Rascasse Audience Intelligence

Lego Ninjago Target Market in United States

A data profile of the people who buy, follow and care about Lego Ninjago in United States — modelled from more than twelve digital signal sources. Lego Ninjago has an estimated audience of 914,237 people in United States.

#18among Toys in United States#2569among Brand in United States#453in Kids & Family

The average Lego Ninjago fan in United States is 30.4 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Lego Creator, Legoland, Lego Harry Potter, with strongest over-indexing on Lego Creator (345.39× the country average).

Demographically, the Lego Ninjago audience skews balanced with an average age of 30.4, and over-indexes on personality traits such as Travelling, Patriotism.

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

The typical Lego Ninjago fan in United States is balanced, around 30.4 years old, with strong Travelling tendencies and a notable affinity for Lego Creator.

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 Ninjago profile in United States.

Audience size
914K
in United States
Gender
49.9%♀
50.1% male
Age
30.4
average years
Country rank
#25135
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 Ninjago

49.9% are female, 50.1% are male, average age 30.4.

Fig. 02

Gender split

49.9%
Female
50.1%
Male
Demographic split for Lego Ninjago audience in United States
MetricValue
Female49.9%
Male50.1%
Average age30.4
Estimated audience size914,237
Fig. 03

Age distribution

Ø 30.4
average years
Age distribution of the Lego Ninjago audience in United States
Age bracketShare%
16-1942%
20-2922%
30-3921%
40-4910%
50+5%
Fig. 04

Worldwide distribution

20.0%

of the worldwide Lego Ninjago audience comes from United States.

Worldwide audience distribution share by country for Lego Ninjago
CountryShare
United States20.0%
Germany9.8%
France6.6%
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 Ninjago audience in United States is strongest.

Fig. 05

Top regions by affinity

Lego Ninjago customers by region in United States
#RegionReachAffinity×
01Utah~10K1.44×
02Idaho~6K1.31×
03Texas~90K1.21×
04Washington~20K1.21×
05Oklahoma~10K1.19×
06California~100K1.14×
07Georgia~30K1.13×
08Arkansas~8K1.10×
09Kentucky~10K1.09×
10Oregon~10K1.08×
11Iowa~8K1.08×
12Indiana~20K1.07×
13South Carolina~10K1.07×
14Nebraska~5K1.07×
15Missouri~20K1.06×
16Kansas~7K1.05×
17Alaska~2K1.05×
18North Carolina~30K1.03×
19Virginia~20K1.02×
20Rhode Island~3K1.00×
21Arizona~20K0.99×
22North Dakota~2K0.99×
23Pennsylvania~30K0.98×
24Ohio~30K0.98×
25Louisiana~10K0.98×
26Mississippi~7K0.98×
27Michigan~20K0.97×
28Minnesota~10K0.97×
29West Virginia~4K0.97×
30Illinois~30K0.96×
31Maryland~10K0.96×
32Alabama~10K0.96×
33Connecticut~9K0.96×
34Montana~2K0.96×
35Florida~60K0.95×
36Tennessee~20K0.95×
37Nevada~8K0.95×
38New Mexico~4K0.95×
39South Dakota~2K0.95×
40Wisconsin~10K0.94×
41Maine~3K0.94×
42Colorado~10K0.92×
43Vermont~1K0.90×
44New Jersey~20K0.89×
45Massachusetts~20K0.88×
46New Hampshire~3K0.88×
47New York~40K0.84×
48Hawaii~3K0.81×
49Delaware~2K0.81×
50Washington, District of Columbia~2K0.70×
Fig. 06

Affinity by region

Affinity by region — Lego Ninjago, United States
0.70×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego Ninjago audience
#·InterestCategoryAffinity×
01Lego CreatorKids & Family345.39×
02Lego SpaceKids & Family203.33×
03Lego MindstormsKids & Family185.19×
04Lego FriendsKids & Family181.79×
05Lego Harry PotterMovies & TV174.09×
06Lego Toy StoryKids & Family170.53×
07Lego CityKids & Family146.97×
08The Lego MovieMovies & TV89.86×
09Lego minifigureKids & Family87.66×
10Lego Minifigures (theme)Kids & Family75.79×
11LegolandTravel & Leisure73.02×
12AndorMovies & TV31.96×
13MangakaLiterature31.30×
14Yu-Gi-Oh! Trading Card GameGames25.38×
15Pokémon (video game series)Games20.44×
16Tabletop role-playing gameGames19.55×
17GovernmentPolitics & Society16.58×
18Anime conventionLiterature12.04×
19SupermanMovies & TV8.60×
20Harry PotterMovies & TV7.38×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego Ninjago 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 Ninjago audience · What stands out
TraitClusterDeviationScore
TravellingTHRILL2.40×
PatriotismCONSERVATISM2.22×
Early Adopter MentalityPOWER2.10×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego Ninjago audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.66×
Quality AwarenessPREMIUM0.73×
Family OrientationCONSERVATISM0.80×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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

Lego Ninjago's target market in United States covers an estimated 914,237 people, concentrated in California and Texas.

02

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

49.9% of the Lego Ninjago audience are female, 50.1% are male, with an average age of 30.4 years.

03

Which brands do Lego Ninjago fans like most?

Lego Ninjago fans show strongest brand affinity for Lego Creator (345.39×), Legoland (73.02×), and Lego Harry Potter (174.09×) over the country average.

04

Where do Lego Ninjago fans live in United States?

Lego Ninjago 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 Ninjago fans also like?

Beyond Lego Ninjago itself, the audience over-indexes on Legoland (73.02×), Lego Harry Potter (174.09×), Lego Mindstorms (185.19×), and Lego City (146.97×) 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 Ninjago. 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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