Schleich Audience in Germany
Schleich has an estimated audience of 764,660 people in Germany. 81.9% are female, 18.1% are male, average age 40.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Barbie, Monchhichi, Peppa Pig, Ernsting's family, reisenthel.
The average Schleich fan in Germany is 40.8 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, Monchhichi, Peppa Pig, with strongest over-indexing on Barbie (8.42× the country average). Demographically, the Schleich audience skews more female with an average age of 40.8, and over-indexes on personality traits such as Family Orientation, LGBTQ+ Identity. 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 Schleich fans
| Metric | Value |
|---|---|
| Female | 81.9% |
| Male | 18.1% |
| Average age | 40.8 |
| Estimated audience size | 764,660 |
Audience persona
The typical Schleich fan in Germany is more female, around 40.8 years old, with strong Family Orientation tendencies and a notable affinity for Barbie.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 169,557 | 1.01× |
| Bayern | 125,212 | 1.02× |
| Baden-Württemberg | 118,582 | 1.14× |
| Niedersachsen | 88,720 | 1.19× |
| Hessen | 49,811 | 0.85× |
| Rheinland-Pfalz | 40,813 | 1.07× |
| Schleswig-Holstein | 34,261 | 1.25× |
| Brandenburg | 29,277 | 1.23× |
| Berlin | 28,382 | 0.83× |
| Sachsen | 27,272 | 0.73× |
| Sachsen-Anhalt | 22,079 | 1.11× |
| Thüringen | 21,929 | 1.13× |
| Mecklenburg-Vorpommern | 16,589 | 1.14× |
| Hamburg | 15,627 | 0.9× |
| Saarland | 6,133 | 0.65× |
| Bremen | 4,862 | 0.74× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Barbie | 8.42× | Movies & TV |
| Monchhichi | 16.18× | Kids & Family |
| Peppa Pig | 14.87× | Kids & Family |
| Ernsting's family | 8.46× | Shopping |
| reisenthel | 11.95× | Fashion & Accessoires |
| PAW Patrol | 12.82× | Movies & TV |
| Children's literature | 8.06× | Literature |
| Smyths Toys | 5.84× | Kids & Family |
| Primary education | 6.33× | Kids & Family |
| Playmobil | 10.87× | Kids & Family |
| Equine therapy | 7.24× | Health |
| Habermaaß | 21.99× | Kids & Family |
| Bibi Blocksberg | 13.37× | Movies & TV |
| Center Parcs | 6.82× | Travel & Leisure |
| Checker Tobi | 8.85× | Movies & TV |
| Jenna Ortega | 5.91× | Movies & TV |
| Baby food | 4.89× | Kids & Family |
| Bob the Builder | 15.73× | Movies & TV |
| Bauhaus | 3.15× | Shopping |
| Lego | 4.54× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.97 |
| LGBTQ+ Identity | OPEN | 1.85 |
| Pet Ownership | JOY | 1.59 |
| DIY Mentality | THRILL | 1.56 |
| Healthy Lifestyle | BALANCE | 1.39 |
| Creativity | OPEN | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 28.3% |
| Finland | 12.2% |
| France | 9.9% |
See Schleich audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Schleich have in Germany?
Schleich has an estimated audience of 764,660 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Schleich fans?
81.9% of Schleich fans are female, 18.1% are male, with an average age of 40.8 years.
Which brands do Schleich fans like most?
Schleich fans show strongest brand affinity for Barbie (8.42×), Monchhichi (16.18×), and Peppa Pig (14.87×) over the country average.
Where do Schleich fans live in Germany?
Schleich fans in Germany are most concentrated in Nordrhein-Westfalen (reach 169,557), Bayern (reach 125,212), and Baden-Württemberg (reach 118,582). These three regions account for the largest share of the active audience.
What other brands do Schleich fans also like?
Beyond Schleich itself, the audience over-indexes on Monchhichi (16.18×), Peppa Pig (14.87×), Ernsting's family (8.46×), and reisenthel (11.95×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Schleich. 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.