Rascasse Audience Intelligence

Lego Friends Target Market in Germany

A data profile of the people who buy, follow and care about Lego Friends in Germany — modelled from more than twelve digital signal sources. Lego Friends has an estimated audience of 340,441 people in Germany.

#27among Toys in Germany#2019among Brand in Germany#311in Kids & Family

The average Lego Friends fan in Germany is 35.5 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Educational toy, Drake & Josh, Lego Technic, with strongest over-indexing on Educational toy (16.37× the country average).

Demographically, the Lego Friends audience skews more male with an average age of 35.5, and over-indexes on personality traits such as Individualism, Family Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Lego Friends fan in Germany is more male, around 35.5 years old, with strong Individualism tendencies and a notable affinity for Educational toy.

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 Friends profile in Germany.

Audience size
340K
in Germany
Gender
40.1%♀
59.9% male
Age
35.5
average years
Country rank
#15832
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego Friends

40.1% are female, 59.9% are male, average age 35.5.

Fig. 02

Gender split

40.1%
Female
59.9%
Male
Demographic split for Lego Friends audience in Germany
MetricValue
Female40.1%
Male59.9%
Average age35.5
Estimated audience size340,441
Fig. 03

Age distribution

Ø 35.5
average years
Age distribution of the Lego Friends audience in Germany
Age bracketShare%
16-1929%
20-2922%
30-3922%
40-4912%
50+16%
Fig. 04

Worldwide distribution

12.3%

of the worldwide Lego Friends audience comes from Germany.

Worldwide audience distribution share by country for Lego Friends
CountryShare
Germany12.3%
Poland9.7%
United States9.0%
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 Friends audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lego Friends customers by region in Germany
#RegionReachAffinity×
01Sachsen~20K1.27×
02Baden-Württemberg~60K1.23×
03Bayern~70K1.20×
04Niedersachsen~40K1.11×
05Nordrhein-Westfalen~80K1.08×
06Rheinland-Pfalz~20K1.08×
07Schleswig-Holstein~10K1.06×
08Thüringen~9K1.05×
09Brandenburg~10K1.01×
10Hamburg~7K0.92×
11Hessen~20K0.91×
12Mecklenburg-Vorpommern~6K0.87×
13Sachsen-Anhalt~8K0.86×
14Bremen~2K0.82×
15Berlin~10K0.81×
16Saarland~3K0.77×
Fig. 06

Affinity by region

Affinity by region — Lego Friends, Germany
0.77×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego Friends audience
#·InterestCategoryAffinity×
01Drake & JoshMovies & TV53.77×
02Lego TechnicKids & Family27.38×
03Lego CreatorKids & Family25.69×
04Lego Minifigures (theme)Kids & Family25.00×
05Lego CityKids & Family17.45×
06Lego Harry PotterMovies & TV16.87×
07Educational toyKids & Family16.37×
08Lego MinecraftKids & Family15.70×
09Held der SteineInternet & Social Media15.40×
10Lego Marvel Super HeroesKids & Family14.81×
11PAW PatrolMovies & TV14.28×
12Lego Star WarsKids & Family13.40×
13Lego DuploKids & Family10.83×
14Toys "R" UsShopping9.30×
15LegolandTravel & Leisure7.47×
16GodzillaMovies & TV6.03×
17Smyths ToysKids & Family5.40×
18LegoKids & Family5.10×
19CuisineFood & Beverages2.02×
20GermanyTravel & Leisure1.96×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego Friends 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 Friends audience · What stands out
TraitClusterDeviationScore
IndividualismJOY1.44×
Family OrientationCONSERVATISM1.42×
Convenience OrientationPREMIUM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego Friends audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.94×
Career OrientationPOWER0.97×
Luxury OrientationPREMIUM0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego Friends's target market in Germany?

Lego Friends's target market in Germany covers an estimated 340,441 people, concentrated in Nordrhein-Westfalen and Bayern.

02

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

40.1% of the Lego Friends audience are female, 59.9% are male, with an average age of 35.5 years.

03

Which brands do Lego Friends fans like most?

Lego Friends fans show strongest brand affinity for Educational toy (16.37×), Drake & Josh (53.77×), and Lego Technic (27.38×) over the country average.

04

Where do Lego Friends fans live in Germany?

Lego Friends fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~70K), and Baden-Württemberg (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Lego Friends fans also like?

Beyond Lego Friends itself, the audience over-indexes on Drake & Josh (53.77×), Lego Technic (27.38×), PAW Patrol (14.28×), and Smyths Toys (5.4×) 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 Friends audiences in other countries

How to read this data

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