Hasbro Target Market in Germany
A data profile of the people who buy, follow and care about Hasbro in Germany — modelled from more than twelve digital signal sources. Hasbro has an estimated audience of 935,190 people in Germany.
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), Mattel, 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, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
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).
At a glance
The key figures that characterise the Hasbro profile in Germany.
Search interest · 12-month trend
Customer demographics of Hasbro
65.4% are female, 34.6% are male, average age 33.1.
Gender split
| Metric | Value |
|---|---|
| Female | 65.4% |
| Male | 34.6% |
| Average age | 33.1 |
| Estimated audience size | 935,190 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 32% | |
| 20-29 | 25% | |
| 30-39 | 21% | |
| 40-49 | 12% | |
| 50+ | 9% |
Worldwide distribution
of the worldwide Hasbro audience comes from Germany.
| Country | Share |
|---|---|
| United States | 54.0% |
| Germany | 9.1% |
| Brazil | 8.6% |
Geography
Where the Hasbro audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Hessen | ~80K | 1.18× | |
| 02 | Nordrhein-Westfalen | ~200K | 1.17× | |
| 03 | Berlin | ~50K | 1.09× | |
| 04 | Rheinland-Pfalz | ~50K | 1.08× | |
| 05 | Hamburg | ~20K | 1.08× | |
| 06 | Bayern | ~200K | 1.07× | |
| 07 | Schleswig-Holstein | ~40K | 1.06× | |
| 08 | Baden-Württemberg | ~100K | 1.04× | |
| 09 | Saarland | ~10K | 1.04× | |
| 10 | Niedersachsen | ~90K | 1.03× | |
| 11 | Bremen | ~8K | 1.00× | |
| 12 | Sachsen | ~40K | 0.90× | |
| 13 | Sachsen-Anhalt | ~20K | 0.85× | |
| 14 | Thüringen | ~20K | 0.85× | |
| 15 | Brandenburg | ~20K | 0.84× | |
| 16 | Mecklenburg-Vorpommern | ~10K | 0.83× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Hasbro audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Transformers (comics) | Literature | 16.34× | ||
| 02 | Transformers (toy line) | Kids & Family | 13.87× | ||
| 03 | Mattel | Kids & Family | 10.75× | ||
| 04 | Cartoon Network | Movies & TV | 7.88× | ||
| 05 | PAW Patrol | Movies & TV | 5.55× | ||
| 06 | Peppa Pig | Kids & Family | 4.67× | ||
| 07 | Teddy bear | Kids & Family | 4.38× | ||
| 08 | Ernsting's family | Shopping | 3.02× | ||
| 09 | Pregnancy | Kids & Family | 2.67× | ||
| 10 | Smyths Toys | Kids & Family | 2.55× | ||
| 11 | Lego | Kids & Family | 2.29× | ||
| 12 | Kindergarten | Kids & Family | 2.17× | ||
| 13 | Gute Zeiten, schlechte Zeiten | Movies & TV | 1.91× | ||
| 14 | Motherhood | Kids & Family | 1.85× | ||
| 15 | Infant | Kids & Family | 1.81× | ||
| 16 | Rossmann | Shopping | 1.78× | ||
| 17 | Deichmann | Shopping | 1.67× | ||
| 18 | Toys | Games | 1.65× | ||
| 19 | Parenting | Kids & Family | 1.61× | ||
| 20 | Child | Kids & Family | 1.58× |
Personality of the Hasbro audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.46× | |
| Extroversion | THRILL | 1.32× | |
| Creativity | OPEN | 1.20× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 0.79× | |
| Travelling | THRILL | 0.87× | |
| Need for Security | CONSERVATISM | 0.87× |
Frequently asked questions
Who is Hasbro's target market in Germany?
Hasbro's target market in Germany covers an estimated 935,190 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hasbro customers?
65.4% of the Hasbro audience 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 Mattel (10.75×) over the country average.
Where do Hasbro fans live in Germany?
Hasbro fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). 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×), Mattel (10.75×), PAW Patrol (5.55×), and Ernsting's family (3.02×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Toys audiences in Germany
See Hasbro audiences in other countries
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.
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