Hasbro Audience in Germany
Hasbro has an estimated audience of 934,691 people in Germany. 65.4% are female, 34.6% are male, average age 33.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Transformers (comics), Transformers (toy line), Barbie, Mattel, PAW Patrol.
The average Hasbro fan in Germany is 33.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Transformers (comics), Transformers (toy line), Barbie, with strongest over-indexing on Transformers (comics) (16.34× the country average). Demographically, the Hasbro audience skews more female with an average age of 33.1, and over-indexes on personality traits such as Family Orientation, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Kids & Family · Type: Brand · Subtype: Toys
Demographics of Hasbro fans
| Metric | Value |
|---|---|
| Female | 65.4% |
| Male | 34.6% |
| Average age | 33.1 |
| Estimated audience size | 934,691 |
Audience persona
The typical Hasbro fan in Germany is more female, around 33.1 years old, with strong Family Orientation tendencies and a notable affinity for Transformers (comics).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 246,478 | 1.21× |
| Bayern | 168,404 | 1.12× |
| Baden-Württemberg | 138,526 | 1.09× |
| Niedersachsen | 95,991 | 1.06× |
| Hessen | 85,635 | 1.2× |
| Rheinland-Pfalz | 49,557 | 1.06× |
| Berlin | 48,021 | 1.15× |
| Sachsen | 41,383 | 0.9× |
| Schleswig-Holstein | 35,793 | 1.07× |
| Brandenburg | 23,452 | 0.81× |
| Hamburg | 23,167 | 1.1× |
| Thüringen | 18,680 | 0.78× |
| Sachsen-Anhalt | 18,679 | 0.77× |
| Mecklenburg-Vorpommern | 13,699 | 0.77× |
| Saarland | 11,113 | 0.97× |
| Bremen | 7,629 | 0.95× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Transformers (comics) | 16.34× | Literature |
| Transformers (toy line) | 13.87× | Kids & Family |
| Barbie | 2.95× | Movies & TV |
| Mattel | 10.75× | Kids & Family |
| PAW Patrol | 5.55× | Movies & TV |
| Ernsting's family | 3.02× | Shopping |
| Smyths Toys | 2.55× | Kids & Family |
| Peppa Pig | 4.67× | Kids & Family |
| Gala | 1.74× | News |
| Rossmann | 1.78× | Shopping |
| Lego | 2.29× | Kids & Family |
| Cartoon Network | 7.88× | Movies & TV |
| Deichmann | 1.67× | Shopping |
| Teddy bear | 4.38× | Kids & Family |
| Motherhood | 1.85× | Kids & Family |
| Pregnancy | 2.67× | Kids & Family |
| Child | 1.58× | Kids & Family |
| Infant | 1.81× | Kids & Family |
| Gute Zeiten, schlechte Zeiten | 1.91× | Movies & TV |
| Kindergarten | 2.17× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.48 |
| DIY Mentality | THRILL | 1.41 |
| Social Media Usage | JOY | 1.22 |
| Sustainability | BALANCE | 1.19 |
| Creativity | OPEN | 1.18 |
| Individualism | JOY | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 57.0% |
| Germany | 9.6% |
| Brazil | 9.1% |
See Hasbro audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Hasbro have in Germany?
Hasbro has an estimated audience of 934,691 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hasbro fans?
65.4% of Hasbro fans are female, 34.6% are male, with an average age of 33.1 years.
Which brands do Hasbro fans like most?
Hasbro fans show strongest brand affinity for Transformers (comics) (16.34×), Transformers (toy line) (13.87×), and Barbie (2.95×) over the country average.
Where do Hasbro fans live in Germany?
Hasbro fans in Germany are most concentrated in Nordrhein-Westfalen (reach 246,478), Bayern (reach 168,404), and Baden-Württemberg (reach 138,526). These three regions account for the largest share of the active audience.
What other brands do Hasbro fans also like?
Beyond Hasbro itself, the audience over-indexes on Transformers (toy line) (13.87×), Barbie (2.95×), Mattel (10.75×), and PAW Patrol (5.55×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hasbro. 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 Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.