A data profile of the people who buy, follow and care about Lego in Spain — modelled from more than twelve digital signal sources. Lego has an estimated audience of 2,967,611 people in Spain.
The average Lego fan in Spain is 39.3 years old, more female, and lives primarily in Catalonia.
The audience is concentrated in Catalonia, Community of Madrid, Andalusia.
Top brand affinities include Hotel Transylvania, Jumanji, Steve Buscemi, with strongest over-indexing on Hotel Transylvania (16.33× the country average).
Demographically, the Lego audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Family Orientation, Extroversion.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 17 regions tracked by Rascasse.
The typical Lego fan in Spain is more female, around 39.3 years old, with strong Family Orientation tendencies and a notable affinity for Hotel Transylvania.
The key figures that characterise the Lego profile in Spain.
69.7% are female, 30.3% are male, average age 39.3.
| Metric | Value |
|---|---|
| Female | 69.7% |
| Male | 30.3% |
| Average age | 39.3 |
| Estimated audience size | 2,967,611 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 21% | |
| 30-39 | 28% | |
| 40-49 | 21% | |
| 50+ | 16% |
of the worldwide Lego audience comes from Spain.
| Country | Share |
|---|---|
| United States | 18.5% |
| United Kingdom | 7.8% |
| Japan | 7.3% |
Where the Lego audience in Spain is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Catalonia | ~800K | 1.47× | |
| 02 | Community of Madrid | ~600K | 1.28× | |
| 03 | Aragon | ~90K | 1.19× | |
| 04 | Castilla-La Mancha | ~100K | 1.12× | |
| 05 | Comunidad Valenciana | ~400K | 1.10× | |
| 06 | Castile and León | ~100K | 1.04× | |
| 07 | Basque Autonomous Country | ~100K | 1.01× | |
| 08 | Andalusia | ~600K | 0.99× | |
| 09 | Galicia | ~100K | 0.96× | |
| 10 | Region of Murcia | ~90K | 0.92× | |
| 11 | Navarre | ~30K | 0.91× | |
| 12 | Cantabria | ~30K | 0.90× | |
| 13 | La Rioja | ~20K | 0.90× | |
| 14 | Extremadura | ~50K | 0.88× | |
| 15 | Balearic Islands | ~70K | 0.84× | |
| 16 | Principality of Asturias | ~50K | 0.79× | |
| 17 | Canary Islands | ~100K | 0.72× |
The strongest cross-interests of the Lego audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lego Ninjago | Kids & Family | 17.32× | ||
| 02 | Big Hero 6 (film) | Movies & TV | 17.05× | ||
| 03 | Finding Dory | Movies & TV | 16.66× | ||
| 04 | Hotel Transylvania | Movies & TV | 16.33× | ||
| 05 | Construction set | Kids & Family | 16.13× | ||
| 06 | WALL-E | Movies & TV | 15.56× | ||
| 07 | Steve Buscemi | Movies & TV | 15.06× | ||
| 08 | Lego Star Wars | Kids & Family | 14.05× | ||
| 09 | Jumanji | Movies & TV | 13.81× | ||
| 10 | Kung Fu Panda | Movies & TV | 12.98× | ||
| 11 | Educational toy | Kids & Family | 7.00× | ||
| 12 | Shrek (franchise) | Movies & TV | 6.51× | ||
| 13 | Amsterdam | Travel & Leisure | 4.91× | ||
| 14 | Zara Kids | Fashion & Accessoires | 4.51× | ||
| 15 | Caprabo | Food & Beverages | 4.28× | ||
| 16 | Harry Potter | Movies & TV | 2.17× | ||
| 17 | Computers | Technology & Electronics | 1.72× | ||
| 18 | Barcelona | Travel & Leisure | 1.71× | ||
| 19 | Food | Food & Beverages | 1.59× | ||
| 20 | Design | Home & Garden | 1.54× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.38× | |
| Extroversion | THRILL | 1.36× | |
| Pet Ownership | JOY | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.96× | |
| Risk Appetite | THRILL | 0.97× | |
| Luxury Orientation | PREMIUM | 0.97× |
Lego's target market in Spain covers an estimated 2,967,611 people, concentrated in Catalonia and Community of Madrid.
69.7% of the Lego audience are female, 30.3% are male, with an average age of 39.3 years.
Lego fans show strongest brand affinity for Hotel Transylvania (16.33×), Jumanji (13.81×), and Steve Buscemi (15.06×) over the country average.
Lego fans in Spain are most concentrated in Catalonia (reach ~800K), Community of Madrid (reach ~600K), and Andalusia (reach ~600K). These three regions account for the largest share of the active audience.
Beyond Lego itself, the audience over-indexes on Jumanji (13.81×), Steve Buscemi (15.06×), WALL-E (15.56×), and Zara Kids (4.51×) compared to the Spain average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Spain 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 Spain. 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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