Rascasse Audience Intelligence

Lego minifigure Target Market in United States

A data profile of the people who buy, follow and care about Lego minifigure in United States — modelled from more than twelve digital signal sources. Lego minifigure has an estimated audience of 1,131,670 people in United States.

#2223among Brand in United States#417in Kids & Family

The average Lego minifigure fan in United States is 34.8 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Superman, Lego, Godzilla, with strongest over-indexing on Superman (3.72× the country average).

Demographically, the Lego minifigure audience skews balanced with an average age of 34.8, and over-indexes on personality traits such as Pet Ownership, Luxury Orientation.

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

The typical Lego minifigure fan in United States is balanced, around 34.8 years old, with strong Pet Ownership tendencies and a notable affinity for Superman.

Category: Kids & Family · Type: Brand

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 minifigure profile in United States.

Audience size
1.1M
in United States
Gender
48.1%♀
51.9% male
Age
34.8
average years
Country rank
#21742
Brand in United States
Fig. 01

Search interest · 12-month trend

+45%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego minifigure

48.1% are female, 51.9% are male, average age 34.8.

Fig. 02

Gender split

48.1%
Female
51.9%
Male
Demographic split for Lego minifigure audience in United States
MetricValue
Female48.1%
Male51.9%
Average age34.8
Estimated audience size1,131,670
Fig. 03

Age distribution

Ø 34.8
average years
Age distribution of the Lego minifigure audience in United States
Age bracketShare%
16-1929%
20-2921%
30-3923%
40-4917%
50+10%
Fig. 04

Worldwide distribution

24.7%

of the worldwide Lego minifigure audience comes from United States.

Worldwide audience distribution share by country for Lego minifigure
CountryShare
United States24.7%
United Kingdom11.7%
Italy7.6%
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 minifigure audience in United States is strongest.

Fig. 05

Top regions by affinity

Lego minifigure customers by region in United States
#RegionReachAffinity×
01Utah~20K1.53×
02Idaho~8K1.36×
03Iowa~10K1.17×
04Nebraska~6K1.16×
05Minnesota~20K1.15×
06Oregon~10K1.15×
07Wisconsin~20K1.14×
08Kansas~10K1.12×
09Maine~4K1.12×
10Montana~3K1.12×
11California~100K1.11×
12Indiana~20K1.11×
13Washington~20K1.10×
14Kentucky~20K1.10×
15Michigan~30K1.09×
16New Hampshire~5K1.09×
17Vermont~2K1.07×
18Ohio~40K1.06×
19Missouri~20K1.06×
20South Dakota~3K1.06×
21Oklahoma~10K1.05×
22North Dakota~2K1.05×
23Arizona~20K1.04×
24Pennsylvania~40K1.01×
25Texas~90K1.00×
26Illinois~40K1.00×
27Colorado~20K1.00×
28Connecticut~10K1.00×
29Virginia~30K0.99×
30Arkansas~9K0.98×
31New Mexico~5K0.97×
32West Virginia~5K0.97×
33Alaska~2K0.97×
34Nevada~10K0.95×
35Tennessee~20K0.93×
36North Carolina~30K0.91×
37South Carolina~20K0.91×
38Massachusetts~20K0.90×
39Rhode Island~3K0.90×
40New Jersey~20K0.89×
41Florida~60K0.86×
42Alabama~10K0.85×
43Delaware~3K0.85×
44Hawaii~4K0.84×
45New York~50K0.83×
46Georgia~30K0.81×
47Maryland~20K0.81×
48Louisiana~10K0.76×
49Mississippi~7K0.76×
50Washington, District of Columbia~2K0.64×
Fig. 06

Affinity by region

Affinity by region — Lego minifigure, United States
0.64×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego minifigure audience
#·InterestCategoryAffinity×
01Epic FailsInternet & Social Media29.15×
02American Gangster (film)Movies & TV20.40×
03The Lego MovieMovies & TV19.10×
04Education WeekNews17.99×
05Lego Marvel Super HeroesKids & Family17.88×
06Lego BatmanKids & Family17.61×
07Edison (company)Business & Career17.14×
08Teaching ResourcesTopic11.94×
09LegolandTravel & Leisure11.53×
10Legends (comics)Literature9.49×
11Massively multiplayer online real-time strategy gameGames8.84×
12Transformers (comics)Literature7.80×
13LegoKids & Family7.56×
14Super Mario Bros.Games7.06×
15Shōnen mangaLiterature6.34×
16GodzillaMovies & TV5.45×
17SolitaireGames4.51×
18New mediaInternet & Social Media4.28×
19SupermanMovies & TV3.72×
20BeetlejuiceMovies & TV2.97×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego minifigure 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 minifigure audience · What stands out
TraitClusterDeviationScore
Pet OwnershipJOY1.34×
Luxury OrientationPREMIUM1.13×
SustainabilityBALANCE1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego minifigure audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.60×
TraditionCONSERVATISM0.64×
Convenience OrientationPREMIUM0.65×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Lego minifigure's target market in United States covers an estimated 1,131,670 people, concentrated in California and Texas.

02

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

48.1% of the Lego minifigure audience are female, 51.9% are male, with an average age of 34.8 years.

03

Which brands do Lego minifigure fans like most?

Lego minifigure fans show strongest brand affinity for Superman (3.72×), Lego (7.56×), and Godzilla (5.45×) over the country average.

04

Where do Lego minifigure fans live in United States?

Lego minifigure fans in United States are most concentrated in California (reach ~100K), Texas (reach ~90K), and Florida (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do Lego minifigure fans also like?

Beyond Lego minifigure itself, the audience over-indexes on Lego (7.56×), Godzilla (5.45×), American Gangster (film) (20.4×), and Legoland (11.53×) compared to the United States average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Kids & Family audiences in United States

See Lego minifigure audiences in other countries

How to read this data

Audience size is the estimated number of people in United States who actively search for Lego minifigure. 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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