Squishmallows Audience in Germany
Squishmallows has an estimated audience of 1,185,306 people in Germany. 64.4% are female, 35.6% are male, average age 38.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Playmobil, Lego, Peppa Pig, Baby food, Legoland.
The average Squishmallows fan in Germany is 38.1 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, Peppa Pig, with strongest over-indexing on Playmobil (8.26× the country average). Demographically, the Squishmallows audience skews more female with an average age of 38.1, and over-indexes on personality traits such as LGBTQ+ Identity, Family Orientation. 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 Squishmallows fans
| Metric | Value |
|---|---|
| Female | 64.4% |
| Male | 35.6% |
| Average age | 38.1 |
| Estimated audience size | 1,185,306 |
Audience persona
The typical Squishmallows fan in Germany is more female, around 38.1 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Playmobil.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 293,517 | 1.13× |
| Bayern | 197,759 | 1.04× |
| Baden-Württemberg | 143,077 | 0.88× |
| Niedersachsen | 119,145 | 1.04× |
| Hessen | 81,379 | 0.9× |
| Sachsen | 72,323 | 1.24× |
| Rheinland-Pfalz | 63,126 | 1.06× |
| Berlin | 48,248 | 0.91× |
| Schleswig-Holstein | 45,531 | 1.07× |
| Brandenburg | 45,270 | 1.23× |
| Sachsen-Anhalt | 36,847 | 1.2× |
| Thüringen | 31,560 | 1.04× |
| Hamburg | 24,133 | 0.9× |
| Mecklenburg-Vorpommern | 17,218 | 0.76× |
| Saarland | 12,103 | 0.83× |
| Bremen | 7,635 | 0.75× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Playmobil | 8.26× | Kids & Family |
| Lego | 3.72× | Kids & Family |
| Peppa Pig | 5.24× | Kids & Family |
| Baby food | 2.61× | Kids & Family |
| Legoland | 4.68× | Travel & Leisure |
| Bedroom furniture | 3.11× | Home & Garden |
| Winona Ryder | 3.73× | Movies & TV |
| Ariana Grande | 3.18× | Music & Radio |
| RTL Television | 2.03× | Movies & TV |
| House music | 1.76× | Music & Radio |
| Ernsting's family | 2.27× | Shopping |
| Succulent plant | 2.95× | Home & Garden |
| Flowering plant | 2.68× | Home & Garden |
| Toys | 1.68× | Games |
| Scooby-Doo | 2.66× | Movies & TV |
| Chihuahua (dog) | 1.98× | Pets & Animals |
| JYSK | 1.74× | Home & Garden |
| Bonprix | 1.63× | Shopping |
| Satire | 2.24× | Literature |
| Parental leave | 2.49× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 1.29 |
| Family Orientation | CONSERVATISM | 1.23 |
| DIY Mentality | THRILL | 1.22 |
| Creativity | OPEN | 1.12 |
| Social Media Usage | JOY | 1.07 |
| Sports Activity | POWER | 1.05 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 33.1% |
| United Kingdom | 10.0% |
| Germany | 10.0% |
See Squishmallows audiences in other countries
More Toys audiences in Germany
Frequently asked questions
How many fans does Squishmallows have in Germany?
Squishmallows has an estimated audience of 1,185,306 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Squishmallows fans?
64.4% of Squishmallows fans are female, 35.6% are male, with an average age of 38.1 years.
Which brands do Squishmallows fans like most?
Squishmallows fans show strongest brand affinity for Playmobil (8.26×), Lego (3.72×), and Peppa Pig (5.24×) over the country average.
Where do Squishmallows fans live in Germany?
Squishmallows fans in Germany are most concentrated in Nordrhein-Westfalen (reach 293,517), Bayern (reach 197,759), and Baden-Württemberg (reach 143,077). These three regions account for the largest share of the active audience.
What other brands do Squishmallows fans also like?
Beyond Squishmallows itself, the audience over-indexes on Lego (3.72×), Peppa Pig (5.24×), Baby food (2.61×), and Legoland (4.68×) compared to the Germany average.
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.