Rascasse Audience Intelligence

Lego Star Wars Target Market in Germany

A data profile of the people who buy, follow and care about Lego Star Wars in Germany — modelled from more than twelve digital signal sources. Lego Star Wars has an estimated audience of 928,676 people in Germany.

#13among Toys in Germany#909among Brand in Germany#181in Kids & Family

The average Lego Star Wars fan in Germany is 31.4 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 Marvel Super Heroes, Toniebox, The Lego Movie, with strongest over-indexing on Lego Marvel Super Heroes (63.89× the country average).

Demographically, the Lego Star Wars audience skews more male with an average age of 31.4, and over-indexes on personality traits such as Patriotism, Healthy Lifestyle.

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

The typical Lego Star Wars fan in Germany is more male, around 31.4 years old, with strong Patriotism tendencies and a notable affinity for Lego Marvel Super Heroes.

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 Star Wars profile in Germany.

Audience size
929K
in Germany
Gender
32.2%♀
67.8% male
Age
31.4
average years
Country rank
#6962
Brand in Germany
Fig. 01

Search interest · 12-month trend

-31%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego Star Wars

32.2% are female, 67.8% are male, average age 31.4.

Fig. 02

Gender split

32.2%
Female
67.8%
Male
Demographic split for Lego Star Wars audience in Germany
MetricValue
Female32.2%
Male67.8%
Average age31.4
Estimated audience size928,676
Fig. 03

Age distribution

Ø 31.4
average years
Age distribution of the Lego Star Wars audience in Germany
Age bracketShare%
16-1937%
20-2923%
30-3922%
40-4912%
50+5%
Fig. 04

Worldwide distribution

12.0%

of the worldwide Lego Star Wars audience comes from Germany.

Worldwide audience distribution share by country for Lego Star Wars
CountryShare
United States20.7%
Germany12.0%
France7.8%
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 Star Wars audience in Germany is strongest.

Fig. 05

Top regions by affinity

Lego Star Wars customers by region in Germany
#RegionReachAffinity×
01Schleswig-Holstein~40K1.19×
02Niedersachsen~100K1.17×
03Brandenburg~30K1.08×
04Rheinland-Pfalz~50K1.06×
05Sachsen~50K1.06×
06Nordrhein-Westfalen~200K1.05×
07Mecklenburg-Vorpommern~20K1.01×
08Bayern~200K1.00×
09Sachsen-Anhalt~30K1.00×
10Baden-Württemberg~100K0.99×
11Thüringen~20K0.96×
12Berlin~40K0.93×
13Hamburg~20K0.92×
14Bremen~8K0.92×
15Hessen~70K0.90×
16Saarland~10K0.80×
Fig. 06

Affinity by region

Affinity by region — Lego Star Wars, Germany
0.80×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego Star Wars audience
#·InterestCategoryAffinity×
01Lego Marvel Super HeroesKids & Family63.89×
02The Lego MovieMovies & TV58.33×
03Lego FriendsKids & Family42.03×
04Rogue OneMovies & TV37.21×
05Death StarMovies & TV35.56×
06Lego CityKids & Family33.91×
07Lego NinjagoKids & Family32.39×
08Star Wars GalaxiesGames31.18×
09Luke SkywalkerMovies & TV26.97×
10TonieboxKids & Family26.04×
11AndorMovies & TV24.56×
12Lego Harry PotterMovies & TV22.86×
13Harrison FordMovies & TV21.78×
14Darth VaderMovies & TV21.50×
15Held der SteineInternet & Social Media21.07×
16The MandalorianMovies & TV20.29×
17Fallout (series)Games18.90×
18LegolandTravel & Leisure18.50×
19LegoKids & Family7.94×
20Harry PotterMovies & TV3.35×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego Star Wars 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 Star Wars audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM2.00×
Healthy LifestyleBALANCE1.85×
Price SensitivityPREMIUM1.76×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego Star Wars audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.80×
TraditionCONSERVATISM0.96×
Community OrientationOPEN0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego Star Wars's target market in Germany?

Lego Star Wars's target market in Germany covers an estimated 928,676 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Lego Star Wars customers?

32.2% of the Lego Star Wars audience are female, 67.8% are male, with an average age of 31.4 years.

03

Which brands do Lego Star Wars fans like most?

Lego Star Wars fans show strongest brand affinity for Lego Marvel Super Heroes (63.89×), Toniebox (26.04×), and The Lego Movie (58.33×) over the country average.

04

Where do Lego Star Wars fans live in Germany?

Lego Star Wars fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Lego Star Wars fans also like?

Beyond Lego Star Wars itself, the audience over-indexes on Toniebox (26.04×), The Lego Movie (58.33×), Lego Friends (42.03×), and Legoland (18.5×) 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 Star Wars audiences in other countries

How to read this data

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