Lego Friends Audience in Germany
Lego Friends has an estimated audience of 337,145 people in Germany. 40.1% are female, 59.9% are male, average age 35.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Drake & Josh, Educational toy, Lego Technic, PAW Patrol, Smyths Toys.
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 Drake & Josh, Educational toy, Lego Technic, with strongest over-indexing on Drake & Josh (53.77× 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 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 Lego Friends fans
| Metric | Value |
|---|---|
| Female | 40.1% |
| Male | 59.9% |
| Average age | 35.5 |
| Estimated audience size | 337,145 |
Audience persona
The typical Lego Friends fan in Germany is more male, around 35.5 years old, with strong Family Orientation tendencies and a notable affinity for Drake & Josh.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 81,182 | 1.1× |
| Bayern | 66,129 | 1.22× |
| Baden-Württemberg | 57,236 | 1.24× |
| Niedersachsen | 36,436 | 1.11× |
| Hessen | 23,592 | 0.92× |
| Sachsen | 21,009 | 1.27× |
| Rheinland-Pfalz | 18,463 | 1.09× |
| Schleswig-Holstein | 12,772 | 1.06× |
| Berlin | 12,407 | 0.82× |
| Brandenburg | 10,577 | 1.01× |
| Thüringen | 9,085 | 1.06× |
| Sachsen-Anhalt | 7,260 | 0.83× |
| Hamburg | 7,029 | 0.92× |
| Mecklenburg-Vorpommern | 5,353 | 0.83× |
| Saarland | 3,066 | 0.74× |
| Bremen | 2,213 | 0.77× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Drake & Josh | 53.77× | Movies & TV |
| Educational toy | 16.37× | Kids & Family |
| Lego Technic | 27.38× | Kids & Family |
| PAW Patrol | 14.28× | Movies & TV |
| Smyths Toys | 5.4× | Kids & Family |
| Godzilla | 6.03× | Movies & TV |
| Lego | 5.1× | Kids & Family |
| Lego Star Wars | 13.4× | Kids & Family |
| Lego Harry Potter | 16.87× | Movies & TV |
| Held der Steine | 15.4× | Internet & Social Media |
| Lego Minifigures (theme) | 25× | Kids & Family |
| Germany | 1.96× | Travel & Leisure |
| Lego City | 17.45× | Kids & Family |
| Lego Minecraft | 15.7× | Kids & Family |
| Lego Creator | 25.69× | Kids & Family |
| Legoland | 7.47× | Travel & Leisure |
| Toys "R" Us | 9.3× | Shopping |
| Lego Duplo | 10.83× | Kids & Family |
| Lego Marvel Super Heroes | 14.81× | Kids & Family |
| Cuisine | 2.02× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 2.13 |
| DIY Mentality | THRILL | 1.98 |
| LGBTQ+ Identity | OPEN | 1.88 |
| Sustainability | BALANCE | 1.64 |
| Pet Ownership | JOY | 1.54 |
| Healthy Lifestyle | BALANCE | 1.51 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 12.4% |
| Poland | 9.6% |
| United States | 9.2% |
See Lego Friends audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Lego Friends have in Germany?
Lego Friends has an estimated audience of 337,145 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lego Friends fans?
40.1% of Lego Friends fans are female, 59.9% are male, with an average age of 35.5 years.
Which brands do Lego Friends fans like most?
Lego Friends fans show strongest brand affinity for Drake & Josh (53.77×), Educational toy (16.37×), and Lego Technic (27.38×) over the country average.
Where do Lego Friends fans live in Germany?
Lego Friends fans in Germany are most concentrated in Nordrhein-Westfalen (reach 81,182), Bayern (reach 66,129), and Baden-Württemberg (reach 57,236). These three regions account for the largest share of the active audience.
What other brands do Lego Friends fans also like?
Beyond Lego Friends itself, the audience over-indexes on Educational toy (16.37×), Lego Technic (27.38×), PAW Patrol (14.28×), and Smyths Toys (5.4×) 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 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.