Smyths Toys Audience in Germany
Smyths Toys has an estimated audience of 8,262,876 people in Germany. 66.3% are female, 33.7% are male, average age 38.6. Top regions: Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities: Rossmann, Saving, Home Office, Stradivarius, Ipekyol.
The average Smyths Toys fan in Germany is 38.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities include Rossmann, Saving, Home Office, with strongest over-indexing on Rossmann (1.91× the country average). Demographically, the Smyths Toys audience skews more female with an average age of 38.6, 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.
Category: Kids & Family · Type: Brand
Demographics of Smyths Toys fans
| Metric | Value |
|---|---|
| Female | 66.3% |
| Male | 33.7% |
| Average age | 38.6 |
| Estimated audience size | 8,262,876 |
Audience persona
The typical Smyths Toys fan in Germany is more female, around 38.6 years old, with strong Family Orientation tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 2,985,897 | 1.65× |
| Niedersachsen | 949,487 | 1.18× |
| Bayern | 900,898 | 0.68× |
| Baden-Württemberg | 784,716 | 0.7× |
| Hessen | 539,913 | 0.86× |
| Berlin | 408,735 | 1.11× |
| Sachsen | 395,087 | 0.97× |
| Rheinland-Pfalz | 356,662 | 0.86× |
| Schleswig-Holstein | 319,573 | 1.08× |
| Brandenburg | 290,621 | 1.13× |
| Sachsen-Anhalt | 282,016 | 1.32× |
| Mecklenburg-Vorpommern | 192,551 | 1.22× |
| Hamburg | 159,412 | 0.85× |
| Thüringen | 121,437 | 0.58× |
| Saarland | 96,198 | 0.95× |
| Bremen | 61,009 | 0.86× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 1.91× | Shopping |
| Saving | 3.45× | Business & Career |
| Home Office | 2.04× | Business & Career |
| Stradivarius | 1.52× | Shopping |
| Ipekyol | 3.82× | Shopping |
| Mothercare | 1.58× | Kids & Family |
| Škoda Kodiaq | 1.63× | Cars & Mobility |
| Artillery | 4.93× | Music & Radio |
| IPM | 10.7× | |
| Golem | 2.18× | Technology & Electronics |
| Bank account | 1.91× | Business & Career |
| Gloria | 3.08× | Music & Radio |
| Howard Wolowitz | 6.84× | Movies & TV |
| Eurodressage | 7.42× | Sports |
| Hypatia | 5.22× | Politics & Society |
| Glossier | 3.89× | Beauty & Wellness |
| Keeper (password manager) | 1.78× | Technology & Electronics |
| Hongik University | 4.33× | Business & Career |
| Solo climbing | 1.57× | Sports |
| Vijesti.ba | 1.63× | News |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Family Orientation | CONSERVATISM | 1.51 |
| DIY Mentality | THRILL | 1.5 |
| LGBTQ+ Identity | OPEN | 1.36 |
| Creativity | OPEN | 1.21 |
| Sustainability | BALANCE | 1.18 |
| Indulgence | JOY | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 49.6% |
| United Kingdom | 20.5% |
| France | 10.7% |
See Smyths Toys audiences in other countries
More Kids & Family audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Smyths Toys have in Germany?
Smyths Toys has an estimated audience of 8,262,876 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Smyths Toys fans?
66.3% of Smyths Toys fans are female, 33.7% are male, with an average age of 38.6 years.
Which brands do Smyths Toys fans like most?
Smyths Toys fans show strongest brand affinity for Rossmann (1.91×), Saving (3.45×), and Home Office (2.04×) over the country average.
Where do Smyths Toys fans live in Germany?
Smyths Toys fans in Germany are most concentrated in Nordrhein-Westfalen (reach 2,985,897), Niedersachsen (reach 949,487), and Bayern (reach 900,898). These three regions account for the largest share of the active audience.
What other brands do Smyths Toys fans also like?
Beyond Smyths Toys itself, the audience over-indexes on Saving (3.45×), Home Office (2.04×), Stradivarius (1.52×), and Ipekyol (3.82×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Smyths Toys. 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.