Hot Wheels Audience in United States

Hot Wheels logo

Hot Wheels has an estimated audience of 3,190,585 people in United States. 33.6% are female, 66.4% are male, average age 37.8. Top regions: California, Texas, Florida. Top brand affinities: Educational toy, My Little Pony, Matchbox (brand), Superman, AutoZone.

The average Hot Wheels fan in United States is 37.8 years old, more male, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Educational toy, My Little Pony, Matchbox (brand), with strongest over-indexing on Educational toy (17.9× the country average). Demographically, the Hot Wheels audience skews more male with an average age of 37.8, and over-indexes on personality traits such as Quality Awareness, Early Adopter Mentality. 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 Hot Wheels fans

Demographic split for Hot Wheels audience in United States
MetricValue
Female33.6%
Male66.4%
Average age37.8
Estimated audience size3,190,585

Audience persona

The typical Hot Wheels fan in United States is more male, around 37.8 years old, with strong Quality Awareness tendencies and a notable affinity for Educational toy.

Top regions in United States

Top regions ranked by reach for Hot Wheels in United States
RegionReachAffinity
California511,8471.46×
Texas413,6031.51×
Florida245,4881.14×
New York171,2370.96×
Illinois128,3531.21×
Georgia113,8701.16×
Pennsylvania110,6891.03×
Ohio101,4361.03×
North Carolina98,0771.02×
New Jersey94,6211.17×
Michigan83,7751×
Arizona81,0841.24×
Virginia74,0940.95×
Washington71,6101.12×
Tennessee71,5721.12×
Indiana65,1791.12×
Massachusetts60,3090.96×
Colorado55,5061.1×
Maryland53,9570.98×
Missouri51,0750.99×
South Carolina50,3801.05×
Wisconsin46,5000.97×
Kentucky45,7801.14×
Alabama42,1120.94×
Oklahoma41,5891.17×
Louisiana40,1970.98×
Oregon39,8821.09×
Minnesota39,6630.87×
Nevada36,2991.18×
Utah36,1961.27×
Connecticut30,1850.94×
Kansas27,3081.09×
Iowa27,2091.04×
Arkansas25,5160.97×
Mississippi21,7010.83×
New Mexico20,0881.26×
Idaho18,1651.14×
Nebraska16,7931.05×
West Virginia13,1290.88×
Hawaii10,8840.79×
New Hampshire9,1410.73×
Rhode Island7,9650.78×
Maine7,9600.7×
Montana6,9390.78×
Delaware6,5700.75×
South Dakota6,4600.88×
Washington, District of Columbia5,8580.61×
North Dakota5,2490.8×
Alaska4,6450.68×
Wyoming3,5520.75×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Hot Wheels audience
BrandAffinityCategory
Educational toy17.9×Kids & Family
My Little Pony21.19×Kids & Family
Matchbox (brand)37.74×Kids & Family
Superman2.25×Movies & TV
AutoZone3.25×Cars & Mobility
Hot Toys16.84×Kids & Family
Toys "R" Us10.47×Shopping
Radio-controlled car9.76×Kids & Family
Infant clothing4.52×Kids & Family
Action figure4.83×Kids & Family
Discount Tire4.31×Shopping
Marvel Legends18.67×Movies & TV
Scooby-Doo3.62×Movies & TV
Hot rod5.38×Cars & Mobility
Model building12.16×Kids & Family
Jenga26.05×Games
Collectable3.79×Kids & Family
Scale model8.95×Kids & Family
Baby food4.68×Kids & Family
Infant bodysuit5.22×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Hot Wheels audience
TraitClusterScore
Quality AwarenessPREMIUM1.53
Early Adopter MentalityPOWER1.49
PatriotismCONSERVATISM1.42
ExtroversionTHRILL1.36
DIY MentalityTHRILL1.34
Sports ActivityPOWER1.26

Worldwide distribution

Worldwide audience distribution share by country for Hot Wheels
CountryShare
United States14.6%
Brazil10.3%
Mexico8.0%

See Hot Wheels audiences in other countries

More Toys audiences in United States

Frequently asked questions

How many fans does Hot Wheels have in United States?

Hot Wheels has an estimated audience of 3,190,585 people in United States, concentrated in California and Texas.

What is the gender split and age of Hot Wheels fans?

33.6% of Hot Wheels fans are female, 66.4% are male, with an average age of 37.8 years.

Which brands do Hot Wheels fans like most?

Hot Wheels fans show strongest brand affinity for Educational toy (17.9×), My Little Pony (21.19×), and Matchbox (brand) (37.74×) over the country average.

Where do Hot Wheels fans live in United States?

Hot Wheels fans in United States are most concentrated in California (reach 511,847), Texas (reach 413,603), and Florida (reach 245,488). These three regions account for the largest share of the active audience.

What other brands do Hot Wheels fans also like?

Beyond Hot Wheels itself, the audience over-indexes on My Little Pony (21.19×), Matchbox (brand) (37.74×), Superman (2.25×), and AutoZone (3.25×) 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 Hot Wheels. 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.