A data profile of the people who buy, follow and care about Lego in Switzerland — modelled from more than twelve digital signal sources. Lego has an estimated audience of 849,172 people in Switzerland.
The average Lego fan in Switzerland is 36.7 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Vaud, Canton of Bern.
Top brand affinities include Legoland, Smyths Toys, Lego Star Wars, with strongest over-indexing on Legoland (18.9× the country average).
Demographically, the Lego audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Design Affinity, Healthy Lifestyle.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 26 regions tracked by Rascasse.
The typical Lego fan in Switzerland is more female, around 36.7 years old, with strong Design Affinity tendencies and a notable affinity for Legoland.
The key figures that characterise the Lego profile in Switzerland.
67.3% are female, 32.7% are male, average age 36.7.
| Metric | Value |
|---|---|
| Female | 67.3% |
| Male | 32.7% |
| Average age | 36.7 |
| Estimated audience size | 849,172 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 28% | |
| 30-39 | 25% | |
| 40-49 | 16% | |
| 50+ | 12% |
of the worldwide Lego audience comes from Switzerland.
| Country | Share |
|---|---|
| United States | 18.5% |
| United Kingdom | 7.8% |
| Japan | 7.3% |
Where the Lego audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Canton of Zürich | ~200K | 1.40× | |
| 02 | Vaud | ~100K | 1.39× | |
| 03 | Canton of Bern | ~100K | 1.36× | |
| 04 | Aargau | ~70K | 1.32× | |
| 05 | Valais | ~50K | 1.32× | |
| 06 | Fribourg | ~40K | 1.28× | |
| 07 | Canton of St. Gallen | ~50K | 1.17× | |
| 08 | Basel-Landschaft | ~20K | 1.13× | |
| 09 | Luzern | ~40K | 1.12× | |
| 10 | Solothurn | ~20K | 1.11× | |
| 11 | Graubünden | ~20K | 1.11× | |
| 12 | Thurgau | ~20K | 1.09× | |
| 13 | Ticino | ~40K | 1.06× | |
| 14 | Neuchatel | ~20K | 1.06× | |
| 15 | Schwyz | ~10K | 1.00× | |
| 16 | Canton of Geneva | ~60K | 0.99× | |
| 17 | Basel-City | ~30K | 0.91× | |
| 18 | Canton of Zug | ~10K | 0.91× | |
| 19 | Appenzell Ausserrhoden | ~3K | 0.87× | |
| 20 | Jura | ~5K | 0.86× | |
| 21 | Schaffhausen | ~6K | 0.84× | |
| 22 | Canton of Glarus | ~2K | 0.75× | |
| 23 | Canton of Nidwalden | ~2K | 0.71× | |
| 24 | Canton of Obwalden | ~2K | 0.70× | |
| 25 | Uri | ~2K | 0.68× | |
| 26 | Appenzell Innerrhoden | <1K | 0.65× |
The strongest cross-interests of the Lego audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Construction set | Kids & Family | 20.22× | ||
| 02 | Lego Mindstorms | Kids & Family | 20.10× | ||
| 03 | Lego minifigure | Kids & Family | 20.08× | ||
| 04 | Lego Pirates | Kids & Family | 20.08× | ||
| 05 | Lego Creator | Kids & Family | 19.10× | ||
| 06 | Lego Star Wars | Kids & Family | 19.09× | ||
| 07 | Legoland | Travel & Leisure | 18.90× | ||
| 08 | Held der Steine | Internet & Social Media | 16.50× | ||
| 09 | Lego Duplo | Kids & Family | 9.94× | ||
| 10 | Bluebrixx | Kids & Family | 9.08× | ||
| 11 | Toniebox | Kids & Family | 9.02× | ||
| 12 | Smyths Toys | Kids & Family | 7.85× | ||
| 13 | Continuing education | Business & Career | 7.10× | ||
| 14 | The Terminal | Movies & TV | 3.78× | ||
| 15 | Müller (German trade company) | Shopping | 2.48× | ||
| 16 | Books | Literature | 1.94× | ||
| 17 | Google Maps | Internet & Social Media | 1.74× | ||
| 18 | Tradus | Business & Career | 1.68× | ||
| 19 | Coop | Food & Beverages | 1.65× | ||
| 20 | Rock music | Music & Radio | 1.65× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.00× | |
| Healthy Lifestyle | BALANCE | 1.20× | |
| Social Media Usage | JOY | 1.18× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.88× | |
| Travelling | THRILL | 1.02× | |
| Sustainability | BALANCE | 1.09× |
Lego's target market in Switzerland covers an estimated 849,172 people, concentrated in Canton of Zürich and Vaud.
67.3% of the Lego audience are female, 32.7% are male, with an average age of 36.7 years.
Lego fans show strongest brand affinity for Legoland (18.9×), Smyths Toys (7.85×), and Lego Star Wars (19.09×) over the country average.
Lego fans in Switzerland are most concentrated in Canton of Zürich (reach ~200K), Vaud (reach ~100K), and Canton of Bern (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Lego itself, the audience over-indexes on Smyths Toys (7.85×), Lego Star Wars (19.09×), Construction set (20.22×), and Continuing education (7.1×) compared to the Switzerland average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Switzerland 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 Switzerland. 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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