Barbie Audience in United States
Barbie has an estimated audience of 8,354,313 people in United States. 74.3% are female, 25.7% are male, average age 32.3. Top regions: California, Texas, Florida. Top brand affinities: Food and drink, Barbie, Beauty, United States, Food.
The average Barbie fan in United States is 32.3 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Food and drink, Barbie, Beauty, with strongest over-indexing on Food and drink (1.7× the country average). Demographically, the Barbie audience skews more female with an average age of 32.3, and over-indexes on personality traits such as Luxury Orientation, Extroversion. 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 · Subtype: Toys
Demographics of Barbie fans
| Metric | Value |
|---|---|
| Female | 74.3% |
| Male | 25.7% |
| Average age | 32.3 |
| Estimated audience size | 8,354,313 |
Audience persona
The typical Barbie fan in United States is more female, around 32.3 years old, with strong Luxury Orientation tendencies and a notable affinity for Food and drink.
Top regions in United States
| Region | Reach | Affinity |
|---|---|---|
| California | 1,054,999 | 1.15× |
| Texas | 933,221 | 1.3× |
| Florida | 622,225 | 1.1× |
| New York | 483,213 | 1.04× |
| Illinois | 303,739 | 1.09× |
| Georgia | 291,879 | 1.13× |
| Pennsylvania | 282,188 | 1× |
| Ohio | 273,069 | 1.06× |
| North Carolina | 268,499 | 1.07× |
| Michigan | 228,978 | 1.05× |
| Arizona | 220,730 | 1.29× |
| New Jersey | 216,456 | 1.02× |
| Virginia | 205,475 | 1.01× |
| Tennessee | 178,508 | 1.07× |
| Indiana | 171,191 | 1.12× |
| Washington | 160,026 | 0.95× |
| Massachusetts | 155,411 | 0.94× |
| Alabama | 154,037 | 1.32× |
| Maryland | 148,468 | 1.03× |
| Missouri | 142,581 | 1.06× |
| South Carolina | 133,519 | 1.06× |
| Wisconsin | 123,242 | 0.98× |
| Louisiana | 122,675 | 1.14× |
| Colorado | 121,384 | 0.92× |
| Minnesota | 112,327 | 0.94× |
| Kentucky | 109,391 | 1.04× |
| Oklahoma | 104,041 | 1.12× |
| Nevada | 102,714 | 1.27× |
| Oregon | 86,323 | 0.9× |
| Utah | 84,935 | 1.14× |
| Connecticut | 79,644 | 0.95× |
| Mississippi | 76,032 | 1.1× |
| Arkansas | 74,162 | 1.08× |
| Iowa | 70,471 | 1.02× |
| Kansas | 63,762 | 0.97× |
| Nebraska | 41,255 | 0.98× |
| New Mexico | 40,397 | 0.96× |
| West Virginia | 40,312 | 1.04× |
| Idaho | 38,336 | 0.92× |
| Hawaii | 29,580 | 0.82× |
| New Hampshire | 25,378 | 0.77× |
| Maine | 22,003 | 0.74× |
| Rhode Island | 21,800 | 0.82× |
| Delaware | 19,972 | 0.87× |
| Montana | 18,021 | 0.78× |
| Washington, District of Columbia | 17,950 | 0.71× |
| Alaska | 17,946 | 1× |
| South Dakota | 16,342 | 0.85× |
| North Dakota | 16,274 | 0.95× |
| Vermont | 10,049 | 0.69× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Food and drink | 1.7× | Food & Beverages |
| Barbie | 4.34× | Movies & TV |
| Beauty | 1.64× | Beauty & Wellness |
| United States | 1.71× | Travel & Leisure |
| Food | 1.53× | Food & Beverages |
| Beverages | 1.62× | Food & Beverages |
| Child | 1.65× | Kids & Family |
| Cuisine | 1.69× | Food & Beverages |
| Video games | 1.6× | Games |
| Motherhood | 1.7× | Kids & Family |
| Shoes | 1.56× | Fashion & Accessoires |
| Woman | 1.63× | Kids & Family |
| Hobby Lobby | 1.98× | Home & Garden |
| Dollar Tree | 2.04× | Shopping |
| Doll | 3.15× | Kids & Family |
| Dollar General | 1.85× | Shopping |
| Mexico | 2.11× | Travel & Leisure |
| Books | 1.53× | Literature |
| Harry Potter | 1.63× | Movies & TV |
| Florida | 1.64× | Travel & Leisure |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Luxury Orientation | PREMIUM | 2.93 |
| Extroversion | THRILL | 1.39 |
| Risk Appetite | THRILL | 1.22 |
| Creativity | OPEN | 1.17 |
| Mindfulness | BALANCE | 1.16 |
| Social Media Usage | JOY | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 22.7% |
| Brazil | 10.1% |
| Germany | 5.2% |
See Barbie audiences in other countries
More Toys audiences in United States
- Lego (20,888,627)
- Labubu (13,907,235)
- Disney Princess (11,221,142)
- Hello Kitty (9,727,300)
- Hasbro (5,563,902)
Frequently asked questions
How many fans does Barbie have in United States?
Barbie has an estimated audience of 8,354,313 people in United States, concentrated in California and Texas.
What is the gender split and age of Barbie fans?
74.3% of Barbie fans are female, 25.7% are male, with an average age of 32.3 years.
Which brands do Barbie fans like most?
Barbie fans show strongest brand affinity for Food and drink (1.7×), Barbie (4.34×), and Beauty (1.64×) over the country average.
Where do Barbie fans live in United States?
Barbie fans in United States are most concentrated in California (reach 1,054,999), Texas (reach 933,221), and Florida (reach 622,225). These three regions account for the largest share of the active audience.
What other brands do Barbie fans also like?
Beyond Barbie itself, the audience over-indexes on Barbie (4.34×), Beauty (1.64×), United States (1.71×), and Food (1.53×) 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 Barbie. 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.