Rascasse Audience Intelligence

Lego minifigure Target Market in Germany

A data profile of the people who buy, follow and care about Lego minifigure in Germany — modelled from more than twelve digital signal sources. Lego minifigure has an estimated audience of 340,294 people in Germany.

#2022among Brand in Germany#312in Kids & Family

The average Lego minifigure fan in Germany is 35.7 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Legoland, Kate Beckinsale, Lego City, with strongest over-indexing on Legoland (16.11× the country average).

Demographically, the Lego minifigure audience skews balanced with an average age of 35.7, and over-indexes on personality traits such as Pet Ownership, Sustainability.

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

The typical Lego minifigure fan in Germany is balanced, around 35.7 years old, with strong Pet Ownership tendencies and a notable affinity for Legoland.

Category: Kids & Family · Type: Brand

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 minifigure profile in Germany.

Audience size
340K
in Germany
Gender
45.2%♀
54.8% male
Age
35.7
average years
Country rank
#15842
Brand in Germany
Fig. 01

Search interest · 12-month trend

+60%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego minifigure

45.2% are female, 54.8% are male, average age 35.7.

Fig. 02

Gender split

45.2%
Female
54.8%
Male
Demographic split for Lego minifigure audience in Germany
MetricValue
Female45.2%
Male54.8%
Average age35.7
Estimated audience size340,294
Fig. 03

Age distribution

Ø 35.7
average years
Age distribution of the Lego minifigure audience in Germany
Age bracketShare%
16-1922%
20-2925%
30-3928%
40-4916%
50+10%
Fig. 04

Worldwide distribution

7.4%

of the worldwide Lego minifigure audience comes from Germany.

Worldwide audience distribution share by country for Lego minifigure
CountryShare
United States24.7%
United Kingdom11.7%
Italy7.6%
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 minifigure audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lego minifigure customers by region in Germany
#RegionReachAffinity×
01Sachsen~20K1.19×
02Schleswig-Holstein~10K1.18×
03Hamburg~8K1.13×
04Berlin~20K1.12×
05Nordrhein-Westfalen~70K1.03×
06Bayern~50K1.03×
07Niedersachsen~30K1.03×
08Bremen~3K1.01×
09Brandenburg~10K1.00×
10Baden-Württemberg~40K0.98×
11Hessen~20K0.97×
12Thüringen~8K0.96×
13Rheinland-Pfalz~20K0.93×
14Saarland~4K0.90×
15Sachsen-Anhalt~7K0.88×
16Mecklenburg-Vorpommern~5K0.87×
Fig. 06

Affinity by region

Affinity by region — Lego minifigure, Germany
0.87×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego minifigure audience
#·InterestCategoryAffinity×
01Lego Minifigures (theme)Kids & Family26.81×
02Lego MindstormsKids & Family25.15×
03Lego BatmanKids & Family24.94×
04The Lego MovieMovies & TV23.06×
05Lego CityKids & Family22.44×
06Lego Jurassic WorldGames20.92×
07Patrick Wilson (American actor)Movies & TV20.69×
08Lego Marvel Super HeroesKids & Family20.18×
09Kate BeckinsaleMovies & TV17.71×
10Lego Harry PotterMovies & TV17.12×
11Lego FriendsKids & Family16.31×
12LegolandTravel & Leisure16.11×
13Lego DuploKids & Family15.14×
14Lego Star WarsKids & Family14.97×
15Lily CollinsMovies & TV10.04×
16LegoKids & Family3.85×
17Harry PotterMovies & TV2.26×
18EntertainmentMovies & TV1.62×
19Arts and musicArts & Culture1.61×
20Food and drinkFood & Beverages1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego minifigure 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 minifigure audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.66×
SustainabilityBALANCE1.53×
IndividualismJOY1.49×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego minifigure audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER1.05×
Convenience OrientationPREMIUM1.14×
Quality AwarenessPREMIUM1.15×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego minifigure's target market in Germany?

Lego minifigure's target market in Germany covers an estimated 340,294 people, concentrated in Nordrhein-Westfalen and Bayern.

02

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

45.2% of the Lego minifigure audience are female, 54.8% are male, with an average age of 35.7 years.

03

Which brands do Lego minifigure fans like most?

Lego minifigure fans show strongest brand affinity for Legoland (16.11×), Kate Beckinsale (17.71×), and Lego City (22.44×) over the country average.

04

Where do Lego minifigure fans live in Germany?

Lego minifigure fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Lego minifigure fans also like?

Beyond Lego minifigure itself, the audience over-indexes on Kate Beckinsale (17.71×), Lego City (22.44×), Lego Star Wars (14.97×), and Lego Batman (24.94×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Lego minifigure audiences in other countries

How to read this data

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