Rascasse Audience Intelligence

American Girl Target Market in United States

A data profile of the people who buy, follow and care about American Girl in United States — modelled from more than twelve digital signal sources. American Girl has an estimated audience of 1,720,990 people in United States.

#1648among Brand in United States#332in Kids & Family

The average American Girl fan in United States is 41.2 years old, more female, and lives primarily in New York.

The audience is concentrated in New York, California, Texas.

Top brand affinities include CitizenM, Mattel, Baby Alive, with strongest over-indexing on CitizenM (68.4× the country average).

Demographically, the American Girl audience skews more female with an average age of 41.2, and over-indexes on personality traits such as Indulgence, Price Sensitivity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

The typical American Girl fan in United States is more female, around 41.2 years old, with strong Indulgence tendencies and a notable affinity for CitizenM.

Category: Kids & Family · Type: Brand

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the American Girl profile in United States.

Audience size
1.7M
in United States
Gender
82.1%♀
17.9% male
Age
41.2
average years
Country rank
#15997
Brand in United States
Fig. 01

Search interest · 12-month trend

+27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of American Girl

82.1% are female, 17.9% are male, average age 41.2.

Fig. 02

Gender split

82.1%
Female
17.9%
Male
Demographic split for American Girl audience in United States
MetricValue
Female82.1%
Male17.9%
Average age41.2
Estimated audience size1,720,990
Fig. 03

Age distribution

Ø 41.2
average years
Age distribution of the American Girl audience in United States
Age bracketShare%
16-1910%
20-2920%
30-3927%
40-4921%
50+21%
Fig. 04

Worldwide distribution

70.2%

of the worldwide American Girl audience comes from United States.

Worldwide audience distribution share by country for American Girl
CountryShare
United States70.2%
India4.8%
France3.0%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the American Girl audience in United States is strongest.

Fig. 05

Top regions by affinity

American Girl customers by region in United States
#RegionReachAffinity×
01Illinois~90K1.65×
02New York~200K1.63×
03Virginia~60K1.58×
04Wisconsin~40K1.52×
05West Virginia~10K1.38×
06Tennessee~50K1.36×
07Indiana~40K1.36×
08Kentucky~30K1.35×
09Connecticut~20K1.26×
10Michigan~50K1.21×
11New Jersey~50K1.21×
12Ohio~60K1.19×
13Maryland~30K1.18×
14Vermont~3K1.17×
15Alabama~30K1.14×
16Maine~7K1.13×
17Pennsylvania~60K1.11×
18New Hampshire~7K1.07×
19Massachusetts~40K1.06×
20Iowa~10K1.06×
21North Carolina~50K1.05×
22Washington, District of Columbia~5K1.05×
23Delaware~5K1.03×
24South Carolina~30K1.02×
25Rhode Island~5K0.99×
26Missouri~30K0.98×
27Minnesota~20K0.97×
28Kansas~10K0.92×
29North Dakota~3K0.92×
30Florida~100K0.90×
31Arkansas~10K0.90×
32Idaho~7K0.89×
33Nebraska~7K0.89×
34Oklahoma~20K0.87×
35Montana~4K0.87×
36Georgia~40K0.86×
37Texas~100K0.84×
38Mississippi~10K0.84×
39Utah~10K0.83×
40Louisiana~20K0.79×
41Alaska~3K0.79×
42Washington~30K0.77×
43South Dakota~3K0.76×
44California~100K0.74×
45Colorado~20K0.74×
46Oregon~10K0.69×
47Arizona~20K0.61×
48New Mexico~5K0.58×
49Nevada~9K0.53×
50Hawaii~4K0.49×
Fig. 06

Affinity by region

Affinity by region — American Girl, United States
0.49×1.00×1.65×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the American Girl audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for American Girl audience
#·InterestCategoryAffinity×
01CitizenMTravel & Leisure68.40×
02Baby AliveKids & Family42.28×
03FurbyKids & Family18.70×
04MattelKids & Family13.43×
05Polly PocketKids & Family12.52×
06Build-A-Bear WorkshopKids & Family12.16×
07Joey KingMovies & TV6.30×
08Ski resortTravel & Leisure4.23×
09NASDAQBusiness & Career3.83×
10Children's clothingFashion & Accessoires3.55×
11Staples (Canada)Business & Career2.99×
12Baby foodKids & Family2.85×
13Scooby-DooMovies & TV2.65×
14Five BelowShopping2.15×
15IKEAHome & Garden2.13×
16Discount storesShopping2.13×
17EtsyFashion & Accessoires1.84×
18Trader Joe'sShopping1.70×
19MSNNews1.67×
20Target CorporationShopping1.64×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the American Girl audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by American Girl audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.87×
Price SensitivityPREMIUM1.61×
Family OrientationCONSERVATISM1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by American Girl audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.81×
Early Adopter MentalityPOWER0.82×
PatriotismCONSERVATISM0.88×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is American Girl's target market in United States?

American Girl's target market in United States covers an estimated 1,720,990 people, concentrated in New York and California.

02

What is the gender split and age of American Girl customers?

82.1% of the American Girl audience are female, 17.9% are male, with an average age of 41.2 years.

03

Which brands do American Girl fans like most?

American Girl fans show strongest brand affinity for CitizenM (68.4×), Mattel (13.43×), and Baby Alive (42.28×) over the country average.

04

Where do American Girl fans live in United States?

American Girl fans in United States are most concentrated in New York (reach ~200K), California (reach ~100K), and Texas (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do American Girl fans also like?

Beyond American Girl itself, the audience over-indexes on Mattel (13.43×), Baby Alive (42.28×), Build-A-Bear Workshop (12.16×), and NASDAQ (3.83×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Kids & Family audiences in United States

See American Girl audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for American Girl. 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.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. 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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