Rascasse Audience Intelligence

Lego Target Market in United States

A data profile of the people who buy, follow and care about Lego in United States — modelled from more than twelve digital signal sources. Lego has an estimated audience of 22,060,508 people in United States.

#1among Toys in United States#151among Brand in United States#52in Kids & Family

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, Food and drink, Disneyland, 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 Patriotism, Individualism.

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

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

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 Lego profile in United States.

Audience size
22.1M
in United States
Gender
66.5%♀
33.5% male
Age
34.1
average years
Country rank
#1450
Brand in United States
Fig. 01

Search interest · 12-month trend

+44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego

66.5% are female, 33.5% are male, average age 34.1.

Fig. 02

Gender split

66.5%
Female
33.5%
Male
Demographic split for Lego audience in United States
MetricValue
Female66.5%
Male33.5%
Average age34.1
Estimated audience size22,060,508
Fig. 03

Age distribution

Ø 34.1
average years
Age distribution of the Lego audience in United States
Age bracketShare%
16-1931%
20-2924%
30-3920%
40-4914%
50+11%
Fig. 04

Worldwide distribution

18.5%

of the worldwide Lego audience comes from United States.

Worldwide audience distribution share by country for Lego
CountryShare
United States18.5%
United Kingdom7.8%
Japan7.3%
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 Lego audience in United States is strongest.

Fig. 05

Top regions by affinity

Lego customers by region in United States
#RegionReachAffinity×
01Utah~300K1.50×
02Idaho~100K1.27×
03Nebraska~100K1.23×
04North Dakota~50K1.19×
05Wisconsin~400K1.18×
06Iowa~200K1.17×
07New Hampshire~100K1.17×
08Washington~500K1.14×
09Indiana~400K1.13×
10Montana~60K1.11×
11Colorado~400K1.10×
12Ohio~700K1.08×
13Oregon~300K1.07×
14Missouri~400K1.06×
15Kentucky~300K1.05×
16Kansas~200K1.05×
17Michigan~600K1.04×
18Virginia~500K1.04×
19Illinois~700K1.03×
20Arizona~400K1.03×
21Minnesota~300K1.02×
22Texas~2M1.01×
23South Dakota~50K1.01×
24Alaska~50K1.01×
25Pennsylvania~700K1.00×
26Connecticut~200K1.00×
27Vermont~40K1.00×
28Oklahoma~200K0.99×
29Nevada~200K0.99×
30California~2.5M0.98×
31New York~1M0.98×
32Maine~70K0.98×
33North Carolina~600K0.97×
34Massachusetts~400K0.97×
35Rhode Island~60K0.96×
36West Virginia~90K0.94×
37Tennessee~400K0.93×
38Florida~1.5M0.90×
39Georgia~600K0.90×
40Maryland~300K0.90×
41New Jersey~500K0.89×
42New Mexico~90K0.89×
43South Carolina~300K0.88×
44Delaware~50K0.87×
45Arkansas~100K0.85×
46Alabama~200K0.80×
47Hawaii~70K0.79×
48Louisiana~200K0.71×
49Washington, District of Columbia~40K0.65×
50Mississippi~100K0.63×
Fig. 06

Affinity by region

Affinity by region — Lego, United States
0.63×1.00×1.50×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego audience
#·InterestCategoryAffinity×
01Lego BatmanKids & Family17.38×
02Construction setKids & Family13.14×
03LegolandTravel & Leisure9.50×
04OtakuLiterature4.83×
05DisneylandTravel & Leisure3.58×
06BatmanMovies & TV3.55×
07Scooby-DooMovies & TV3.45×
08PeacemakerMovies & TV2.58×
09Mobile phonesTechnology & Electronics2.27×
10Mobile appTechnology & Electronics2.11×
11VideoMovies & TV1.94×
12Video gamesGames1.76×
13EducationBusiness & Career1.76×
14BeveragesFood & Beverages1.74×
15SupermanMovies & TV1.71×
16Food and drinkFood & Beverages1.70×
17ComputersTechnology & Electronics1.67×
18FoodFood & Beverages1.57×
19Fitness and wellnessSports1.53×
20MoviesMovies & TV1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego 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 Lego audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.78×
IndividualismJOY1.43×
Family OrientationCONSERVATISM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.94×
Sports ActivityPOWER0.99×
SpiritualityBALANCE1.03×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego's target market in United States?

Lego's target market in United States covers an estimated 22,060,508 people, concentrated in California and Texas.

02

What is the gender split and age of Lego customers?

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

03

Which brands do Lego fans like most?

Lego fans show strongest brand affinity for Mobile phones (2.27×), Food and drink (1.7×), and Disneyland (3.58×) over the country average.

04

Where do Lego fans live in United States?

Lego fans in United States are most concentrated in California (reach ~2.5M), Texas (reach ~2M), and Florida (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Lego fans also like?

Beyond Lego itself, the audience over-indexes on Food and drink (1.7×), Disneyland (3.58×), Lego Batman (17.38×), and Peacemaker (2.58×) compared to the United States average.

Appendix

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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.

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