Rascasse Audience Intelligence

Lego Star Wars Target Market in United States

A data profile of the people who buy, follow and care about Lego Star Wars in United States — modelled from more than twelve digital signal sources. Lego Star Wars has an estimated audience of 1,606,081 people in United States.

#14among Toys in United States#1745among Brand in United States#348in Kids & Family

The average Lego Star Wars fan in United States is 31.1 years old, more male, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Pokémon (video game series), Lego Batman, Lego Marvel Super Heroes, with strongest over-indexing on Pokémon (video game series) (34.09× the country average).

Demographically, the Lego Star Wars audience skews more male with an average age of 31.1, and over-indexes on personality traits such as Patriotism, Mindfulness.

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

The typical Lego Star Wars fan in United States is more male, around 31.1 years old, with strong Patriotism tendencies and a notable affinity for Pokémon (video game series).

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 Star Wars profile in United States.

Audience size
1.6M
in United States
Gender
38.7%♀
61.3% male
Age
31.1
average years
Country rank
#16863
Brand in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Lego Star Wars

38.7% are female, 61.3% are male, average age 31.1.

Fig. 02

Gender split

38.7%
Female
61.3%
Male
Demographic split for Lego Star Wars audience in United States
MetricValue
Female38.7%
Male61.3%
Average age31.1
Estimated audience size1,606,081
Fig. 03

Age distribution

Ø 31.1
average years
Age distribution of the Lego Star Wars audience in United States
Age bracketShare%
16-1943%
20-2920%
30-3918%
40-4913%
50+6%
Fig. 04

Worldwide distribution

20.7%

of the worldwide Lego Star Wars audience comes from United States.

Worldwide audience distribution share by country for Lego Star Wars
CountryShare
United States20.7%
Germany12.0%
France7.8%
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 Star Wars audience in United States is strongest.

Fig. 05

Top regions by affinity

Lego Star Wars customers by region in United States
#RegionReachAffinity×
01Utah~20K1.60×
02Montana~6K1.34×
03Idaho~10K1.32×
04Alaska~4K1.29×
05Arizona~40K1.25×
06Nebraska~10K1.18×
07Washington~40K1.16×
08South Dakota~4K1.16×
09Oregon~20K1.15×
10California~200K1.14×
11North Dakota~4K1.13×
12Wisconsin~30K1.11×
13Minnesota~30K1.11×
14Maine~6K1.07×
15Colorado~30K1.05×
16Iowa~10K1.05×
17Illinois~60K1.04×
18Michigan~40K1.04×
19Oklahoma~20K1.04×
20Indiana~30K1.03×
21Kansas~10K1.03×
22Ohio~50K1.02×
23Missouri~30K1.02×
24New Hampshire~7K1.02×
25Nevada~20K1.00×
26Vermont~3K1.00×
27Alabama~20K0.98×
28Kentucky~20K0.98×
29Virginia~40K0.97×
30Tennessee~30K0.97×
31New Mexico~8K0.97×
32Pennsylvania~50K0.95×
33Texas~100K0.93×
34Massachusetts~30K0.93×
35Rhode Island~5K0.92×
36West Virginia~7K0.91×
37North Carolina~40K0.89×
38Connecticut~10K0.89×
39Florida~90K0.86×
40Arkansas~10K0.84×
41South Carolina~20K0.83×
42Delaware~4K0.82×
43Hawaii~6K0.81×
44Georgia~40K0.80×
45New Jersey~30K0.79×
46Maryland~20K0.76×
47New York~70K0.72×
48Washington, District of Columbia~3K0.70×
49Mississippi~9K0.69×
50Louisiana~10K0.63×
Fig. 06

Affinity by region

Affinity by region — Lego Star Wars, United States
0.63×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Lego Star Wars audience
#·InterestCategoryAffinity×
01Lego Marvel Super HeroesKids & Family84.74×
02Lego BatmanKids & Family73.80×
03Dexter's LaboratoryLiterature46.65×
04Gossip Girl (novel series)Literature44.19×
05Captain America: Civil WarMovies & TV42.86×
06Chess.comSports41.40×
07Pokémon (video game series)Games34.09×
08Final Fantasy VIIGames31.64×
09Captain America: The Winter SoldierMovies & TV29.01×
10Miniature wargamingGames27.05×
11WebtoonInternet & Social Media26.56×
12Tabletop role-playing gameGames24.90×
13Fairy TailLiterature24.15×
14Digital paintingArts & Culture20.97×
15HarmonicaMusic & Radio20.83×
16Gothic fashionFashion & Accessoires15.85×
17MLB.comSports15.25×
18Jenna OrtegaMovies & TV10.68×
19Tabletop gameGames10.67×
20SupermanMovies & TV5.09×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Lego Star Wars 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 Star Wars audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.37×
MindfulnessBALANCE1.34×
SustainabilityBALANCE1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Lego Star Wars audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.35×
DIY MentalityTHRILL0.40×
Risk AppetiteTHRILL0.47×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Lego Star Wars's target market in United States?

Lego Star Wars's target market in United States covers an estimated 1,606,081 people, concentrated in California and Texas.

02

What is the gender split and age of Lego Star Wars customers?

38.7% of the Lego Star Wars audience are female, 61.3% are male, with an average age of 31.1 years.

03

Which brands do Lego Star Wars fans like most?

Lego Star Wars fans show strongest brand affinity for Pokémon (video game series) (34.09×), Lego Batman (73.8×), and Lego Marvel Super Heroes (84.74×) over the country average.

04

Where do Lego Star Wars fans live in United States?

Lego Star Wars fans in United States are most concentrated in California (reach ~200K), Texas (reach ~100K), and Florida (reach ~90K). These three regions account for the largest share of the active audience.

05

What other brands do Lego Star Wars fans also like?

Beyond Lego Star Wars itself, the audience over-indexes on Lego Batman (73.8×), Lego Marvel Super Heroes (84.74×), Tabletop role-playing game (24.9×), and Harmonica (20.83×) compared to the United States average.

Appendix

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

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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 Star Wars. 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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