Toys "R" Us Audience in Germany
Toys "R" Us has an estimated audience of 1,019,157 people in Germany. 77.6% are female, 22.4% are male, average age 36.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Baby food, Parental leave, Real property, Romper suit, Educational toy.
The average Toys "R" Us fan in Germany is 36.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Baby food, Parental leave, Real property, with strongest over-indexing on Baby food (8.91× the country average). Demographically, the Toys "R" Us audience skews more female with an average age of 36.7, and over-indexes on personality traits such as DIY Mentality, Family Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Toys shop
Demographics of Toys "R" Us fans
| Metric | Value |
|---|---|
| Female | 77.6% |
| Male | 22.4% |
| Average age | 36.7 |
| Estimated audience size | 1,019,157 |
Audience persona
The typical Toys "R" Us fan in Germany is more female, around 36.7 years old, with strong DIY Mentality tendencies and a notable affinity for Baby food.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 367,245 | 1.65× |
| Bayern | 167,574 | 1.02× |
| Baden-Württemberg | 145,976 | 1.05× |
| Niedersachsen | 105,691 | 1.07× |
| Hessen | 73,273 | 0.94× |
| Rheinland-Pfalz | 61,546 | 1.21× |
| Berlin | 54,788 | 1.2× |
| Sachsen | 42,410 | 0.85× |
| Schleswig-Holstein | 38,666 | 1.06× |
| Brandenburg | 30,615 | 0.97× |
| Hamburg | 25,859 | 1.12× |
| Sachsen-Anhalt | 22,458 | 0.85× |
| Thüringen | 18,265 | 0.7× |
| Mecklenburg-Vorpommern | 15,669 | 0.81× |
| Saarland | 8,386 | 0.67× |
| Bremen | 7,288 | 0.84× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Baby food | 8.91× | Kids & Family |
| Parental leave | 11.76× | Kids & Family |
| Real property | 8.73× | Home & Garden |
| Romper suit | 13.44× | Fashion & Accessoires |
| Educational toy | 11.71× | Kids & Family |
| Child care | 7.16× | Kids & Family |
| Lego | 5.58× | Kids & Family |
| Peppa Pig | 10.38× | Kids & Family |
| Do it yourself (DIY) | 3.5× | Home & Garden |
| Playmobil | 10.31× | Kids & Family |
| Bassinet | 11.09× | Kids & Family |
| Pampers | 6.91× | Kids & Family |
| Baby transport | 7.92× | Kids & Family |
| Ernsting's family | 4.94× | Shopping |
| Child safety seat | 6.54× | Kids & Family |
| Powdered milk | 9.11× | Kids & Family |
| RTL Television | 4.06× | Movies & TV |
| Mothercare | 7.64× | Kids & Family |
| Western Union | 5.04× | Business & Career |
| Barbie | 8.23× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.23 |
| Family Orientation | CONSERVATISM | 2 |
| Sustainability | BALANCE | 1.94 |
| Quality Awareness | PREMIUM | 1.49 |
| Creativity | OPEN | 1.44 |
| Healthy Lifestyle | BALANCE | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 25.0% |
| Canada | 16.7% |
| Japan | 7.5% |
See Toys "R" Us audiences in other countries
More Toys shop audiences in Germany
- myToys (1,348,300)
- Disney Store (678,871)
- Smyths Toys Superstores (555,592)
- Smyk (27,644)
- Dallas Vintage toys (920)
Frequently asked questions
How many fans does Toys "R" Us have in Germany?
Toys "R" Us has an estimated audience of 1,019,157 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Toys "R" Us fans?
77.6% of Toys "R" Us fans are female, 22.4% are male, with an average age of 36.7 years.
Which brands do Toys "R" Us fans like most?
Toys "R" Us fans show strongest brand affinity for Baby food (8.91×), Parental leave (11.76×), and Real property (8.73×) over the country average.
Where do Toys "R" Us fans live in Germany?
Toys "R" Us fans in Germany are most concentrated in Nordrhein-Westfalen (reach 367,245), Bayern (reach 167,574), and Baden-Württemberg (reach 145,976). These three regions account for the largest share of the active audience.
What other brands do Toys "R" Us fans also like?
Beyond Toys "R" Us itself, the audience over-indexes on Parental leave (11.76×), Real property (8.73×), Romper suit (13.44×), and Educational toy (11.71×) 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 "R" Us. 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.