A data profile of the people who buy, follow and care about Toys in United Kingdom — modelled from more than twelve digital signal sources. Toys has an estimated audience of 16,753,961 people in United Kingdom.
The average Toys fan in United Kingdom is 44.4 years old, more female, and lives primarily in England.
The audience is concentrated in England, North West, South East.
Top brand affinities include Infant clothing, Toddler, Children's clothing, with strongest over-indexing on Infant clothing (2.29× the country average).
Demographically, the Toys audience skews more female with an average age of 44.4, and over-indexes on personality traits such as Creativity, Family Orientation.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.
The typical Toys fan in United Kingdom is more female, around 44.4 years old, with strong Creativity tendencies and a notable affinity for Infant clothing.
The key figures that characterise the Toys profile in United Kingdom.
66.3% are female, 33.7% are male, average age 44.4.
| Metric | Value |
|---|---|
| Female | 66.3% |
| Male | 33.7% |
| Average age | 44.4 |
| Estimated audience size | 16,753,961 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 17% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 33% |
of the worldwide Toys audience comes from United Kingdom.
| Country | Share |
|---|---|
| United States | 19.9% |
| United Kingdom | 4.8% |
| Brazil | 4.2% |
Where the Toys audience in United Kingdom is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | England | ~13M | 1.78× | |
| 02 | North West | ~2.5M | 1.33× | |
| 03 | East Midlands | ~1.5M | 1.17× | |
| 04 | East of England | ~1.5M | 1.03× | |
| 05 | South West | ~1.5M | 0.97× | |
| 06 | South East | ~2M | 0.96× | |
| 07 | North East | ~600K | 0.96× | |
| 08 | Greater London | ~2M | 0.91× | |
| 09 | West Midlands | ~600K | 0.84× | |
| 10 | Yorkshire and the Humber | ~1M | 0.82× | |
| 11 | Scotland | ~1M | 0.76× | |
| 12 | Northern Ireland | ~400K | 0.76× | |
| 13 | Wales | ~700K | 0.72× |
The strongest cross-interests of the Toys audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Cloth diaper | Kids & Family | 2.83× | ||
| 02 | Diaper bag | Kids & Family | 2.71× | ||
| 03 | Child safety seat | Kids & Family | 2.53× | ||
| 04 | Baby food | Kids & Family | 2.50× | ||
| 05 | Babywearing | Kids & Family | 2.48× | ||
| 06 | Baby powder | Kids & Family | 2.39× | ||
| 07 | Infant clothing | Kids & Family | 2.29× | ||
| 08 | Infant bodysuit | Kids & Family | 2.23× | ||
| 09 | Infant bed | Home & Garden | 2.22× | ||
| 10 | Pre-kindergarten | Kids & Family | 2.21× | ||
| 11 | Child development | Business & Career | 2.09× | ||
| 12 | Mothercare | Kids & Family | 2.02× | ||
| 13 | Toddler | Kids & Family | 1.90× | ||
| 14 | Kindergarten | Kids & Family | 1.86× | ||
| 15 | Breastfeeding | Kids & Family | 1.86× | ||
| 16 | Smyths Toys | Kids & Family | 1.84× | ||
| 17 | Children's clothing | Fashion & Accessoires | 1.80× | ||
| 18 | American English | Business & Career | 1.53× | ||
| 19 | Shampoo | Beauty & Wellness | 1.53× | ||
| 20 | Primary education | Kids & Family | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Creativity | OPEN | 1.16× | |
| Family Orientation | CONSERVATISM | 1.13× | |
| Quality Awareness | PREMIUM | 1.13× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.73× | |
| Mindfulness | BALANCE | 0.74× | |
| Career Orientation | POWER | 0.79× |
Toys has an estimated audience of 16,753,961 people in United Kingdom, concentrated in England and North West.
66.3% of Toys fans are female, 33.7% are male, with an average age of 44.4 years.
Toys fans show strongest brand affinity for Infant clothing (2.29×), Toddler (1.9×), and Children's clothing (1.8×) over the country average.
Toys fans in United Kingdom are most concentrated in England (reach ~13M), North West (reach ~2.5M), and South East (reach ~2M). These three regions account for the largest share of the active audience.
Beyond Toys itself, the audience over-indexes on Toddler (1.9×), Children's clothing (1.8×), Baby food (2.5×), and Diaper bag (2.71×) 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 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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