Mattel Audience in United States

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Mattel has an estimated audience of 5,165,061 people in United States. 60.4% are female, 39.6% are male, average age 33.8. Top regions: California, Texas, Florida. Top brand affinities: Child, Food and drink, Food, Education, Fitness and wellness.

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 Extroversion, Family Orientation. 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 Mattel fans

Demographic split for Mattel audience in United States
MetricValue
Female60.4%
Male39.6%
Average age33.8
Estimated audience size5,165,061

Audience persona

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

Top regions in United States

Top regions ranked by reach for Mattel in United States
RegionReachAffinity
California1,266,0852.23×
Texas554,2151.25×
Florida347,4110.99×
New York324,7221.13×
Illinois204,6721.19×
Pennsylvania196,8681.13×
Ohio171,5511.08×
Georgia160,0721.01×
Arizona150,4851.43×
North Carolina146,3290.94×
New Jersey138,2801.05×
Michigan133,8860.99×
Virginia121,4730.97×
Washington106,7721.03×
Indiana97,5691.03×
Tennessee97,1430.94×
Massachusetts95,5240.94×
Maryland90,2691.02×
Missouri89,7021.08×
Colorado87,6641.08×
Wisconsin78,7501.01×
Minnesota65,9390.89×
Kentucky63,8110.99×
Oregon63,4211.07×
South Carolina63,1290.81×
Alabama62,0590.86×
Nevada60,7371.22×
Oklahoma58,1811.01×
Utah56,1651.21×
Louisiana51,9420.78×
Connecticut50,8100.98×
Kansas44,5461.09×
Iowa38,8760.91×
Arkansas38,8580.91×
Mississippi32,3040.76×
New Mexico29,9591.16×
Idaho26,2451.01×
Nebraska25,3650.98×
West Virginia25,1601.05×
Rhode Island18,6631.14×
New Hampshire17,6430.87×
Hawaii16,7430.75×
Maine15,6720.85×
Delaware13,1760.92×
Washington, District of Columbia12,1930.79×
Montana10,1610.71×
South Dakota8,8170.74×
Alaska8,2560.75×
North Dakota8,0560.76×
Wyoming6,4560.84×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Mattel audience
BrandAffinityCategory
Child2.32×Kids & Family
Food and drink1.7×Food & Beverages
Food1.65×Food & Beverages
Education2.02×Business & Career
Fitness and wellness1.57×Sports
Barbie3.92×Movies & TV
United States1.71×Travel & Leisure
Woman2×Kids & Family
Beverages1.74×Food & Beverages
Gift2.02×Shopping
Culture1.67×Literature
Outdoor recreation1.52×Sports
Family1.55×Kids & Family
Restaurants1.55×Food & Beverages
Comedy movies1.68×Movies & TV
Video games1.69×Games
American Girl13.43×Kids & Family
Environmental technology6.73×Home & Garden
Dollar Tree2.17×Shopping
Philosophy1.77×Business & Career

Psychographic profile

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

Top personality traits over-indexed by Mattel audience
TraitClusterScore
ExtroversionTHRILL1.71
Family OrientationCONSERVATISM1.28
Social Media UsageJOY1.22
Convenience OrientationPREMIUM1.21
IndividualismJOY1.2
DIY MentalityTHRILL1.19

Worldwide distribution

Worldwide audience distribution share by country for Mattel
CountryShare
United States29.8%
Mexico9.2%
Brazil8.5%

See Mattel audiences in other countries

More Toys audiences in United States

Frequently asked questions

How many fans does Mattel have in United States?

Mattel has an estimated audience of 5,165,061 people in United States, concentrated in California and Texas.

What is the gender split and age of Mattel fans?

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

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.

Where do Mattel fans live in United States?

Mattel fans in United States are most concentrated in California (reach 1,266,085), Texas (reach 554,215), and Florida (reach 347,411). These three regions account for the largest share of the active audience.

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 Fitness and wellness (1.57×) 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 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.