A data profile of the people who buy, follow and care about Lego in Netherlands — modelled from more than twelve digital signal sources. Lego has an estimated audience of 2,250,962 people in Netherlands.
The average Lego fan in Netherlands is 40.2 years old, more female, and lives primarily in Zuid-Holland.
The audience is concentrated in Zuid-Holland, North Holland, North Brabant.
Top brand affinities include Legoland, HEMA, Construction set, with strongest over-indexing on Legoland (7.76× the country average).
Demographically, the Lego audience skews more female with an average age of 40.2, and over-indexes on personality traits such as Need for Security, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 12 regions tracked by Rascasse.
The typical Lego fan in Netherlands is more female, around 40.2 years old, with strong Need for Security tendencies and a notable affinity for Legoland.
The key figures that characterise the Lego profile in Netherlands.
66.6% are female, 33.4% are male, average age 40.2.
| Metric | Value |
|---|---|
| Female | 66.6% |
| Male | 33.4% |
| Average age | 40.2 |
| Estimated audience size | 2,250,962 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 14% | |
| 20-29 | 22% | |
| 30-39 | 24% | |
| 40-49 | 20% | |
| 50+ | 21% |
of the worldwide Lego audience comes from Netherlands.
| Country | Share |
|---|---|
| United States | 18.5% |
| United Kingdom | 7.8% |
| Japan | 7.3% |
Where the Lego audience in Netherlands is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Gelderland | ~300K | 1.20× | |
| 02 | Zuid-Holland | ~600K | 1.12× | |
| 03 | Flevoland | ~70K | 1.11× | |
| 04 | North Brabant | ~400K | 1.07× | |
| 05 | Overijssel | ~200K | 1.03× | |
| 06 | Limburg | ~200K | 1.03× | |
| 07 | Drenthe | ~70K | 1.02× | |
| 08 | Friesland | ~80K | 0.96× | |
| 09 | North Holland | ~400K | 0.94× | |
| 10 | Zeeland | ~40K | 0.86× | |
| 11 | Utrecht | ~100K | 0.84× | |
| 12 | Groningen | ~60K | 0.82× |
The strongest cross-interests of the Lego audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lego Duplo | Kids & Family | 8.93× | ||
| 02 | Lego minifigure | Kids & Family | 8.73× | ||
| 03 | Lego Pirates | Kids & Family | 8.70× | ||
| 04 | Lego Star Wars | Kids & Family | 8.57× | ||
| 05 | Construction set | Kids & Family | 8.38× | ||
| 06 | Legoland | Travel & Leisure | 7.76× | ||
| 07 | Playmobil | Kids & Family | 5.67× | ||
| 08 | Efteling | Travel & Leisure | 2.84× | ||
| 09 | Primary education | Kids & Family | 2.46× | ||
| 10 | Scapino | Fashion & Accessoires | 2.12× | ||
| 11 | Center Parcs | Travel & Leisure | 2.03× | ||
| 12 | Nice | Travel & Leisure | 2.02× | ||
| 13 | Bruna (company) | Literature | 2.00× | ||
| 14 | C&A | Shopping | 1.88× | ||
| 15 | Toys | Games | 1.68× | ||
| 16 | HEMA | Shopping | 1.62× | ||
| 17 | Internet & Social Media | 1.62× | |||
| 18 | Etos | Health | 1.60× | ||
| 19 | Europe | Travel & Leisure | 1.59× | ||
| 20 | Hornbach | Shopping | 1.58× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Need for Security | CONSERVATISM | 1.65× | |
| Price Sensitivity | PREMIUM | 1.54× | |
| Design Affinity | PREMIUM | 1.22× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.71× | |
| Travelling | THRILL | 0.90× | |
| Early Adopter Mentality | POWER | 0.95× |
Lego's target market in Netherlands covers an estimated 2,250,962 people, concentrated in Zuid-Holland and North Holland.
66.6% of the Lego audience are female, 33.4% are male, with an average age of 40.2 years.
Lego fans show strongest brand affinity for Legoland (7.76×), HEMA (1.62×), and Construction set (8.38×) over the country average.
Lego fans in Netherlands are most concentrated in Zuid-Holland (reach ~600K), North Holland (reach ~400K), and North Brabant (reach ~400K). These three regions account for the largest share of the active audience.
Beyond Lego itself, the audience over-indexes on HEMA (1.62×), Construction set (8.38×), Hornbach (1.58×), and Efteling (2.84×) compared to the Netherlands average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Netherlands 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 Netherlands. 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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