How to read this list
Rank
Position in the Top 60, sorted by audience size from largest to smallest. Updated weekly.
Audience size
Estimated number of unique people in Sweden who actively engage with this audience, derived from anonymized search-behavior signals.
Country share
Share of the global audience that is active in Sweden. A higher value means the audience is more locally concentrated here.
Avg age
Average age in years across the people who engage with this audience in Sweden, derived from anonymized search-behavior signals. A dash means demographic data is not yet available.
Female share
Share of women among the people who engage with this audience in Sweden. 50% is gender-balanced; values above mean female-skewed, below mean male-skewed.
Ranking
| Rank | Audience | Audience size | Country share | Avg age | Female share | Subtype |
|---|---|---|---|---|---|---|
| 1 | LLego | 938k | 0.8% | 40.7 | 64.8% | Toys |
| 2 | SSquishmallows | 324k | 3.0% | 41.6 | 63.0% | Toys |
| 3 | LLabubu | 240k | 1.0% | 35.5 | 56.3% | Toys |
| 4 | DDisney Princess | 219k | 0.7% | 37.5 | 70.5% | Toys |
| 5 | BBarbie | 210k | 0.6% | 36.7 | 71.8% | Toys |
| 6 | HHello Kitty | 139k | 0.4% | 29.5 | 63.6% | Toys |
| 7 | HHot Wheels | 89k | 0.4% | 40.6 | 41.2% | Toys |
| 8 | PPlaymobil | 85k | 0.8% | 43.3 | 67.4% | Toys |
| 9 | MMattel | 83k | 0.5% | 37.4 | 69.3% | Toys |
| 10 | LLego Duplo | 79k | 1.4% | 43.2 | 68.2% | Toys |
| 11 | LLego Star Wars | 78k | 1.0% | 33.2 | 46.0% | Toys |
| 12 | PPlay-Doh | 59k | 0.7% | 36.3 | 80.1% | Toys |
| 13 | LLego Technic | 55k | 1.0% | 32.1 | 58.9% | Toys |
| 14 | RRavensburger | 53k | 1.7% | 44.9 | 65.7% | Toys |
| 15 | LLego Minecraft | 51k | 1.1% | 41.9 | 37.9% | Toys |
| 16 | LLego Friends | 49k | 1.8% | 36.0 | 54.6% | Toys |
| 17 | LLego Ninjago | 47k | 1.0% | 33.5 | 43.3% | Toys |
| 18 | SSchleich | 45k | 1.6% | 37.2 | 74.5% | Toys |
| 19 | LLego City | 42k | 1.0% | 38.2 | 55.4% | Toys |
| 20 | NNerf | 38k | 0.7% | 39.5 | 74.5% | Toys |
| 21 | LLego Batman | 34k | 0.6% | 38.6 | 53.0% | Toys |
| 22 | LLego Marvel Super Heroes | 30k | 0.8% | 39.8 | 52.9% | Toys |
| 23 | LLego Pirates | 21k | 3.6% | 39.5 | 60.5% | Toys |
| 24 | MMärklin | 20k | 2.4% | 44.6 | 23.0% | Toys |
| 25 | LLego Mindstorms | 17k | 0.8% | 39.2 | 62.0% | Toys |
Want the full picture for any of these audiences?
Open any profile to see psychographics, top regions, peer affinities and demographic splits — all derived from the same anonymized signals.
Frequently asked questions
How is this list of the most popular toys compiled?
Rascasse aggregates anonymized search-behavior signals across Sweden and ranks each toys by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest toys in Sweden?
Lego currently leads with an estimated audience of 938k people in Sweden.