American Girl Audience in United States

American Girl logo

American Girl has an estimated audience of 1,678,069 people in United States. 82.1% are female, 17.9% are male, average age 41.2. Top regions: New York, California, Texas. Top brand affinities: UK garage, Saving, Bank account, Staycation, Eli Lilly.

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 UK garage, Saving, Bank account, with strongest over-indexing on UK garage (6.34× 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 Price Sensitivity, Indulgence. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Kids & Family · Type: Brand

Demographics of American Girl fans

Demographic split for American Girl audience in United States
MetricValue
Female82.1%
Male17.9%
Average age41.2
Estimated audience size1,678,069

Audience persona

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

Top regions in United States

Top regions ranked by reach for American Girl in United States
RegionReachAffinity
New York153,6671.64×
California143,2680.78×
Texas126,3560.88×
Florida105,3700.93×
Illinois90,4171.62×
Pennsylvania65,2751.16×
Ohio63,3741.23×
North Carolina60,4301.2×
Virginia59,8651.46×
Michigan54,6561.25×
New Jersey54,1901.27×
Tennessee45,7151.36×
Georgia45,6500.88×
Indiana42,3941.38×
Wisconsin38,8751.54×
Massachusetts35,8601.08×
Maryland33,1711.15×
Kentucky28,4661.35×
Alabama27,4371.17×
Washington27,2550.81×
South Carolina27,0561.07×
Missouri26,4680.98×
Minnesota23,7140.99×
Connecticut21,6731.29×
Arizona21,2840.62×
Colorado21,1480.8×
Louisiana17,7860.82×
Oklahoma15,6390.84×
Iowa14,4401.04×
Oregon13,7610.72×
Utah12,4900.83×
Kansas12,3710.94×
Arkansas12,0940.87×
Mississippi11,1160.8×
West Virginia10,6911.37×
Nevada8,4230.52×
Nebraska7,4140.88×
New Hampshire6,9951.06×
Idaho6,9580.83×
Maine6,2881.05×
Rhode Island5,0130.94×
Washington, District of Columbia4,8590.96×
New Mexico4,3840.52×
Delaware4,3560.94×
Montana3,8500.83×
Vermont3,4541.17×
Hawaii3,0820.43×
South Dakota2,8400.73×
North Dakota2,7550.8×
Alaska2,3940.67×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for American Girl audience
BrandAffinityCategory
UK garage6.34×Music & Radio
Saving3.31×Business & Career
Bank account1.88×Business & Career
Staycation2.19×Home & Garden
Eli Lilly4.74×Health
Celtic mythology6.11×Arts & Culture
Home staging3.19×Home & Garden
Iron Man (film)2.74×Movies & TV
Jeep Wagoneer3.22×Cars & Mobility
Mothercare1.69×Kids & Family
Electrolyte2.38×Health
Iowa Lottery5.27×Games
Ludo (board game)5.49×Games
Janitor3.07×Home & Garden
Jock Stein68.21×Sports
Corona (band)2.59×Music & Radio
Monogram1.56×Home & Garden
Hocus Pocus1.87×Movies & TV
Necktie1.96×Fashion & Accessoires
Strategic human resource planning3.43×Business & Career

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by American Girl audience
TraitClusterScore
Price SensitivityPREMIUM1.53
IndulgenceJOY1.49
Family OrientationCONSERVATISM1.48
CreativityOPEN1.39
ExtroversionTHRILL1.37
Pet OwnershipJOY1.33

Worldwide distribution

Worldwide audience distribution share by country for American Girl
CountryShare
United States70.3%
India5.1%
France3.2%

See American Girl audiences in other countries

More Kids & Family audiences in United States

Frequently asked questions

How many fans does American Girl have in United States?

American Girl has an estimated audience of 1,678,069 people in United States, concentrated in New York and California.

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

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

Which brands do American Girl fans like most?

American Girl fans show strongest brand affinity for UK garage (6.34×), Saving (3.31×), and Bank account (1.88×) over the country average.

Where do American Girl fans live in United States?

American Girl fans in United States are most concentrated in New York (reach 153,667), California (reach 143,268), and Texas (reach 126,356). These three regions account for the largest share of the active audience.

What other brands do American Girl fans also like?

Beyond American Girl itself, the audience over-indexes on Saving (3.31×), Bank account (1.88×), Staycation (2.19×), and Eli Lilly (4.74×) compared to the United States average.

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.