Toys Audience in Germany
Toys has an estimated audience of 10,587,216 people in Germany. 62.9% are female, 37.1% are male, average age 40.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Child development, Infant clothing, Infant bodysuit, Baby food, Pre-kindergarten.
The average Toys fan in Germany is 40.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Child development, Infant clothing, Infant bodysuit, with strongest over-indexing on Child development (2.98× the country average). Demographically, the Toys audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Indulgence, DIY Mentality. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Games · Type: Topic
Demographics of Toys fans
| Metric | Value |
|---|---|
| Female | 62.9% |
| Male | 37.1% |
| Average age | 40.3 |
| Estimated audience size | 10,587,216 |
Audience persona
The typical Toys fan in Germany is more female, around 40.3 years old, with strong Indulgence tendencies and a notable affinity for Child development.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,059,473 | 1.32× |
| Bayern | 1,881,948 | 1.11× |
| Baden-Württemberg | 1,410,285 | 0.98× |
| Hessen | 1,096,980 | 1.36× |
| Niedersachsen | 972,289 | 0.95× |
| Berlin | 793,946 | 1.68× |
| Rheinland-Pfalz | 526,599 | 0.99× |
| Sachsen | 372,474 | 0.72× |
| Schleswig-Holstein | 343,700 | 0.9× |
| Hamburg | 291,987 | 1.22× |
| Brandenburg | 261,337 | 0.8× |
| Thüringen | 199,783 | 0.74× |
| Sachsen-Anhalt | 187,868 | 0.68× |
| Mecklenburg-Vorpommern | 129,215 | 0.64× |
| Saarland | 113,790 | 0.88× |
| Bremen | 96,990 | 1.07× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Child development | 2.98× | Business & Career |
| Infant clothing | 3.32× | Kids & Family |
| Infant bodysuit | 3.84× | Kids & Family |
| Baby food | 2.67× | Kids & Family |
| Pre-kindergarten | 3.15× | Kids & Family |
| Hermès | 1.96× | Fashion & Accessoires |
| Smyths Toys | 2.28× | Kids & Family |
| Toddler | 2.14× | Kids & Family |
| Baby powder | 3.74× | Kids & Family |
| Childhood | 1.82× | Kids & Family |
| Diaper bag | 3.67× | Kids & Family |
| Children's clothing | 2.23× | Fashion & Accessoires |
| Deichmann | 1.66× | Shopping |
| Child safety seat | 3.18× | Kids & Family |
| Parental leave | 3.02× | Kids & Family |
| Infant bed | 3.37× | Home & Garden |
| Babywearing | 3.3× | Kids & Family |
| Child | 1.54× | Kids & Family |
| Barbie | 1.58× | Movies & TV |
| Bed | 1.67× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.45 |
| DIY Mentality | THRILL | 1.26 |
| Pet Ownership | JOY | 1.22 |
| Creativity | OPEN | 1.21 |
| Family Orientation | CONSERVATISM | 1.19 |
| Design Affinity | PREMIUM | 1.19 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.9% |
| United Kingdom | 4.8% |
| Brazil | 4.2% |
See Toys audiences in other countries
More Games audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Toys have in Germany?
Toys has an estimated audience of 10,587,216 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Toys fans?
62.9% of Toys fans are female, 37.1% are male, with an average age of 40.3 years.
Which brands do Toys fans like most?
Toys fans show strongest brand affinity for Child development (2.98×), Infant clothing (3.32×), and Infant bodysuit (3.84×) over the country average.
Where do Toys fans live in Germany?
Toys fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,059,473), Bayern (reach 1,881,948), and Baden-Württemberg (reach 1,410,285). These three regions account for the largest share of the active audience.
What other brands do Toys fans also like?
Beyond Toys itself, the audience over-indexes on Infant clothing (3.32×), Infant bodysuit (3.84×), Baby food (2.67×), and Pre-kindergarten (3.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for 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.