Rascasse Audience Intelligence

Mattel Target Market in United States

A data profile of the people who buy, follow and care about Mattel in United States — modelled from more than twelve digital signal sources. Mattel has an estimated audience of 5,169,466 people in United States.

#6among Toys in United States#668among Brand in United States#183in Kids & Family

The average Mattel fan in United States is 33.8 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Child, Food and drink, Food, with strongest over-indexing on Child (2.32× the country average).

Demographically, the Mattel audience skews more female with an average age of 33.8, and over-indexes on personality traits such as Family Orientation, Need for Security.

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

The typical Mattel fan in United States is more female, around 33.8 years old, with strong Family Orientation tendencies and a notable affinity for Child.

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 Mattel profile in United States.

Audience size
5.2M
in United States
Gender
60.4%♀
39.6% male
Age
33.8
average years
Country rank
#6482
Brand in United States
Fig. 01

Search interest · 12-month trend

-6%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Mattel

60.4% are female, 39.6% are male, average age 33.8.

Fig. 02

Gender split

60.4%
Female
39.6%
Male
Demographic split for Mattel audience in United States
MetricValue
Female60.4%
Male39.6%
Average age33.8
Estimated audience size5,169,466
Fig. 03

Age distribution

Ø 33.8
average years
Age distribution of the Mattel audience in United States
Age bracketShare%
16-1934%
20-2922%
30-3919%
40-4914%
50+12%
Fig. 04

Worldwide distribution

29.8%

of the worldwide Mattel audience comes from United States.

Worldwide audience distribution share by country for Mattel
CountryShare
United States29.8%
Mexico9.3%
Brazil8.5%
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 Mattel audience in United States is strongest.

Fig. 05

Top regions by affinity

Mattel customers by region in United States
#RegionReachAffinity×
01California~1.5M2.43×
02Arizona~100K1.34×
03Utah~60K1.24×
04Texas~500K1.18×
05Nevada~60K1.18×
06New Mexico~30K1.16×
07Illinois~200K1.14×
08Pennsylvania~200K1.13×
09West Virginia~30K1.10×
10Rhode Island~20K1.09×
11Indiana~100K1.06×
12New York~300K1.05×
13Colorado~90K1.05×
14Ohio~200K1.04×
15Oregon~60K1.04×
16Kansas~40K1.04×
17Kentucky~70K1.03×
18Missouri~80K1.02×
19Nebraska~30K1.02×
20Idaho~30K1.01×
21New Jersey~100K0.99×
22Washington~100K0.99×
23Maryland~90K0.99×
24Wisconsin~80K0.99×
25Florida~300K0.98×
26Oklahoma~60K0.98×
27Connecticut~50K0.97×
28Georgia~200K0.95×
29Michigan~100K0.95×
30Alaska~10K0.95×
31Iowa~40K0.94×
32Delaware~10K0.93×
33North Carolina~100K0.92×
34Virginia~100K0.92×
35Tennessee~100K0.92×
36Arkansas~40K0.92×
37Minnesota~70K0.91×
38South Dakota~10K0.91×
39Massachusetts~90K0.90×
40New Hampshire~20K0.90×
41North Dakota~10K0.90×
42Maine~20K0.89×
43Alabama~60K0.85×
44South Carolina~70K0.84×
45Montana~10K0.81×
46Vermont~7K0.80×
47Mississippi~30K0.79×
48Hawaii~20K0.79×
49Louisiana~50K0.78×
50Washington, District of Columbia~10K0.75×
Fig. 06

Affinity by region

Affinity by region — Mattel, United States
0.75×1.00×2.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Mattel audience
#·InterestCategoryAffinity×
01American GirlKids & Family13.43×
02Masters of the Universe (film)Movies & TV8.82×
03Environmental technologyHome & Garden6.73×
04BarbieMovies & TV3.92×
05Five BelowShopping2.85×
06ChildKids & Family2.32×
07EducationBusiness & Career2.02×
08GiftShopping2.02×
09WomanKids & Family2.00×
10BeveragesFood & Beverages1.74×
11United StatesTravel & Leisure1.71×
12Food and drinkFood & Beverages1.70×
13Video gamesGames1.69×
14Comedy moviesMovies & TV1.68×
15CultureLiterature1.67×
16FoodFood & Beverages1.65×
17Fitness and wellnessSports1.57×
18FamilyKids & Family1.55×
19RestaurantsFood & Beverages1.55×
20Outdoor recreationSports1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Mattel 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 Mattel audience · What stands out
TraitClusterDeviationScore
Family OrientationCONSERVATISM1.55×
Need for SecurityCONSERVATISM1.52×
Community OrientationOPEN1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Mattel audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.81×
Risk AppetiteTHRILL0.90×
TravellingTHRILL0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Mattel's target market in United States?

Mattel's target market in United States covers an estimated 5,169,466 people, concentrated in California and Texas.

02

What is the gender split and age of Mattel customers?

60.4% of the Mattel audience are female, 39.6% are male, with an average age of 33.8 years.

03

Which brands do Mattel fans like most?

Mattel fans show strongest brand affinity for Child (2.32×), Food and drink (1.7×), and Food (1.65×) over the country average.

04

Where do Mattel fans live in United States?

Mattel fans in United States are most concentrated in California (reach ~1.5M), Texas (reach ~500K), and Florida (reach ~300K). These three regions account for the largest share of the active audience.

05

What other brands do Mattel fans also like?

Beyond Mattel itself, the audience over-indexes on Food and drink (1.7×), Food (1.65×), Education (2.02×), and Masters of the Universe (film) (8.82×) 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 Mattel. 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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