A data profile of the people who buy, follow and care about Lego in Denmark — modelled from more than twelve digital signal sources. Lego has an estimated audience of 932,951 people in Denmark.
Lego has an estimated audience of 932,951 people in Denmark. 64.4% are female, 35.6% are male, average age 42.0. Top brand affinities: REMA 1000, Legoland, Scandinavia, Nordic countries, Kvickly.
Top brand affinities include REMA 1000, Legoland, Scandinavia, with strongest over-indexing on REMA 1000 (1.51× the country average).
Demographically, the Lego audience skews more female with an average age of 42.0, and over-indexes on personality traits such as Convenience Orientation, Luxury Orientation.
The typical Lego fan in Denmark is more female, around 42.0 years old, with strong Convenience Orientation tendencies and a notable affinity for REMA 1000.
The key figures that characterise the Lego profile in Denmark.
64.4% are female, 35.6% are male, average age 42.0.
| Metric | Value |
|---|---|
| Female | 64.4% |
| Male | 35.6% |
| Average age | 42.0 |
| Estimated audience size | 932,951 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 12% | |
| 20-29 | 21% | |
| 30-39 | 20% | |
| 40-49 | 19% | |
| 50+ | 28% |
of the worldwide Lego audience comes from Denmark.
| Country | Share |
|---|---|
| United States | 18.5% |
| United Kingdom | 7.8% |
| Japan | 7.3% |
The strongest cross-interests of the Lego audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lego Ninjago | Kids & Family | 6.44× | ||
| 02 | Playmobil | Kids & Family | 6.09× | ||
| 03 | Legoland | Travel & Leisure | 3.87× | ||
| 04 | Construction set | Kids & Family | 3.40× | ||
| 05 | Board of directors | Business & Career | 3.12× | ||
| 06 | Picture book | Literature | 2.84× | ||
| 07 | Danish Royal Family | Politics & Society | 2.11× | ||
| 08 | Grandparent | Kids & Family | 2.05× | ||
| 09 | Ude og Hjemme | News | 2.03× | ||
| 10 | Ældre Sagen | Politics & Society | 1.92× | ||
| 11 | Zizzi | Food & Beverages | 1.77× | ||
| 12 | Scandinavia | Travel & Leisure | 1.75× | ||
| 13 | Spar (retailer) | Shopping | 1.75× | ||
| 14 | Horsens Folkeblad | News | 1.67× | ||
| 15 | Bravo Tours | Travel & Leisure | 1.67× | ||
| 16 | Kvickly | Food & Beverages | 1.66× | ||
| 17 | Nordic countries | Travel & Leisure | 1.65× | ||
| 18 | Children's clothing | Fashion & Accessoires | 1.64× | ||
| 19 | Theme parks | Travel & Leisure | 1.60× | ||
| 20 | REMA 1000 | Shopping | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Convenience Orientation | PREMIUM | 2.05× | |
| Luxury Orientation | PREMIUM | 1.54× | |
| Urban Lifestyle | OPEN | 1.26× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.37× | |
| Social Media Usage | JOY | 0.72× | |
| Travelling | THRILL | 0.83× |
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Denmark who actively search for Lego. 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Denmark. 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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