Playmobil Target Market in Germany
A data profile of the people who buy, follow and care about Playmobil in Germany — modelled from more than twelve digital signal sources. Playmobil has an estimated audience of 2,076,436 people in Germany.
The average Playmobil fan in Germany is 39.2 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Barbie, Smyths Toys, Peppa Pig, with strongest over-indexing on Barbie (18.48× the country average).
Demographically, the Playmobil audience skews more female with an average age of 39.2, and over-indexes on personality traits such as Family Orientation, DIY Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Playmobil fan in Germany is more female, around 39.2 years old, with strong Family Orientation tendencies and a notable affinity for Barbie.
At a glance
The key figures that characterise the Playmobil profile in Germany.
Search interest · 12-month trend
Customer demographics of Playmobil
72.2% are female, 27.8% are male, average age 39.2.
Gender split
| Metric | Value |
|---|---|
| Female | 72.2% |
| Male | 27.8% |
| Average age | 39.2 |
| Estimated audience size | 2,076,436 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 7% | |
| 20-29 | 26% | |
| 30-39 | 36% | |
| 40-49 | 20% | |
| 50+ | 11% |
Geography
Where the Playmobil audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Bayern | ~500K | 1.47× | |
| 02 | Baden-Württemberg | ~400K | 1.29× | |
| 03 | Niedersachsen | ~200K | 1.21× | |
| 04 | Rheinland-Pfalz | ~100K | 1.16× | |
| 05 | Nordrhein-Westfalen | ~500K | 1.13× | |
| 06 | Schleswig-Holstein | ~80K | 1.10× | |
| 07 | Hessen | ~100K | 0.97× | |
| 08 | Thüringen | ~50K | 0.97× | |
| 09 | Brandenburg | ~60K | 0.94× | |
| 10 | Sachsen-Anhalt | ~50K | 0.90× | |
| 11 | Saarland | ~20K | 0.90× | |
| 12 | Hamburg | ~40K | 0.86× | |
| 13 | Mecklenburg-Vorpommern | ~30K | 0.83× | |
| 14 | Bremen | ~10K | 0.82× | |
| 15 | Berlin | ~70K | 0.77× | |
| 16 | Sachsen | ~70K | 0.73× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Playmobil audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lego Batman | Kids & Family | 20.60× | ||
| 02 | Barbie | Movies & TV | 18.48× | ||
| 03 | Peppa Pig | Kids & Family | 13.36× | ||
| 04 | Smyths Toys | Kids & Family | 12.54× | ||
| 05 | Toys "R" Us | Shopping | 10.48× | ||
| 06 | Cloth diaper | Kids & Family | 10.22× | ||
| 07 | Squishmallows | Kids & Family | 10.09× | ||
| 08 | PAW Patrol | Movies & TV | 7.74× | ||
| 09 | Diaper bag | Kids & Family | 6.19× | ||
| 10 | Ernsting's family | Shopping | 4.94× | ||
| 11 | Children's literature | Literature | 4.64× | ||
| 12 | Center Parcs | Travel & Leisure | 4.54× | ||
| 13 | Child development | Business & Career | 4.24× | ||
| 14 | Lego | Kids & Family | 3.42× | ||
| 15 | Baby food | Kids & Family | 3.27× | ||
| 16 | Deichmann | Shopping | 2.35× | ||
| 17 | Obi (store) | Shopping | 2.02× | ||
| 18 | Online shopping | Shopping | 1.87× | ||
| 19 | Movies | Movies & TV | 1.69× | ||
| 20 | Shopping | Shopping | 1.66× |
Personality of the Playmobil 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 |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.58× | |
| DIY Mentality | THRILL | 1.33× | |
| Community Orientation | OPEN | 1.30× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.54× | |
| Sustainability | BALANCE | 0.68× | |
| Luxury Orientation | PREMIUM | 0.68× |
Frequently asked questions
Who is Playmobil's target market in Germany?
Playmobil's target market in Germany covers an estimated 2,076,436 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Playmobil customers?
72.2% of the Playmobil audience are female, 27.8% are male, with an average age of 39.2 years.
Which brands do Playmobil fans like most?
Playmobil fans show strongest brand affinity for Barbie (18.48×), Smyths Toys (12.54×), and Peppa Pig (13.36×) over the country average.
Where do Playmobil fans live in Germany?
Playmobil fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Bayern (reach ~500K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.
What other brands do Playmobil fans also like?
Beyond Playmobil itself, the audience over-indexes on Smyths Toys (12.54×), Peppa Pig (13.36×), Ernsting's family (4.94×), and Lego Batman (20.6×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Toys audiences in Germany
- Lego (7,976,650)
- Bluebrixx (4,260,417)
- Peppa Pig (2,126,903)
- Barbie (1,891,862)
- Disney Princess (1,793,387)
How to read this data
Audience size is the estimated number of people in Germany who actively search for Playmobil. 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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