A data profile of the people who buy, follow and care about Smyths Toys in United Kingdom — modelled from more than twelve digital signal sources. Smyths Toys has an estimated audience of 3,952,506 people in United Kingdom.
The average Smyths Toys fan in United Kingdom is 41.9 years old, more female, and lives primarily in England.
The audience is concentrated in England, Yorkshire and the Humber, South East.
Top brand affinities include Esso, Aldi, Toys, with strongest over-indexing on Esso (4.17× the country average).
Demographically, the Smyths Toys audience skews more female with an average age of 41.9, and over-indexes on personality traits such as Family Orientation, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Smyths Toys fan in United Kingdom is more female, around 41.9 years old, with strong Family Orientation tendencies and a notable affinity for Esso.
The key figures that characterise the Smyths Toys profile in United Kingdom.
68.7% are female, 31.3% are male, average age 41.9.
| Metric | Value |
|---|---|
| Female | 68.7% |
| Male | 31.3% |
| Average age | 41.9 |
| Estimated audience size | 3,952,506 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 9% | |
| 20-29 | 22% | |
| 30-39 | 24% | |
| 40-49 | 21% | |
| 50+ | 24% |
Where the Smyths Toys audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Northern Ireland | ~200K | 1.56× | |
| 02 | Yorkshire and the Humber | ~400K | 1.40× | |
| 03 | West Midlands | ~200K | 1.39× | |
| 04 | North East | ~200K | 1.22× | |
| 05 | East of England | ~300K | 1.03× | |
| 06 | Wales | ~200K | 1.00× | |
| 07 | East Midlands | ~200K | 0.96× | |
| 08 | Scotland | ~300K | 0.85× | |
| 09 | South West | ~200K | 0.78× | |
| 10 | South East | ~300K | 0.75× | |
| 11 | England | ~2M | 0.59× | |
| 12 | North West | ~200K | 0.48× |
The strongest cross-interests of the Smyths Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Playmobil | Kids & Family | 9.38× | ||
| 02 | Nick Jr. | Movies & TV | 5.25× | ||
| 03 | Esso | Cars & Mobility | 4.17× | ||
| 04 | PAW Patrol | Movies & TV | 3.94× | ||
| 05 | Baby food | Kids & Family | 3.03× | ||
| 06 | CBeebies | Movies & TV | 2.86× | ||
| 07 | Child care | Kids & Family | 2.75× | ||
| 08 | Adoption | Kids & Family | 2.44× | ||
| 09 | Lego | Kids & Family | 2.34× | ||
| 10 | Mother's Day | Kids & Family | 2.21× | ||
| 11 | Mumsnet | Kids & Family | 2.14× | ||
| 12 | Zoo | Kids & Family | 1.90× | ||
| 13 | Aldi | Shopping | 1.85× | ||
| 14 | Toys | Games | 1.84× | ||
| 15 | Children's clothing | Fashion & Accessoires | 1.80× | ||
| 16 | Lidl | Shopping | 1.67× | ||
| 17 | William Hill (bookmaker) | Games | 1.65× | ||
| 18 | Wikipedia | Internet & Social Media | 1.64× | ||
| 19 | Hobby | Home & Garden | 1.63× | ||
| 20 | EBay | Shopping | 1.62× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Family Orientation | CONSERVATISM | 1.49× | |
| Quality Awareness | PREMIUM | 1.35× | |
| Convenience Orientation | PREMIUM | 1.31× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 0.85× | |
| Spirituality | BALANCE | 0.91× | |
| Pet Ownership | JOY | 0.95× |
Smyths Toys's target market in United Kingdom covers an estimated 3,952,506 people, concentrated in England and Yorkshire and the Humber.
68.7% of the Smyths Toys audience are female, 31.3% are male, with an average age of 41.9 years.
Smyths Toys fans show strongest brand affinity for Esso (4.17×), Aldi (1.85×), and Toys (1.84×) over the country average.
Smyths Toys fans in United Kingdom are most concentrated in England (reach ~2M), Yorkshire and the Humber (reach ~400K), and South East (reach ~300K). These three regions account for the largest share of the active audience.
Beyond Smyths Toys itself, the audience over-indexes on Aldi (1.85×), Toys (1.84×), Child care (2.75×), and Lego (2.34×) compared to the United Kingdom average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in United Kingdom who actively search for Smyths 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.
This audience profile is generated by Rascasse from anonymized search-behavior signals across United Kingdom. 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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