Rascasse Audience Intelligence

Hasbro Target Market in United States

A data profile of the people who buy, follow and care about Hasbro in United States — modelled from more than twelve digital signal sources. Hasbro has an estimated audience of 5,572,592 people in United States.

#5among Toys in United States#626among Brand in United States#177in Kids & Family

The average Hasbro fan in United States is 31.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Superman, Godzilla, Lego, with strongest over-indexing on Superman (2.32× the country average).

Demographically, the Hasbro audience skews more female with an average age of 31.5, and over-indexes on personality traits such as Family Orientation, Convenience Orientation.

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

The typical Hasbro fan in United States is more female, around 31.5 years old, with strong Family Orientation tendencies and a notable affinity for Superman.

Category: Kids & Family · Type: Brand · Subtype: Toys

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 Hasbro profile in United States.

Audience size
5.6M
in United States
Gender
57.2%♀
42.8% male
Age
31.5
average years
Country rank
#6086
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 Hasbro

57.2% are female, 42.8% are male, average age 31.5.

Fig. 02

Gender split

57.2%
Female
42.8%
Male
Demographic split for Hasbro audience in United States
MetricValue
Female57.2%
Male42.8%
Average age31.5
Estimated audience size5,572,592
Fig. 03

Age distribution

Ø 31.5
average years
Age distribution of the Hasbro audience in United States
Age bracketShare%
16-1940%
20-2923%
30-3917%
40-4912%
50+8%
Fig. 04

Worldwide distribution

54.0%

of the worldwide Hasbro audience comes from United States.

Worldwide audience distribution share by country for Hasbro
CountryShare
United States54.0%
Germany9.1%
Brazil8.6%
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 Hasbro audience in United States is strongest.

Fig. 05

Top regions by affinity

Hasbro customers by region in United States
#RegionReachAffinity×
01Rhode Island~100K7.46×
02Massachusetts~200K2.12×
03New Hampshire~30K1.16×
04Connecticut~60K1.14×
05Washington~100K1.10×
06Maine~20K1.08×
07California~600K1.03×
08New York~300K0.95×
09West Virginia~20K0.94×
10Indiana~90K0.93×
11Kentucky~60K0.92×
12Arkansas~40K0.92×
13New Jersey~100K0.90×
14Pennsylvania~200K0.89×
15Oregon~60K0.89×
16Kansas~40K0.89×
17Texas~400K0.88×
18Illinois~200K0.88×
19Oklahoma~50K0.88×
20Nevada~50K0.88×
21Utah~40K0.88×
22New Mexico~20K0.88×
23Ohio~100K0.86×
24Vermont~8K0.86×
25Virginia~100K0.85×
26Arizona~100K0.85×
27Wisconsin~70K0.85×
28Iowa~40K0.85×
29Missouri~80K0.84×
30Alaska~10K0.84×
31Maryland~80K0.83×
32Delaware~10K0.83×
33Georgia~100K0.82×
34Idaho~20K0.82×
35Tennessee~90K0.81×
36Florida~300K0.80×
37Michigan~100K0.80×
38Nebraska~20K0.80×
39North Dakota~9K0.80×
40North Carolina~100K0.79×
41Colorado~70K0.79×
42Alabama~60K0.78×
43Washington, District of Columbia~10K0.78×
44Minnesota~60K0.77×
45South Dakota~10K0.77×
46South Carolina~60K0.76×
47Montana~10K0.76×
48Hawaii~20K0.74×
49Louisiana~50K0.71×
50Mississippi~30K0.70×
Fig. 06

Affinity by region

Affinity by region — Hasbro, United States
0.70×1.00×7.46×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hasbro audience
#·InterestCategoryAffinity×
01Transformers (comics)Literature7.02×
02Transformers (toy line)Kids & Family6.52×
03MattelKids & Family6.04×
04My Little PonyKids & Family5.62×
05PAW PatrolMovies & TV4.16×
06LegoKids & Family3.34×
07GodzillaMovies & TV3.00×
08Action figureKids & Family2.90×
09NerdTechnology & Electronics2.51×
10SupermanMovies & TV2.32×
11Five BelowShopping2.21×
12ChildbirthKids & Family1.97×
13Character (arts)Arts & Culture1.94×
14PregnancyKids & Family1.87×
15OffspringHome & Garden1.86×
16Play (activity)Travel & Leisure1.80×
17TeacherBusiness & Career1.57×
18MarshallsFashion & Accessoires1.56×
19InfantKids & Family1.54×
20Hobby LobbyHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hasbro 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 Hasbro audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.36×
Convenience OrientationPREMIUM1.26×
ExtroversionTHRILL1.21×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hasbro audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.89×
SustainabilityBALANCE0.94×
MindfulnessBALANCE0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hasbro's target market in United States?

Hasbro's target market in United States covers an estimated 5,572,592 people, concentrated in California and Texas.

02

What is the gender split and age of Hasbro customers?

57.2% of the Hasbro audience are female, 42.8% are male, with an average age of 31.5 years.

03

Which brands do Hasbro fans like most?

Hasbro fans show strongest brand affinity for Superman (2.32×), Godzilla (3×), and Lego (3.34×) over the country average.

04

Where do Hasbro fans live in United States?

Hasbro fans in United States are most concentrated in California (reach ~600K), Texas (reach ~400K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Hasbro fans also like?

Beyond Hasbro itself, the audience over-indexes on Godzilla (3×), Lego (3.34×), Transformers (comics) (7.02×), and Mattel (6.04×) compared to the United States average.

Appendix

Explore more audiences

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

More Toys audiences in United States

See Hasbro audiences in other countries

How to read this data

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

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →