Rascasse Audience Intelligence

Lego City Target Market in Germany

A data profile of the people who buy, follow and care about Lego City in Germany — modelled from more than twelve digital signal sources. Lego City has an estimated audience of 430,624 people in Germany.

#24among Toys in Germany#1710among Brand in Germany#278in Kids & Family

The average Lego City fan in Germany is 35.6 years old, balanced, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Lego Technic, Lego Space, Lego Minecraft, with strongest over-indexing on Lego Technic (27.78× the country average).

Demographically, the Lego City audience skews balanced with an average age of 35.6, 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 Lego City fan in Germany is balanced, around 35.6 years old, with strong Family Orientation tendencies and a notable affinity for Lego Technic.

Category: Kids & Family · Type: Brand · Subtype: Toys

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Lego City profile in Germany.

Audience size
431K
in Germany
Gender
54.8%♀
45.2% male
Age
35.6
average years
Country rank
#13229
Brand in Germany
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego City

54.8% are female, 45.2% are male, average age 35.6.

Fig. 02

Gender split

54.8%
Female
45.2%
Male
Demographic split for Lego City audience in Germany
MetricValue
Female54.8%
Male45.2%
Average age35.6
Estimated audience size430,624
Fig. 03

Age distribution

Ø 35.6
average years
Age distribution of the Lego City audience in Germany
Age bracketShare%
16-1924%
20-2926%
30-3923%
40-4914%
50+13%
Fig. 04

Worldwide distribution

9.9%

of the worldwide Lego City audience comes from Germany.

Worldwide audience distribution share by country for Lego City
CountryShare
United States14.5%
Germany9.9%
Italy8.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Lego City audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lego City customers by region in Germany
#RegionReachAffinity×
01Sachsen~30K1.30×
02Baden-Württemberg~70K1.19×
03Bayern~80K1.17×
04Niedersachsen~50K1.12×
05Brandenburg~10K1.08×
06Nordrhein-Westfalen~100K1.07×
07Thüringen~10K1.07×
08Schleswig-Holstein~20K1.03×
09Rheinland-Pfalz~20K1.00×
10Sachsen-Anhalt~10K0.95×
11Mecklenburg-Vorpommern~8K0.91×
12Hamburg~9K0.89×
13Hessen~30K0.88×
14Berlin~20K0.83×
15Bremen~3K0.81×
16Saarland~4K0.77×
Fig. 06

Affinity by region

Affinity by region — Lego City, Germany
0.77×1.00×1.30×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Lego City audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego City audience
#·InterestCategoryAffinity×
01Lego SpaceKids & Family67.19×
02Lego Toy StoryKids & Family57.26×
03Bumblebee (Transformers)Movies & TV43.31×
04Gundam modelCars & Mobility40.51×
05Lego Minifigures (theme)Kids & Family35.80×
06Lego minifigureKids & Family30.90×
07Lego MinecraftKids & Family29.59×
08Hansa ParkTravel & Leisure29.55×
09Lego TechnicKids & Family27.78×
10Lego Jurassic WorldGames27.41×
11Lego MindstormsKids & Family26.65×
12Lego BatmanKids & Family26.59×
13Lego Harry PotterMovies & TV26.44×
14Transformers (toy line)Kids & Family24.60×
15Angry BirdsGames23.86×
16Lego Marvel Super HeroesKids & Family21.38×
17Lego DuploKids & Family21.23×
18City-building gameGames19.87×
19GodzillaMovies & TV6.09×
20Harry PotterMovies & TV2.26×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego City audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Lego City audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.37×
ExtroversionTHRILL1.27×
SustainabilityBALANCE1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego City audience · Rather not
TraitClusterDeviationScore
Community OrientationOPEN0.96×
Career OrientationPOWER0.97×
SpiritualityBALANCE0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego City's target market in Germany?

Lego City's target market in Germany covers an estimated 430,624 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Lego City customers?

54.8% of the Lego City audience are female, 45.2% are male, with an average age of 35.6 years.

03

Which brands do Lego City fans like most?

Lego City fans show strongest brand affinity for Lego Technic (27.78×), Lego Space (67.19×), and Lego Minecraft (29.59×) over the country average.

04

Where do Lego City fans live in Germany?

Lego City fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~100K), Bayern (reach ~80K), and Baden-Württemberg (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Lego City fans also like?

Beyond Lego City itself, the audience over-indexes on Lego Space (67.19×), Lego Minecraft (29.59×), Transformers (toy line) (24.6×), and Lego Harry Potter (26.44×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Toys audiences in Germany

See Lego City audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Lego City. 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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