Rascasse Audience Intelligence

Lego City Target Market in United States

A data profile of the people who buy, follow and care about Lego City in United States — modelled from more than twelve digital signal sources. Lego City has an estimated audience of 626,403 people in United States.

#22among Toys in United States#3296among Brand in United States#526in Kids & Family

The average Lego City fan in United States is 33.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Lego Minifigures (theme), Lego Space, Angry Birds, with strongest over-indexing on Lego Minifigures (theme) (151.18× the country average).

Demographically, the Lego City audience skews balanced with an average age of 33.4, and over-indexes on personality traits such as Family Orientation, Price Sensitivity.

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

The typical Lego City fan in United States is balanced, around 33.4 years old, with strong Family Orientation tendencies and a notable affinity for Lego Minifigures (theme).

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 City profile in United States.

Audience size
626K
in United States
Gender
50.4%♀
49.6% male
Age
33.4
average years
Country rank
#31980
Brand in United States
Fig. 01

Search interest · 12-month trend

+18%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego City

50.4% are female, 49.6% are male, average age 33.4.

Fig. 02

Gender split

50.4%
Female
49.6%
Male
Demographic split for Lego City audience in United States
MetricValue
Female50.4%
Male49.6%
Average age33.4
Estimated audience size626,403
Fig. 03

Age distribution

Ø 33.4
average years
Age distribution of the Lego City audience in United States
Age bracketShare%
16-1932%
20-2924%
30-3920%
40-4914%
50+9%
Fig. 04

Worldwide distribution

14.5%

of the worldwide Lego City audience comes from United States.

Worldwide audience distribution share by country for Lego City
CountryShare
United States14.5%
Germany9.9%
Italy8.6%
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 Lego City audience in United States is strongest.

Fig. 05

Top regions by affinity

Lego City customers by region in United States
#RegionReachAffinity×
01Idaho~4K1.23×
02Massachusetts~10K1.20×
03Utah~7K1.20×
04Wisconsin~10K1.18×
05Connecticut~7K1.16×
06Maine~3K1.16×
07Minnesota~10K1.15×
08Montana~2K1.14×
09California~80K1.13×
10Iowa~6K1.13×
11North Dakota~1K1.13×
12Kentucky~9K1.11×
13Kansas~5K1.09×
14Nebraska~3K1.09×
15Washington~10K1.08×
16Indiana~10K1.07×
17New Hampshire~3K1.07×
18Illinois~20K1.06×
19Michigan~20K1.05×
20Missouri~10K1.05×
21Maryland~10K1.04×
22Pennsylvania~20K1.03×
23Oregon~7K1.03×
24New Jersey~20K1.01×
25Virginia~20K1.01×
26Vermont~1K1.01×
27New York~30K1.00×
28Ohio~20K1.00×
29Texas~50K0.99×
30South Dakota~1K0.99×
31Arkansas~5K0.98×
32Alaska~1K0.98×
33South Carolina~9K0.96×
34Oklahoma~7K0.96×
35Rhode Island~2K0.96×
36Colorado~9K0.95×
37North Carolina~20K0.94×
38Tennessee~10K0.94×
39West Virginia~3K0.93×
40Arizona~10K0.92×
41Georgia~20K0.89×
42Alabama~8K0.88×
43Delaware~1K0.86×
44Florida~40K0.84×
45Nevada~5K0.84×
46New Mexico~3K0.84×
47Mississippi~4K0.80×
48Hawaii~2K0.80×
49Washington, District of Columbia~2K0.80×
50Louisiana~6K0.75×
Fig. 06

Affinity by region

Affinity by region — Lego City, United States
0.75×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego City audience
#·InterestCategoryAffinity×
01Lego SpaceKids & Family160.24×
02Lego CastleKids & Family155.07×
03Lego Minifigures (theme)Kids & Family151.18×
04Lego Ninjago: Masters of SpinjitzuMovies & TV132.21×
05Lego Club MagazineKids & Family124.78×
06Lego TechnicKids & Family109.79×
07Mega BloksKids & Family73.36×
08A Doll's HouseLiterature58.88×
09Lego Harry PotterMovies & TV51.46×
10Lego DuploKids & Family50.10×
11Lego BatmanKids & Family45.65×
12Gundam modelCars & Mobility44.28×
13The Lego MovieMovies & TV40.00×
14City-building gameGames38.75×
15Angry BirdsGames33.76×
16Lego Marvel Super HeroesKids & Family23.47×
17Fairy TailLiterature18.89×
18Uno (card game)Games16.25×
19SupermanMovies & TV4.70×
20PeacemakerMovies & TV3.10×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego City 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 City audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.21×
Price SensitivityPREMIUM1.07×
Pet OwnershipJOY1.06×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego City audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.85×
PatriotismCONSERVATISM0.90×
Career OrientationPOWER0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego City's target market in United States?

Lego City's target market in United States covers an estimated 626,403 people, concentrated in California and Texas.

02

What is the gender split and age of Lego City customers?

50.4% of the Lego City audience are female, 49.6% are male, with an average age of 33.4 years.

03

Which brands do Lego City fans like most?

Lego City fans show strongest brand affinity for Lego Minifigures (theme) (151.18×), Lego Space (160.24×), and Angry Birds (33.76×) over the country average.

04

Where do Lego City fans live in United States?

Lego City fans in United States are most concentrated in California (reach ~80K), Texas (reach ~50K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Lego City fans also like?

Beyond Lego City itself, the audience over-indexes on Lego Space (160.24×), Angry Birds (33.76×), Lego Technic (109.79×), and Lego Castle (155.07×) 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 City. 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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