Rascasse Audience Intelligence

Squishmallows Target Market in Germany

A data profile of the people who buy, follow and care about Squishmallows in Germany — modelled from more than twelve digital signal sources. Squishmallows has an estimated audience of 1,111,619 people in Germany.

#8among Toys in Germany#776among Brand in Germany#155in Kids & Family

The average Squishmallows fan in Germany is 37.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Playmobil, Lego, Bedroom furniture, with strongest over-indexing on Playmobil (10.09× the country average).

Demographically, the Squishmallows audience skews more female with an average age of 37.3, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Squishmallows fan in Germany is more female, around 37.3 years old, with strong Family Orientation tendencies and a notable affinity for Playmobil.

Category: Kids & Family · Type: Brand · Subtype: Toys

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Squishmallows profile in Germany.

Audience size
1.1M
in Germany
Gender
64.6%♀
35.4% male
Age
37.3
average years
Country rank
#5941
Brand in Germany
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Squishmallows

64.6% are female, 35.4% are male, average age 37.3.

Fig. 02

Gender split

64.6%
Female
35.4%
Male
Demographic split for Squishmallows audience in Germany
MetricValue
Female64.6%
Male35.4%
Average age37.3
Estimated audience size1,111,619
Fig. 03

Age distribution

Ø 37.3
average years
Age distribution of the Squishmallows audience in Germany
Age bracketShare%
16-1919%
20-2924%
30-3926%
40-4918%
50+13%
Fig. 04

Worldwide distribution

10.2%

of the worldwide Squishmallows audience comes from Germany.

Worldwide audience distribution share by country for Squishmallows
CountryShare
United States32.1%
United Kingdom10.2%
Germany10.2%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Squishmallows audience in Germany is strongest.

Fig. 05

Top regions by affinity

Squishmallows customers by region in Germany
#RegionReachAffinity×
01Sachsen~70K1.23×
02Sachsen-Anhalt~40K1.21×
03Brandenburg~40K1.20×
04Nordrhein-Westfalen~300K1.08×
05Thüringen~30K1.08×
06Schleswig-Holstein~40K1.06×
07Rheinland-Pfalz~60K1.05×
08Niedersachsen~100K1.03×
09Bayern~200K1.02×
10Baden-Württemberg~100K0.91×
11Mecklenburg-Vorpommern~20K0.91×
12Hessen~80K0.89×
13Saarland~10K0.88×
14Berlin~50K0.87×
15Hamburg~20K0.87×
16Bremen~8K0.77×
Fig. 06

Affinity by region

Affinity by region — Squishmallows, Germany
0.77×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Squishmallows audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Squishmallows audience
#·InterestCategoryAffinity×
01PlaymobilKids & Family10.09×
02Lego TechnicKids & Family5.39×
03LegolandTravel & Leisure5.16×
04Lego Star WarsKids & Family4.84×
05Peppa PigKids & Family4.53×
06LegoKids & Family4.41×
07PAW PatrolMovies & TV4.00×
08Bedroom furnitureHome & Garden3.62×
09Children's literatureLiterature2.56×
10Parental leaveKids & Family2.46×
11Baby foodKids & Family2.05×
12Ernsting's familyShopping2.00×
13Child developmentBusiness & Career1.99×
14VolunteeringPolitics & Society1.83×
15ToysGames1.75×
16Roland KaiserMusic & Radio1.69×
17DeichmannShopping1.57×
18C&AShopping1.57×
19NatureHome & Garden1.56×
20KitchenHome & Garden1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Squishmallows audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Squishmallows audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.31×
Convenience OrientationPREMIUM1.30×
ExtroversionTHRILL1.20×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Squishmallows audience · Rather not
TraitClusterDeviationScore
Sports ActivityPOWER0.84×
Career OrientationPOWER0.91×
Luxury OrientationPREMIUM0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Squishmallows's target market in Germany?

Squishmallows's target market in Germany covers an estimated 1,111,619 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Squishmallows customers?

64.6% of the Squishmallows audience are female, 35.4% are male, with an average age of 37.3 years.

03

Which brands do Squishmallows fans like most?

Squishmallows fans show strongest brand affinity for Playmobil (10.09×), Lego (4.41×), and Bedroom furniture (3.62×) over the country average.

04

Where do Squishmallows fans live in Germany?

Squishmallows fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Bayern (reach ~200K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Squishmallows fans also like?

Beyond Squishmallows itself, the audience over-indexes on Lego (4.41×), Bedroom furniture (3.62×), Legoland (5.16×), and Peppa Pig (4.53×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Toys audiences in Germany

See Squishmallows audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Squishmallows. 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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