Schleich Target Market in Germany
A data profile of the people who buy, follow and care about Schleich in Germany — modelled from more than twelve digital signal sources. Schleich has an estimated audience of 764,778 people in Germany.
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, Ernsting's family, 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, Community Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
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.
At a glance
The key figures that characterise the Schleich profile in Germany.
Search interest · 12-month trend
Customer demographics of Schleich
81.9% are female, 18.1% are male, average age 40.8.
Gender split
| Metric | Value |
|---|---|
| Female | 81.9% |
| Male | 18.1% |
| Average age | 40.8 |
| Estimated audience size | 764,778 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 24% | |
| 30-39 | 34% | |
| 40-49 | 18% | |
| 50+ | 18% |
Worldwide distribution
of the worldwide Schleich audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 27.9% |
| Finland | 12.5% |
| France | 9.7% |
Geography
Where the Schleich audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Schleswig-Holstein | ~30K | 1.24× | |
| 02 | Brandenburg | ~30K | 1.21× | |
| 03 | Niedersachsen | ~90K | 1.18× | |
| 04 | Mecklenburg-Vorpommern | ~20K | 1.15× | |
| 05 | Thüringen | ~20K | 1.14× | |
| 06 | Rheinland-Pfalz | ~40K | 1.12× | |
| 07 | Sachsen-Anhalt | ~20K | 1.12× | |
| 08 | Baden-Württemberg | ~100K | 1.07× | |
| 09 | Nordrhein-Westfalen | ~200K | 0.99× | |
| 10 | Bayern | ~100K | 0.99× | |
| 11 | Sachsen | ~40K | 0.96× | |
| 12 | Hamburg | ~20K | 0.87× | |
| 13 | Hessen | ~50K | 0.82× | |
| 14 | Bremen | ~5K | 0.78× | |
| 15 | Berlin | ~30K | 0.76× | |
| 16 | Saarland | ~7K | 0.71× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Schleich audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Monchhichi | Kids & Family | 16.18× | ||
| 02 | Bob the Builder | Movies & TV | 15.73× | ||
| 03 | Peppa Pig | Kids & Family | 14.87× | ||
| 04 | Bibi Blocksberg | Movies & TV | 13.37× | ||
| 05 | PAW Patrol | Movies & TV | 12.82× | ||
| 06 | reisenthel | Fashion & Accessoires | 11.95× | ||
| 07 | Playmobil | Kids & Family | 10.87× | ||
| 08 | Racoon (band) | Music & Radio | 10.42× | ||
| 09 | Checker Tobi | Movies & TV | 8.85× | ||
| 10 | Ernsting's family | Shopping | 8.46× | ||
| 11 | Barbie | Movies & TV | 8.42× | ||
| 12 | Children's literature | Literature | 8.06× | ||
| 13 | Equine therapy | Health | 7.24× | ||
| 14 | Center Parcs | Travel & Leisure | 6.82× | ||
| 15 | Primary education | Kids & Family | 6.33× | ||
| 16 | Jenna Ortega | Movies & TV | 5.91× | ||
| 17 | Smyths Toys | Kids & Family | 5.84× | ||
| 18 | Baby food | Kids & Family | 4.89× | ||
| 19 | Lego | Kids & Family | 4.54× | ||
| 20 | Bauhaus | Shopping | 3.15× |
Personality of the Schleich 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 | 2.44× | |
| Community Orientation | OPEN | 2.01× | |
| Pet Ownership | JOY | 1.93× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.64× | |
| Early Adopter Mentality | POWER | 0.71× | |
| Career Orientation | POWER | 0.82× |
Frequently asked questions
Who is Schleich's target market in Germany?
Schleich's target market in Germany covers an estimated 764,778 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Schleich customers?
81.9% of the Schleich audience 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 Ernsting's family (8.46×) over the country average.
Where do Schleich fans live in Germany?
Schleich fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). 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×), Ernsting's family (8.46×), Peppa Pig (14.87×), and reisenthel (11.95×) compared to the Germany average.
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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.
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