Play-Doh Target Market in Germany
A data profile of the people who buy, follow and care about Play-Doh in Germany — modelled from more than twelve digital signal sources. Play-Doh has an estimated audience of 319,589 people in Germany.
The average Play-Doh fan in Germany is 34.4 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Educational toy, Modelling clay, PAW Patrol, with strongest over-indexing on Educational toy (184.54× the country average).
Demographically, the Play-Doh audience skews more female with an average age of 34.4, and over-indexes on personality traits such as Design Affinity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Play-Doh fan in Germany is more female, around 34.4 years old, with strong Design Affinity tendencies and a notable affinity for Educational toy.
At a glance
The key figures that characterise the Play-Doh profile in Germany.
Search interest · 12-month trend
Customer demographics of Play-Doh
78.7% are female, 21.3% are male, average age 34.4.
Gender split
| Metric | Value |
|---|---|
| Female | 78.7% |
| Male | 21.3% |
| Average age | 34.4 |
| Estimated audience size | 319,589 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 24% | |
| 20-29 | 29% | |
| 30-39 | 26% | |
| 40-49 | 13% | |
| 50+ | 8% |
Worldwide distribution
of the worldwide Play-Doh audience comes from Germany.
| Country | Share |
|---|---|
| United States | 22.4% |
| United Kingdom | 6.6% |
| India | 6.2% |
Geography
Where the Play-Doh audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~60K | 1.19× | |
| 02 | Berlin | ~20K | 1.15× | |
| 03 | Baden-Württemberg | ~50K | 1.08× | |
| 04 | Hessen | ~30K | 1.07× | |
| 05 | Rheinland-Pfalz | ~20K | 1.06× | |
| 06 | Nordrhein-Westfalen | ~70K | 1.05× | |
| 07 | Hamburg | ~7K | 1.02× | |
| 08 | Sachsen | ~20K | 1.01× | |
| 09 | Niedersachsen | ~30K | 1.00× | |
| 10 | Saarland | ~4K | 0.98× | |
| 11 | Bremen | ~3K | 0.97× | |
| 12 | Schleswig-Holstein | ~10K | 0.95× | |
| 13 | Brandenburg | ~9K | 0.94× | |
| 14 | Mecklenburg-Vorpommern | ~6K | 0.94× | |
| 15 | Thüringen | ~8K | 0.93× | |
| 16 | Sachsen-Anhalt | ~7K | 0.88× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Play-Doh audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Educational toy | Kids & Family | 184.54× | ||
| 02 | Modelling clay | Home & Garden | 116.96× | ||
| 03 | Maternity hospital | Kids & Family | 20.00× | ||
| 04 | International Preschool | Kids & Family | 20.00× | ||
| 05 | Monster High | Kids & Family | 20.00× | ||
| 06 | PAW Patrol | Movies & TV | 14.78× | ||
| 07 | Early childhood | Kids & Family | 10.53× | ||
| 08 | Early childhood education | Business & Career | 10.38× | ||
| 09 | Mothercare | Kids & Family | 10.08× | ||
| 10 | Child safety seat | Kids & Family | 8.22× | ||
| 11 | Kitchen utensil | Home & Garden | 7.26× | ||
| 12 | Parental leave | Kids & Family | 6.79× | ||
| 13 | Pedagogy | Kids & Family | 6.67× | ||
| 14 | Infant clothing | Kids & Family | 6.25× | ||
| 15 | Ernsting's family | Shopping | 6.07× | ||
| 16 | Day care | Health | 6.04× | ||
| 17 | Primary education | Kids & Family | 5.17× | ||
| 18 | Child development | Business & Career | 4.68× | ||
| 19 | Smyths Toys | Kids & Family | 4.54× | ||
| 20 | Netto Marken-Discount | Shopping | 3.39× |
Personality of the Play-Doh audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 2.29× | |
| Creativity | OPEN | 2.09× | |
| Individualism | JOY | 1.89× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 0.92× | |
| Career Orientation | POWER | 1.02× | |
| Early Adopter Mentality | POWER | 1.04× |
Frequently asked questions
Who is Play-Doh's target market in Germany?
Play-Doh's target market in Germany covers an estimated 319,589 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Play-Doh customers?
78.7% of the Play-Doh audience are female, 21.3% are male, with an average age of 34.4 years.
Which brands do Play-Doh fans like most?
Play-Doh fans show strongest brand affinity for Educational toy (184.54×), Modelling clay (116.96×), and PAW Patrol (14.78×) over the country average.
Where do Play-Doh fans live in Germany?
Play-Doh fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.
What other brands do Play-Doh fans also like?
Beyond Play-Doh itself, the audience over-indexes on Modelling clay (116.96×), PAW Patrol (14.78×), Maternity hospital (20×), and Early childhood education (10.38×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Toys audiences in Germany
See Play-Doh audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Play-Doh. 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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