Lego City Audience in United States

Lego City logo

Lego City has an estimated audience of 624,890 people in United States. 50.4% are female, 49.6% are male, average age 33.4. Top regions: California, Texas, Florida. Top brand affinities: Lego Minifigures (theme), Lego Space, Angry Birds, Lego Technic, Lego Castle.

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 Price Sensitivity, LGBTQ+ Identity. 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 City fans

Demographic split for Lego City audience in United States
MetricValue
Female50.4%
Male49.6%
Average age33.4
Estimated audience size624,890

Audience persona

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

Top regions in United States

Top regions ranked by reach for Lego City in United States
RegionReachAffinity
California81,3861.18×
Texas54,7231.02×
Florida37,5510.89×
New York36,7121.05×
Illinois23,1491.11×
Pennsylvania21,8281.04×
Ohio18,8900.98×
Georgia17,3300.9×
North Carolina17,2350.92×
Michigan16,9061.03×
New Jersey16,2421.02×
Virginia15,4341.01×
Massachusetts14,5501.18×
Washington13,8231.1×
Tennessee12,4390.99×
Indiana11,9901.05×
Arizona11,7840.92×
Missouri11,0521.1×
Wisconsin10,8271.15×
Maryland10,6760.99×
Minnesota10,6441.19×
Colorado9,7430.99×
South Carolina9,6571.03×
Kentucky9,0451.15×
Oregon7,7061.08×
Connecticut7,4541.19×
Alabama7,3470.84×
Utah7,1441.28×
Oklahoma6,8930.99×
Louisiana6,0510.75×
Iowa5,9841.16×
Kansas5,1901.05×
Nevada5,0320.83×
Arkansas4,5840.89×
Idaho4,0321.29×
Mississippi3,7910.74×
Nebraska3,2641.04×
Maine2,6711.19×
West Virginia2,5190.87×
New Hampshire2,4911.01×
New Mexico2,3770.76×
Montana2,0591.19×
Hawaii1,9260.72×
Rhode Island1,8100.91×
North Dakota1,5191.18×
Washington, District of Columbia1,4450.77×
South Dakota1,4030.97×
Delaware1,2290.71×
Alaska1,1880.89×
Vermont1,0160.93×

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 City audience
BrandAffinityCategory
Lego Minifigures (theme)151.18×Kids & Family
Lego Space160.24×Kids & Family
Angry Birds33.76×Games
Lego Technic109.79×Kids & Family
Lego Castle155.07×Kids & Family
Superman4.7×Movies & TV
Lego Batman45.65×Kids & Family
City-building game38.75×Games
Gundam model44.28×Cars & Mobility
The Lego Movie40×Movies & TV
Lego Ninjago: Masters of Spinjitzu132.21×Movies & TV
Lego Club Magazine124.78×Kids & Family
Fresh Air with Terry Gross67.12×Music & Radio
Lego Harry Potter51.46×Movies & TV
Lego Duplo50.1×Kids & Family
Fairy Tail18.89×Literature
Mega Bloks73.36×Kids & Family
Uno (card game)16.25×Games
A Doll's House58.88×Literature
Lego Marvel Super Heroes23.47×Kids & Family

Psychographic profile

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

Top personality traits over-indexed by Lego City audience
TraitClusterScore
Price SensitivityPREMIUM2.14
LGBTQ+ IdentityOPEN1.45
Early Adopter MentalityPOWER1.35
Luxury OrientationPREMIUM1.35
DIY MentalityTHRILL1.25
Quality AwarenessPREMIUM1.18

Worldwide distribution

Worldwide audience distribution share by country for Lego City
CountryShare
United States14.4%
Germany10.2%
Italy8.8%

See Lego City audiences in other countries

More Toys audiences in United States

Frequently asked questions

How many fans does Lego City have in United States?

Lego City has an estimated audience of 624,890 people in United States, concentrated in California and Texas.

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

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

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.

Where do Lego City fans live in United States?

Lego City fans in United States are most concentrated in California (reach 81,386), Texas (reach 54,723), and Florida (reach 37,551). These three regions account for the largest share of the active audience.

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.

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.