Rascasse Audience Intelligence

Melissa & Doug Target Market in United States

A data profile of the people who buy, follow and care about Melissa & Doug in United States — modelled from more than twelve digital signal sources. Melissa & Doug has an estimated audience of 1,023,931 people in United States.

#17among Toys in United States#2376among Brand in United States#438in Kids & Family

The average Melissa & Doug fan in United States is 41.5 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, New York.

Top brand affinities include Little Tikes, NASDAQ, Discount stores, with strongest over-indexing on Little Tikes (31.6× the country average).

Demographically, the Melissa & Doug audience skews more female with an average age of 41.5, and over-indexes on personality traits such as Convenience Orientation, Price Sensitivity.

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

The typical Melissa & Doug fan in United States is more female, around 41.5 years old, with strong Convenience Orientation tendencies and a notable affinity for Little Tikes.

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 Melissa & Doug profile in United States.

Audience size
1M
in United States
Gender
75.0%♀
25.0% male
Age
41.5
average years
Country rank
#23302
Brand in United States
Fig. 01

Search interest · 12-month trend

+10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Melissa & Doug

75.0% are female, 25.0% are male, average age 41.5.

Fig. 02

Gender split

75.0%
Female
25.0%
Male
Demographic split for Melissa & Doug audience in United States
MetricValue
Female75.0%
Male25.0%
Average age41.5
Estimated audience size1,023,931
Fig. 03

Age distribution

Ø 41.5
average years
Age distribution of the Melissa & Doug audience in United States
Age bracketShare%
16-196%
20-2925%
30-3929%
40-4919%
50+22%
Fig. 04

Worldwide distribution

66.6%

of the worldwide Melissa & Doug audience comes from United States.

Worldwide audience distribution share by country for Melissa & Doug
CountryShare
United States66.6%
United Kingdom7.5%
Canada5.5%
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 Melissa & Doug audience in United States is strongest.

Fig. 05

Top regions by affinity

Melissa & Doug customers by region in United States
#RegionReachAffinity×
01Connecticut~20K2.22×
02Vermont~2K1.38×
03New Hampshire~5K1.35×
04New Jersey~30K1.32×
05Pennsylvania~40K1.26×
06Massachusetts~30K1.26×
07Maine~5K1.26×
08Kentucky~20K1.22×
09New York~70K1.20×
10Rhode Island~4K1.17×
11Iowa~10K1.16×
12West Virginia~5K1.15×
13Indiana~20K1.11×
14Ohio~30K1.10×
15Wisconsin~20K1.09×
16Illinois~40K1.07×
17Michigan~30K1.07×
18North Dakota~2K1.06×
19South Dakota~2K1.05×
20Nebraska~5K1.04×
21Delaware~3K1.04×
22Arkansas~9K1.02×
23Tennessee~20K1.00×
24Minnesota~10K0.98×
25North Carolina~30K0.97×
26Missouri~20K0.97×
27Alabama~10K0.97×
28Kansas~8K0.96×
29Louisiana~10K0.95×
30Maryland~20K0.93×
31South Carolina~10K0.91×
32Idaho~5K0.91×
33Virginia~20K0.90×
34Oregon~10K0.90×
35Oklahoma~10K0.90×
36Mississippi~7K0.88×
37California~100K0.86×
38Washington~20K0.86×
39Utah~8K0.84×
40Montana~2K0.83×
41Texas~70K0.82×
42Alaska~2K0.79×
43Georgia~20K0.77×
44Colorado~10K0.75×
45Arizona~10K0.71×
46Washington, District of Columbia~2K0.71×
47Florida~50K0.69×
48New Mexico~3K0.68×
49Nevada~7K0.67×
50Hawaii~3K0.67×
Fig. 06

Affinity by region

Affinity by region — Melissa & Doug, United States
0.67×1.00×2.22×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Melissa & Doug audience
#·InterestCategoryAffinity×
01VTechKids & Family43.67×
02Little TikesKids & Family31.60×
03Polly PocketKids & Family26.73×
04Bubble GuppiesMovies & TV14.62×
05Mickey Mouse ClubhouseMovies & TV11.15×
06Garden centreHome & Garden7.78×
07QVCMovies & TV7.36×
08NASDAQBusiness & Career6.76×
09Baby foodKids & Family6.18×
10Weather forecastingHome & Garden5.65×
11Discount storesShopping5.54×
12Children's clothingFashion & Accessoires4.78×
13FedExBusiness & Career4.06×
14IKEAHome & Garden3.78×
15Shopping mallsShopping3.57×
16PinterestInternet & Social Media3.30×
17Organic foodFood & Beverages2.97×
18Mortgage loansBusiness & Career2.87×
19Pizza HutFood & Beverages2.84×
20FurnitureHome & Garden2.16×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Melissa & Doug 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 Melissa & Doug audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM2.45×
Price SensitivityPREMIUM2.22×
Family OrientationCONSERVATISM2.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Melissa & Doug audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.78×
TravellingTHRILL0.85×
Luxury OrientationPREMIUM0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Melissa & Doug's target market in United States?

Melissa & Doug's target market in United States covers an estimated 1,023,931 people, concentrated in California and Texas.

02

What is the gender split and age of Melissa & Doug customers?

75.0% of the Melissa & Doug audience are female, 25.0% are male, with an average age of 41.5 years.

03

Which brands do Melissa & Doug fans like most?

Melissa & Doug fans show strongest brand affinity for Little Tikes (31.6×), NASDAQ (6.76×), and Discount stores (5.54×) over the country average.

04

Where do Melissa & Doug fans live in United States?

Melissa & Doug fans in United States are most concentrated in California (reach ~100K), Texas (reach ~70K), and New York (reach ~70K). These three regions account for the largest share of the active audience.

05

What other brands do Melissa & Doug fans also like?

Beyond Melissa & Doug itself, the audience over-indexes on NASDAQ (6.76×), Discount stores (5.54×), VTech (43.67×), and QVC (7.36×) 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 Melissa & Doug. 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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