Rascasse Audience Intelligence

Toys Audience in Germany

A data profile of the people who buy, follow and care about Toys in Germany — modelled from more than twelve digital signal sources. Toys has an estimated audience of 10,587,216 people in Germany.

#168among Topic in Germany#3in Games

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, Quality Awareness.

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

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.

Category: Games · Type: Topic

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 Toys profile in Germany.

Audience size
10.6M
in Germany
Gender
62.9%♀
37.1% male
Age
40.3
average years
Country rank
#287
Topic in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Toys fans

62.9% are female, 37.1% are male, average age 40.3.

Fig. 02

Gender split

62.9%
Female
37.1%
Male
Demographic split for Toys audience in Germany
MetricValue
Female62.9%
Male37.1%
Average age40.3
Estimated audience size10,587,216
Fig. 03

Age distribution

Ø 40.3
average years
Age distribution of the Toys audience in Germany
Age bracketShare%
16-1914%
20-2921%
30-3924%
40-4922%
50+20%
Fig. 04

Worldwide distribution

3.0%

of the worldwide Toys audience comes from Germany.

Worldwide audience distribution share by country for Toys
CountryShare
United States19.9%
United Kingdom4.8%
Brazil4.2%
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 Toys audience in Germany is strongest.

Fig. 05

Top regions by affinity

Toys fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~800K1.59×
02Hessen~1M1.35×
03Nordrhein-Westfalen~3M1.30×
04Hamburg~300K1.21×
05Bremen~100K1.10×
06Bayern~2M1.07×
07Rheinland-Pfalz~500K1.00×
08Baden-Württemberg~1.5M0.96×
09Niedersachsen~1M0.94×
10Saarland~100K0.93×
11Schleswig-Holstein~300K0.92×
12Brandenburg~300K0.80×
13Thüringen~200K0.78×
14Sachsen-Anhalt~200K0.73×
15Sachsen~400K0.72×
16Mecklenburg-Vorpommern~100K0.69×
Fig. 06

Affinity by region

Affinity by region — Toys, Germany
0.69×1.00×1.59×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Toys audience
#·InterestCategoryAffinity×
01Infant bodysuitKids & Family3.84×
02Baby powderKids & Family3.74×
03Diaper bagKids & Family3.67×
04Infant bedHome & Garden3.37×
05Infant clothingKids & Family3.32×
06BabywearingKids & Family3.30×
07Child safety seatKids & Family3.18×
08Pre-kindergartenKids & Family3.15×
09Parental leaveKids & Family3.02×
10Child developmentBusiness & Career2.98×
11Baby foodKids & Family2.67×
12Smyths ToysKids & Family2.28×
13Children's clothingFashion & Accessoires2.23×
14Ernsting's familyShopping2.19×
15ToddlerKids & Family2.14×
16HermèsFashion & Accessoires1.96×
17ChildhoodKids & Family1.82×
18BedHome & Garden1.67×
19DeichmannShopping1.66×
20ChildKids & Family1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Toys 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 Toys audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.38×
Quality AwarenessPREMIUM1.37×
DIY MentalityTHRILL1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Toys audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.64×
Community OrientationOPEN0.69×
Risk AppetiteTHRILL0.69×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Toys fans live in Germany?

Toys fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Games audiences in Germany

See Toys audiences in other countries

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.

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