Lego Audience in United States

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Lego has an estimated audience of 20,888,626 people in United States. 66.5% are female, 33.5% are male, average age 34.1. Top regions: California, Texas, Florida. Top brand affinities: Mobile phones, Yahoo!奇摩名人娛樂, Food and drink, Disneyland, Batman.

The average Lego fan in United States is 34.1 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Mobile phones, Yahoo!奇摩名人娛樂, Food and drink, with strongest over-indexing on Mobile phones (2.27× the country average). Demographically, the Lego audience skews more female with an average age of 34.1, and over-indexes on personality traits such as Early Adopter Mentality, Luxury Orientation. 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 Lego fans

Demographic split for Lego audience in United States
MetricValue
Female66.5%
Male33.5%
Average age34.1
Estimated audience size20,888,626

Audience persona

The typical Lego fan in United States is more female, around 34.1 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Mobile phones.

Top regions in United States

Top regions ranked by reach for Lego in United States
RegionReachAffinity
California2,360,5741.03×
Texas1,940,2611.08×
Florida1,325,1810.94×
New York1,213,9851.04×
Illinois754,1721.08×
Pennsylvania714,0571.02×
Ohio711,4821.11×
North Carolina625,2250.99×
Michigan586,9191.07×
Georgia549,3330.85×
Virginia546,7561.07×
Washington512,6261.22×
New Jersey482,4330.91×
Indiana444,6341.17×
Arizona443,4541.04×
Massachusetts417,0811.01×
Tennessee387,0640.92×
Wisconsin375,6101.2×
Colorado372,0121.13×
Missouri356,7991.06×
Maryland323,7440.9×
Minnesota310,7611.04×
Utah283,7871.52×
South Carolina277,2120.88×
Kentucky272,9951.04×
Oregon265,3481.11×
Oklahoma229,5400.99×
Alabama218,6630.75×
Connecticut212,3441.01×
Nevada208,5501.03×
Iowa194,4181.13×
Louisiana184,8960.69×
Kansas164,7431×
Arkansas141,4900.82×
Idaho136,5231.3×
Nebraska121,5541.16×
Mississippi99,2890.58×
New Hampshire96,9591.18×
New Mexico94,6600.9×
West Virginia85,9250.88×
Maine73,3590.98×
Hawaii70,6010.79×
Montana61,9721.07×
Rhode Island61,6470.93×
Delaware48,5020.84×
South Dakota45,7630.95×
North Dakota45,1461.05×
Washington, District of Columbia42,1690.67×
Alaska41,6010.93×
Vermont35,9950.98×

Top brand affinities

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

Top brand affinities (over-index vs. country average) for Lego audience
BrandAffinityCategory
Mobile phones2.27×Technology & Electronics
Yahoo!奇摩名人娛樂3.3×Internet & Social Media
Food and drink1.7×Food & Beverages
Disneyland3.58×Travel & Leisure
Batman3.55×Movies & TV
Peacemaker2.58×Movies & TV
Otaku4.83×Literature
Mobile app2.11×Technology & Electronics
Legoland9.5×Travel & Leisure
Lego Batman17.38×Kids & Family
Food1.57×Food & Beverages
Scooby-Doo3.45×Movies & TV
Superman1.71×Movies & TV
Fitness and wellness1.53×Sports
Construction set13.14×Kids & Family
Beverages1.74×Food & Beverages
Movies1.51×Movies & TV
Computers1.67×Technology & Electronics
Video1.94×Movies & TV
Video games1.76×Games

Psychographic profile

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

Top personality traits over-indexed by Lego audience
TraitClusterScore
Early Adopter MentalityPOWER1.37
Luxury OrientationPREMIUM1.19
IndividualismJOY1.18
Social Media UsageJOY1.15
Family OrientationCONSERVATISM1.14
Convenience OrientationPREMIUM1.12

Worldwide distribution

Worldwide audience distribution share by country for Lego
CountryShare
United States18.1%
United Kingdom7.7%
Japan7.6%

See Lego audiences in other countries

More Toys audiences in United States

Frequently asked questions

How many fans does Lego have in United States?

Lego has an estimated audience of 20,888,626 people in United States, concentrated in California and Texas.

What is the gender split and age of Lego fans?

66.5% of Lego fans are female, 33.5% are male, with an average age of 34.1 years.

Which brands do Lego fans like most?

Lego fans show strongest brand affinity for Mobile phones (2.27×), Yahoo!奇摩名人娛樂 (3.3×), and Food and drink (1.7×) over the country average.

Where do Lego fans live in United States?

Lego fans in United States are most concentrated in California (reach 2,360,574), Texas (reach 1,940,261), and Florida (reach 1,325,181). These three regions account for the largest share of the active audience.

What other brands do Lego fans also like?

Beyond Lego itself, the audience over-indexes on Yahoo!奇摩名人娛樂 (3.3×), Food and drink (1.7×), Disneyland (3.58×), and Batman (3.55×) 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 Lego. 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.