Lego Star Wars Audience in Germany
Lego Star Wars has an estimated audience of 979,155 people in Germany. 32.2% are female, 67.8% are male, average age 31.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Lego Marvel Super Heroes, Toniebox, The Lego Movie, Andor, Legoland.
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 DIY Mentality, Early Adopter 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 Star Wars fans
| Metric | Value |
|---|---|
| Female | 32.2% |
| Male | 67.8% |
| Average age | 31.4 |
| Estimated audience size | 979,155 |
Audience persona
The typical Lego Star Wars fan in Germany is more male, around 31.4 years old, with strong DIY Mentality tendencies and a notable affinity for Lego Marvel Super Heroes.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 229,771 | 1.07× |
| Bayern | 160,587 | 1.02× |
| Baden-Württemberg | 134,146 | 1× |
| Niedersachsen | 112,780 | 1.19× |
| Hessen | 67,291 | 0.9× |
| Rheinland-Pfalz | 50,868 | 1.04× |
| Sachsen | 50,581 | 1.05× |
| Berlin | 42,657 | 0.97× |
| Schleswig-Holstein | 42,005 | 1.19× |
| Brandenburg | 32,944 | 1.08× |
| Sachsen-Anhalt | 25,088 | 0.99× |
| Thüringen | 23,188 | 0.93× |
| Hamburg | 20,676 | 0.93× |
| Mecklenburg-Vorpommern | 18,242 | 0.98× |
| Saarland | 9,076 | 0.75× |
| Bremen | 7,460 | 0.89× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Lego Marvel Super Heroes | 63.89× | Kids & Family |
| Toniebox | 26.04× | Kids & Family |
| The Lego Movie | 58.33× | Movies & TV |
| Andor | 24.56× | Movies & TV |
| Legoland | 18.5× | Travel & Leisure |
| Harrison Ford | 21.78× | Movies & TV |
| Lego Friends | 42.03× | Kids & Family |
| Rogue One | 37.21× | Movies & TV |
| Lego City | 33.91× | Kids & Family |
| Lego | 7.94× | Kids & Family |
| Lego Ninjago | 32.39× | Kids & Family |
| Star Wars expanded universe | 40.7× | Movies & TV |
| Star Wars | 16.33× | Movies & TV |
| Star Wars Galaxies | 31.18× | Games |
| Harry Potter | 3.35× | Movies & TV |
| The Mandalorian | 20.29× | Movies & TV |
| Lego Harry Potter | 22.86× | Movies & TV |
| Darth Vader | 21.5× | Movies & TV |
| Star Wars: The Clone Wars (film) | 23.01× | Movies & TV |
| Death Star | 35.56× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.49 |
| Early Adopter Mentality | POWER | 1.39 |
| Pet Ownership | JOY | 1.37 |
| Family Orientation | CONSERVATISM | 1.27 |
| Patriotism | CONSERVATISM | 1.21 |
| LGBTQ+ Identity | OPEN | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.5% |
| Germany | 13.5% |
| Poland | 7.9% |
See Lego Star Wars audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Lego Star Wars have in Germany?
Lego Star Wars has an estimated audience of 979,155 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Lego Star Wars fans?
32.2% of Lego Star Wars fans are female, 67.8% are male, with an average age of 31.4 years.
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.
Where do Lego Star Wars fans live in Germany?
Lego Star Wars fans in Germany are most concentrated in Nordrhein-Westfalen (reach 229,771), Bayern (reach 160,587), and Baden-Württemberg (reach 134,146). These three regions account for the largest share of the active audience.
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×), Andor (24.56×), and Legoland (18.5×) 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 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.