Rascasse Audience Intelligence

Lego Ninjago Target Market in Germany

A data profile of the people who buy, follow and care about Lego Ninjago in Germany — modelled from more than twelve digital signal sources. Lego Ninjago has an estimated audience of 450,785 people in Germany.

#23among Toys in Germany#1651among Brand in Germany#272in Kids & Family

The average Lego Ninjago fan in Germany is 31.8 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Lego Technic, Harry Potter, Legoland, with strongest over-indexing on Lego Technic (67.57× the country average).

Demographically, the Lego Ninjago audience skews more male with an average age of 31.8, and over-indexes on personality traits such as Early Adopter Mentality, Career Orientation.

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

The typical Lego Ninjago fan in Germany is more male, around 31.8 years old, with strong Early Adopter Mentality 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 Ninjago profile in Germany.

Audience size
451K
in Germany
Gender
31.7%♀
68.3% male
Age
31.8
average years
Country rank
#12738
Brand in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego Ninjago

31.7% are female, 68.3% are male, average age 31.8.

Fig. 02

Gender split

31.7%
Female
68.3%
Male
Demographic split for Lego Ninjago audience in Germany
MetricValue
Female31.7%
Male68.3%
Average age31.8
Estimated audience size450,785
Fig. 03

Age distribution

Ø 31.8
average years
Age distribution of the Lego Ninjago audience in Germany
Age bracketShare%
16-1926%
20-2931%
30-3931%
40-4912%
50+0%
Fig. 04

Worldwide distribution

9.8%

of the worldwide Lego Ninjago audience comes from Germany.

Worldwide audience distribution share by country for Lego Ninjago
CountryShare
United States20.0%
Germany9.8%
France6.6%
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 Ninjago audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lego Ninjago customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~70K1.18×
02Sachsen~20K1.15×
03Bayern~80K1.14×
04Nordrhein-Westfalen~100K1.13×
05Niedersachsen~50K1.08×
06Schleswig-Holstein~20K1.06×
07Brandenburg~10K1.01×
08Sachsen-Anhalt~10K1.00×
09Thüringen~10K0.98×
10Hessen~30K0.95×
11Hamburg~9K0.95×
12Mecklenburg-Vorpommern~8K0.95×
13Berlin~20K0.91×
14Saarland~5K0.88×
15Bremen~3K0.88×
16Rheinland-Pfalz~20K0.86×
Fig. 06

Affinity by region

Affinity by region — Lego Ninjago, Germany
0.86×1.00×1.18×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego Ninjago audience
#·InterestCategoryAffinity×
01Lego TechnicKids & Family67.57×
02The Lego MovieMovies & TV60.22×
03Lego FriendsKids & Family49.46×
04Lego CityKids & Family44.61×
05Lego minifigureKids & Family33.60×
06Lego MindstormsKids & Family33.19×
07Lego Marvel Super HeroesKids & Family30.34×
08LegolandTravel & Leisure29.11×
09Tabletop role-playing gameGames21.59×
10Lego MinecraftKids & Family20.00×
11Dungeons & DragonsGames16.90×
12Lego Star WarsKids & Family16.34×
13HogwartsLiterature13.70×
14Liam NeesonMovies & TV11.65×
15LegoKids & Family11.04×
16DrachenlordInternet & Social Media10.29×
17Harry PotterMovies & TV9.13×
18Tabletop gameGames7.95×
19Smyths ToysKids & Family7.24×
20TikTokInternet & Social Media3.49×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego Ninjago 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 Ninjago audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER2.38×
Career OrientationPOWER2.32×
TravellingTHRILL2.24×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego Ninjago audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.82×
Need for SecurityCONSERVATISM1.01×
Family OrientationCONSERVATISM1.09×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego Ninjago's target market in Germany?

Lego Ninjago's target market in Germany covers an estimated 450,785 people, concentrated in Nordrhein-Westfalen and Bayern.

02

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

31.7% of the Lego Ninjago audience are female, 68.3% are male, with an average age of 31.8 years.

03

Which brands do Lego Ninjago fans like most?

Lego Ninjago fans show strongest brand affinity for Lego Technic (67.57×), Harry Potter (9.13×), and Legoland (29.11×) over the country average.

04

Where do Lego Ninjago fans live in Germany?

Lego Ninjago 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 Ninjago fans also like?

Beyond Lego Ninjago itself, the audience over-indexes on Harry Potter (9.13×), Legoland (29.11×), Tabletop role-playing game (21.59×), and Lego (11.04×) 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 Ninjago audiences in other countries

How to read this data

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