A data profile of the people who buy, follow and care about Smyths Toys in Switzerland — modelled from more than twelve digital signal sources. Smyths Toys has an estimated audience of 894,439 people in Switzerland.
The average Smyths Toys fan in Switzerland is 39.9 years old, more female, and lives primarily in Canton of Zürich.
The audience is concentrated in Canton of Zürich, Aargau, Canton of Bern.
Top brand affinities include Lego, Legoland, Coop, with strongest over-indexing on Lego (7.85× the country average).
Demographically, the Smyths Toys audience skews more female with an average age of 39.9, 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 26 regions tracked by Rascasse.
The typical Smyths Toys fan in Switzerland is more female, around 39.9 years old, with strong Community Orientation tendencies and a notable affinity for Lego.
The key figures that characterise the Smyths Toys profile in Switzerland.
64.3% are female, 35.7% are male, average age 39.9.
| Metric | Value |
|---|---|
| Female | 64.3% |
| Male | 35.7% |
| Average age | 39.9 |
| Estimated audience size | 894,439 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 24% | |
| 30-39 | 26% | |
| 40-49 | 19% | |
| 50+ | 19% |
Where the Smyths Toys audience in Switzerland is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Aargau | ~200K | 2.87× | |
| 02 | Luzern | ~90K | 2.44× | |
| 03 | Solothurn | ~50K | 2.09× | |
| 04 | Canton of Zürich | ~300K | 1.86× | |
| 05 | Canton of St. Gallen | ~80K | 1.81× | |
| 06 | Thurgau | ~30K | 1.36× | |
| 07 | Basel-Landschaft | ~30K | 1.36× | |
| 08 | Canton of Bern | ~100K | 1.33× | |
| 09 | Schwyz | ~20K | 1.26× | |
| 10 | Canton of Zug | ~10K | 1.24× | |
| 11 | Basel-City | ~40K | 1.09× | |
| 12 | Appenzell Ausserrhoden | ~4K | 1.07× | |
| 13 | Canton of Glarus | ~3K | 0.91× | |
| 14 | Graubünden | ~20K | 0.90× | |
| 15 | Schaffhausen | ~6K | 0.81× | |
| 16 | Canton of Nidwalden | ~3K | 0.78× | |
| 17 | Canton of Obwalden | ~3K | 0.77× | |
| 18 | Appenzell Innerrhoden | <1K | 0.65× | |
| 19 | Uri | ~2K | 0.63× | |
| 20 | Jura | ~3K | 0.56× | |
| 21 | Neuchatel | ~9K | 0.51× | |
| 22 | Fribourg | ~10K | 0.38× | |
| 23 | Ticino | ~10K | 0.36× | |
| 24 | Valais | ~10K | 0.33× | |
| 25 | Canton of Geneva | ~20K | 0.27× | |
| 26 | Vaud | ~20K | 0.26× |
The strongest cross-interests of the Smyths Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Playmobil | Kids & Family | 9.06× | ||
| 02 | Play-Doh | Kids & Family | 9.00× | ||
| 03 | Ravensburger | Kids & Family | 8.74× | ||
| 04 | Powdered milk | Kids & Family | 8.40× | ||
| 05 | Legoland | Travel & Leisure | 8.21× | ||
| 06 | Lego | Kids & Family | 7.85× | ||
| 07 | Lego Duplo | Kids & Family | 7.36× | ||
| 08 | Wes Anderson | Movies & TV | 7.18× | ||
| 09 | Lego Technic | Kids & Family | 5.60× | ||
| 10 | Romper suit | Fashion & Accessoires | 5.30× | ||
| 11 | PAW Patrol | Movies & TV | 4.08× | ||
| 12 | Child safety seat | Kids & Family | 3.88× | ||
| 13 | Fnac | Shopping | 2.65× | ||
| 14 | Toys | Games | 2.48× | ||
| 15 | Child development | Business & Career | 2.20× | ||
| 16 | Swimming pool | Sports | 1.79× | ||
| 17 | Aldi | Shopping | 1.73× | ||
| 18 | Conforama | Home & Garden | 1.70× | ||
| 19 | Coop | Food & Beverages | 1.60× | ||
| 20 | Hornbach | Shopping | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Community Orientation | OPEN | 1.38× | |
| Convenience Orientation | PREMIUM | 1.32× | |
| Early Adopter Mentality | POWER | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.85× | |
| Luxury Orientation | PREMIUM | 0.89× | |
| Quality Awareness | PREMIUM | 0.91× |
Smyths Toys's target market in Switzerland covers an estimated 894,439 people, concentrated in Canton of Zürich and Aargau.
64.3% of the Smyths Toys audience are female, 35.7% are male, with an average age of 39.9 years.
Smyths Toys fans show strongest brand affinity for Lego (7.85×), Legoland (8.21×), and Coop (1.6×) over the country average.
Smyths Toys fans in Switzerland are most concentrated in Canton of Zürich (reach ~300K), Aargau (reach ~200K), and Canton of Bern (reach ~100K). These three regions account for the largest share of the active audience.
Beyond Smyths Toys itself, the audience over-indexes on Legoland (8.21×), Coop (1.6×), Playmobil (9.06×), and Powdered milk (8.4×) 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 Smyths 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 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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