Lego City Audience in Germany
Lego City has an estimated audience of 443,522 people in Germany. 54.8% are female, 45.2% are male, average age 35.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Lego Technic, Lego Space, Lego Minecraft, Transformers (toy line), Lego Harry Potter.
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 DIY Mentality, Family Orientation. 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 Lego City fans
| Metric | Value |
|---|---|
| Female | 54.8% |
| Male | 45.2% |
| Average age | 35.6 |
| Estimated audience size | 443,522 |
Audience persona
The typical Lego City fan in Germany is balanced, around 35.6 years old, with strong DIY Mentality tendencies and a notable affinity for Lego Technic.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 107,039 | 1.1× |
| Bayern | 84,288 | 1.18× |
| Baden-Württemberg | 74,663 | 1.23× |
| Niedersachsen | 49,531 | 1.15× |
| Hessen | 30,992 | 0.92× |
| Sachsen | 28,494 | 1.31× |
| Rheinland-Pfalz | 22,395 | 1.01× |
| Berlin | 17,172 | 0.87× |
| Schleswig-Holstein | 16,283 | 1.02× |
| Brandenburg | 14,263 | 1.04× |
| Thüringen | 11,993 | 1.06× |
| Sachsen-Anhalt | 10,657 | 0.93× |
| Hamburg | 8,785 | 0.88× |
| Mecklenburg-Vorpommern | 7,489 | 0.88× |
| Saarland | 3,580 | 0.66× |
| Bremen | 2,900 | 0.76× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lego Technic | 27.78× | Kids & Family |
| Lego Space | 67.19× | Kids & Family |
| Lego Minecraft | 29.59× | Kids & Family |
| Transformers (toy line) | 24.6× | Kids & Family |
| Lego Harry Potter | 26.44× | Movies & TV |
| Bumblebee (Transformers) | 43.31× | Movies & TV |
| Lego Super Heroes | 74.35× | Kids & Family |
| Angry Birds | 23.86× | Games |
| Lego minifigure | 30.9× | Kids & Family |
| Lego Duplo | 21.23× | Kids & Family |
| Gundam model | 40.51× | Cars & Mobility |
| Lego Minifigures (theme) | 35.8× | Kids & Family |
| Godzilla | 6.09× | Movies & TV |
| Hansa Park | 29.55× | Travel & Leisure |
| Lego Batman | 26.59× | Kids & Family |
| City-building game | 19.87× | Games |
| Lego Toy Story | 57.26× | Kids & Family |
| Lego Jurassic World | 27.41× | Games |
| Lego Marvel Super Heroes | 21.38× | Kids & Family |
| Lego Mindstorms | 26.65× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.87 |
| Family Orientation | CONSERVATISM | 1.49 |
| LGBTQ+ Identity | OPEN | 1.34 |
| Sustainability | BALANCE | 1.3 |
| Urban Lifestyle | OPEN | 1.25 |
| Individualism | JOY | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.4% |
| Germany | 10.2% |
| Italy | 8.8% |
See Lego City audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Lego City have in Germany?
Lego City has an estimated audience of 443,522 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lego City fans?
54.8% of Lego City fans are female, 45.2% are male, with an average age of 35.6 years.
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.
Where do Lego City fans live in Germany?
Lego City fans in Germany are most concentrated in Nordrhein-Westfalen (reach 107,039), Bayern (reach 84,288), and Baden-Württemberg (reach 74,663). These three regions account for the largest share of the active audience.
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.
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.