A data profile of the people who buy, follow and care about Toys in Australia — modelled from more than twelve digital signal sources. Toys has an estimated audience of 6,863,938 people in Australia.
The average Toys fan in Australia is 42.6 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 Play (activity), Children's clothing, Doll, with strongest over-indexing on Play (activity) (1.7× the country average).
Demographically, the Toys audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 8 regions tracked by Rascasse.
The typical Toys fan in Australia is more female, around 42.6 years old, with strong Price Sensitivity tendencies and a notable affinity for Play (activity).
The key figures that characterise the Toys profile in Australia.
64.2% are female, 35.8% are male, average age 42.6.
| Metric | Value |
|---|---|
| Female | 64.2% |
| Male | 35.8% |
| Average age | 42.6 |
| Estimated audience size | 6,863,938 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 21% | |
| 50+ | 29% |
of the worldwide Toys audience comes from Australia.
| Country | Share |
|---|---|
| United States | 19.9% |
| United Kingdom | 4.8% |
| Brazil | 4.2% |
Where the Toys audience in Australia is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Victoria | ~2.5M | 1.13× | |
| 02 | New South Wales | ~2.5M | 1.10× | |
| 03 | Queensland | ~2M | 1.10× | |
| 04 | Western Australia | ~900K | 1.08× | |
| 05 | South Australia | ~600K | 1.06× | |
| 06 | Tasmania | ~100K | 0.93× | |
| 07 | Australian Capital Territory | ~100K | 0.89× | |
| 08 | Northern Territory | ~50K | 0.82× |
The strongest cross-interests of the Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Innisfree (cosmetics brand) | Beauty & Wellness | 2.57× | ||
| 02 | Swaddling | Kids & Family | 1.86× | ||
| 03 | Vincent D'Onofrio | Movies & TV | 1.76× | ||
| 04 | Hot Toys | Kids & Family | 1.72× | ||
| 05 | Construction set | Kids & Family | 1.71× | ||
| 06 | Play (activity) | Travel & Leisure | 1.70× | ||
| 07 | Monsters | Movies & TV | 1.69× | ||
| 08 | Hangman (game) | Games | 1.69× | ||
| 09 | Doll | Kids & Family | 1.66× | ||
| 10 | Children's clothing | Fashion & Accessoires | 1.65× | ||
| 11 | Bright Star Kids | Kids & Family | 1.63× | ||
| 12 | Hippo Blue | Shopping | 1.62× | ||
| 13 | Toy store | Kids & Family | 1.61× | ||
| 14 | DVD player | Technology & Electronics | 1.60× | ||
| 15 | My Little Pony | Kids & Family | 1.60× | ||
| 16 | Purebaby | Kids & Family | 1.60× | ||
| 17 | Bryce Dallas Howard | Movies & TV | 1.58× | ||
| 18 | Sudoku | Games | 1.54× | ||
| 19 | Stroller (style) | Topic | 1.54× | ||
| 20 | Clothing in India | Fashion & Accessoires | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.25× | |
| Creativity | OPEN | 1.23× | |
| Community Orientation | OPEN | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.88× | |
| Pet Ownership | JOY | 0.90× | |
| Early Adopter Mentality | POWER | 0.91× |
Toys has an estimated audience of 6,863,938 people in Australia, concentrated in New South Wales and Victoria.
64.2% of Toys fans are female, 35.8% are male, with an average age of 42.6 years.
Toys fans show strongest brand affinity for Play (activity) (1.7×), Children's clothing (1.65×), and Doll (1.66×) over the country average.
Toys fans in Australia are most concentrated in New South Wales (reach ~2.5M), Victoria (reach ~2.5M), and Queensland (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Toys itself, the audience over-indexes on Children's clothing (1.65×), Doll (1.66×), Construction set (1.71×), and Bryce Dallas Howard (1.58×) 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 Toys. 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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