspot | Kids & Family | 1.86× | ||
| 12 | Primary education | Kids & Family | 1.85× | ||
| 13 | Kindergarten | Kids & Family | 1.79× | ||
| 14 | Target Australia | Shopping | 1.70× | ||
| 15 | Big W | Shopping | 1.69× | ||
| 16 | Kmart | Shopping | 1.61× | ||
| 17 | Child care | Kids & Family | 1.60× | ||
| 18 | Adairs | Home & Garden | 1.58× | ||
| 19 | Toys | Games | 1.52× | ||
| 20 | Costco | Shopping | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.28× | |
| Convenience Orientation | PREMIUM | 1.26× | |
| Family Orientation | CONSERVATISM | 1.21× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.83× | |
| Quality Awareness | PREMIUM | 0.85× | |
| Risk Appetite | THRILL | 0.88× |
Lego's target market in Australia covers an estimated 2,917,663 people, concentrated in New South Wales and Victoria.
68.1% of the Lego audience are female, 31.9% are male, with an average age of 39.6 years.
Lego fans show strongest brand affinity for Spotlight (software) (1.99×), Construction set (6.7×), and Big W (1.69×) over the country average.
Lego fans in Australia are most concentrated in New South Wales (reach ~1M), Victoria (reach ~900K), and Queensland (reach ~700K). These three regions account for the largest share of the active audience.
Beyond Lego itself, the audience over-indexes on Construction set (6.7×), Big W (1.69×), Kmart (1.61×), and Toys (1.52×) compared to the Australia average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Australia who actively search for Lego. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Australia. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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