Toys Audience in Brazil
Toys has an estimated audience of 14,511,071 people in Brazil. 70.9% are female, 29.1% are male, average age 40.0. Top regions: São Paulo, Minas Gerais, Goiás. Top brand affinities: Barbie, Infant, Galinha Pintadinha, Children's clothing, Handbags.
The average Toys fan in Brazil is 40.0 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Minas Gerais, Goiás. Top brand affinities include Barbie, Infant, Galinha Pintadinha, with strongest over-indexing on Barbie (1.96× the country average). Demographically, the Toys audience skews more female with an average age of 40.0, and over-indexes on personality traits such as Creativity, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Demographics of Toys fans
| Metric | Value |
|---|---|
| Female | 70.9% |
| Male | 29.1% |
| Average age | 40.0 |
| Estimated audience size | 14,511,071 |
Audience persona
The typical Toys fan in Brazil is more female, around 40.0 years old, with strong Creativity tendencies and a notable affinity for Barbie.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 3,517,946 | 0.93× |
| Minas Gerais | 2,691,575 | 1.79× |
| Goiás | 1,174,788 | 2.12× |
| Rio de Janeiro | 925,946 | 0.68× |
| Ceará | 643,464 | 1.01× |
| Pernambuco | 641,373 | 0.96× |
| Paraná | 633,293 | 0.71× |
| Bahia | 625,826 | 0.65× |
| Rio Grande do Sul | 616,302 | 0.72× |
| Santa Catarina | 544,792 | 0.82× |
| Maranhão | 478,023 | 1.32× |
| Pará | 375,349 | 0.79× |
| Mato Grosso do Sul | 335,552 | 1.59× |
| Federal District | 317,548 | 1.31× |
| Mato Grosso | 313,201 | 1.15× |
| Piauí | 278,515 | 1.38× |
| Paraíba | 246,195 | 0.84× |
| Espírito Santo | 229,243 | 0.76× |
| Rio Grande do Norte | 212,001 | 0.88× |
| Alagoas | 180,662 | 0.85× |
| Amazonas | 169,579 | 0.67× |
| Tocantins | 140,678 | 1.47× |
| Rondônia | 113,189 | 0.94× |
| Sergipe | 101,300 | 0.67× |
| Roraima | 31,362 | 0.77× |
| Acre | 31,034 | 0.61× |
| Amapá | 30,573 | 0.59× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Barbie | 1.96× | Movies & TV |
| Infant | 1.77× | Kids & Family |
| Galinha Pintadinha | 1.79× | Movies & TV |
| Children's clothing | 1.63× | Fashion & Accessoires |
| Handbags | 1.5× | Fashion & Accessoires |
| Son | 1.63× | Kids & Family |
| Doll | 1.85× | Kids & Family |
| Girl | 1.53× | Kids & Family |
| Child care | 1.51× | Kids & Family |
| Kinship | 1.59× | Kids & Family |
| Puzzle video games | 1.55× | Games |
| Kindergarten | 1.84× | Kids & Family |
| Plastic | 1.59× | Home & Garden |
| Bedding | 1.52× | Home & Garden |
| Play (activity) | 1.9× | Travel & Leisure |
| Quiz | 1.5× | Games |
| Beşiktaş J.K. | 1.99× | Sports |
| Rayo Vallecano | 2.08× | Travel & Leisure |
| Real-time strategy | 1.6× | Games |
| SD Eibar | 1.95× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.83 |
| Family Orientation | CONSERVATISM | 1.51 |
| Price Sensitivity | PREMIUM | 1.46 |
| Mindfulness | BALANCE | 1.44 |
| Healthy Lifestyle | BALANCE | 1.4 |
| Design Affinity | PREMIUM | 1.4 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.9% |
| United Kingdom | 4.8% |
| Brazil | 4.2% |
See Toys audiences in other countries
More Games audiences in Brazil
- Music (40,781,319)
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
Frequently asked questions
How many fans does Toys have in Brazil?
Toys has an estimated audience of 14,511,071 people in Brazil, concentrated in São Paulo and Minas Gerais.
What is the gender split and age of Toys fans?
70.9% of Toys fans are female, 29.1% are male, with an average age of 40.0 years.
Which brands do Toys fans like most?
Toys fans show strongest brand affinity for Barbie (1.96×), Infant (1.77×), and Galinha Pintadinha (1.79×) over the country average.
Where do Toys fans live in Brazil?
Toys fans in Brazil are most concentrated in São Paulo (reach 3,517,946), Minas Gerais (reach 2,691,575), and Goiás (reach 1,174,788). These three regions account for the largest share of the active audience.
What other brands do Toys fans also like?
Beyond Toys itself, the audience over-indexes on Infant (1.77×), Galinha Pintadinha (1.79×), Children's clothing (1.63×), and Handbags (1.5×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil 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.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.