Rascasse Audience Intelligence

G.I. Joe Target Market in United States

A data profile of the people who buy, follow and care about G.I. Joe in United States — modelled from more than twelve digital signal sources. G.I. Joe has an estimated audience of 1,643,869 people in United States.

#1715among Brand in United States#345in Kids & Family

The average G.I. Joe fan in United States is 35.0 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Barbie, Godzilla, Peacemaker, with strongest over-indexing on Barbie (6.06× the country average).

Demographically, the G.I. Joe audience skews more male with an average age of 35.0, and over-indexes on personality traits such as Extroversion, Early Adopter Mentality.

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

The typical G.I. Joe fan in United States is more male, around 35.0 years old, with strong Extroversion tendencies and a notable affinity for Barbie.

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 G.I. Joe profile in United States.

Audience size
1.6M
in United States
Gender
33.4%♀
66.6% male
Age
35.0
average years
Country rank
#16565
Brand in United States
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of G.I. Joe

33.4% are female, 66.6% are male, average age 35.0.

Fig. 02

Gender split

33.4%
Female
66.6%
Male
Demographic split for G.I. Joe audience in United States
MetricValue
Female33.4%
Male66.6%
Average age35.0
Estimated audience size1,643,869
Fig. 03

Age distribution

Ø 35.0
average years
Age distribution of the G.I. Joe audience in United States
Age bracketShare%
16-1926%
20-2924%
30-3923%
40-4919%
50+8%
Fig. 04

Worldwide distribution

43.0%

of the worldwide G.I. Joe audience comes from United States.

Worldwide audience distribution share by country for G.I. Joe
CountryShare
United States43.0%
United Kingdom7.0%
Canada4.5%
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 G.I. Joe audience in United States is strongest.

Fig. 05

Top regions by affinity

G.I. Joe customers by region in United States
#RegionReachAffinity×
01Indiana~40K1.27×
02Texas~200K1.16×
03Alaska~4K1.15×
04California~200K1.14×
05Oklahoma~20K1.14×
06Virginia~50K1.12×
07Louisiana~20K1.12×
08Hawaii~8K1.12×
09Kentucky~20K1.10×
10Arkansas~10K1.10×
11New Mexico~9K1.10×
12Arizona~40K1.08×
13Kansas~10K1.08×
14Georgia~50K1.07×
15North Carolina~50K1.07×
16Utah~20K1.06×
17Mississippi~10K1.06×
18Idaho~9K1.06×
19West Virginia~8K1.06×
20Tennessee~30K1.04×
21Nebraska~9K1.03×
22Alabama~20K1.02×
23South Carolina~30K1.01×
24North Dakota~3K1.01×
25Florida~100K1.00×
26Oregon~20K1.00×
27Nevada~20K1.00×
28Rhode Island~5K1.00×
29Washington~30K0.99×
30Missouri~30K0.99×
31Ohio~50K0.98×
32Iowa~10K0.98×
33Illinois~50K0.97×
34Maryland~30K0.96×
35Montana~4K0.96×
36South Dakota~4K0.95×
37Michigan~40K0.93×
38Colorado~20K0.93×
39New York~80K0.91×
40Pennsylvania~50K0.91×
41New Jersey~40K0.91×
42Connecticut~20K0.91×
43Delaware~4K0.90×
44Wisconsin~20K0.86×
45Minnesota~20K0.86×
46New Hampshire~6K0.86×
47Maine~5K0.86×
48Massachusetts~30K0.83×
49Vermont~2K0.82×
50Washington, District of Columbia~4K0.77×
Fig. 06

Affinity by region

Affinity by region — G.I. Joe, United States
0.77×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the G.I. Joe audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for G.I. Joe audience
#·InterestCategoryAffinity×
01Power Rangers (film)Movies & TV10.67×
02Transformers (toy line)Kids & Family7.52×
03Legends (comics)Literature6.84×
04Transformers (comics)Literature6.83×
05BarbieMovies & TV6.06×
06GodzillaMovies & TV4.70×
07Superman (TV series)Movies & TV4.01×
08SuperheroMovies & TV3.65×
09Superhero filmMovies & TV3.60×
10Character (arts)Arts & Culture3.47×
11PeacemakerMovies & TV2.91×
12GameStopGames2.87×
13Adventure filmMovies & TV2.85×
14Fantasy filmMovies & TV2.73×
15Limited liability companyBusiness & Career2.66×
16ToysGames2.52×
17PlasticHome & Garden2.25×
18SupermanMovies & TV2.15×
19ChristmasKids & Family1.84×
20Social mediaBusiness & Career1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the G.I. Joe 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 G.I. Joe audience · What stands out
TraitClusterDeviationScore
ExtroversionTHRILL1.20×
Early Adopter MentalityPOWER1.19×
PatriotismCONSERVATISM1.19×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by G.I. Joe audience · Rather not
TraitClusterDeviationScore
Quality AwarenessPREMIUM0.70×
TravellingTHRILL0.75×
Design AffinityPREMIUM0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is G.I. Joe's target market in United States?

G.I. Joe's target market in United States covers an estimated 1,643,869 people, concentrated in California and Texas.

02

What is the gender split and age of G.I. Joe customers?

33.4% of the G.I. Joe audience are female, 66.6% are male, with an average age of 35.0 years.

03

Which brands do G.I. Joe fans like most?

G.I. Joe fans show strongest brand affinity for Barbie (6.06×), Godzilla (4.7×), and Peacemaker (2.91×) over the country average.

04

Where do G.I. Joe fans live in United States?

G.I. Joe fans in United States are most concentrated in California (reach ~200K), Texas (reach ~200K), and Florida (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do G.I. Joe fans also like?

Beyond G.I. Joe itself, the audience over-indexes on Godzilla (4.7×), Peacemaker (2.91×), Superman (2.15×), and Toys (2.52×) 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 G.I. Joe audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for G.I. Joe. 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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