Rascasse Audience Intelligence

Nerf Target Market in United States

A data profile of the people who buy, follow and care about Nerf in United States — modelled from more than twelve digital signal sources. Nerf has an estimated audience of 873,749 people in United States.

#19among Toys in United States#2649among Brand in United States#463in Kids & Family

The average Nerf fan in United States is 37.6 years old, balanced, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Oscar Isaac, My Little Pony, Scrabble, with strongest over-indexing on Oscar Isaac (31.17× the country average).

Demographically, the Nerf audience skews balanced with an average age of 37.6, and over-indexes on personality traits such as Patriotism, Urban Lifestyle.

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

The typical Nerf fan in United States is balanced, around 37.6 years old, with strong Patriotism tendencies and a notable affinity for Oscar Isaac.

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 Nerf profile in United States.

Audience size
874K
in United States
Gender
49.6%♀
50.4% male
Age
37.6
average years
Country rank
#25894
Brand in United States
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Nerf

49.6% are female, 50.4% are male, average age 37.6.

Fig. 02

Gender split

49.6%
Female
50.4%
Male
Demographic split for Nerf audience in United States
MetricValue
Female49.6%
Male50.4%
Average age37.6
Estimated audience size873,749
Fig. 03

Age distribution

Ø 37.6
average years
Age distribution of the Nerf audience in United States
Age bracketShare%
16-1920%
20-2922%
30-3924%
40-4918%
50+16%
Fig. 04

Worldwide distribution

15.4%

of the worldwide Nerf audience comes from United States.

Worldwide audience distribution share by country for Nerf
CountryShare
United States15.4%
Brazil9.8%
Germany7.3%
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 Nerf audience in United States is strongest.

Fig. 05

Top regions by affinity

Nerf customers by region in United States
#RegionReachAffinity×
01Idaho~30K6.66×
02Iowa~9K1.30×
03Alaska~2K1.16×
04Washington~20K1.15×
05Utah~9K1.13×
06Vermont~2K1.10×
07Nebraska~5K1.05×
08Maine~3K1.04×
09Massachusetts~20K1.01×
10New Hampshire~3K0.99×
11Oregon~10K0.98×
12Minnesota~10K0.94×
13California~90K0.93×
14Connecticut~8K0.93×
15Michigan~20K0.92×
16Wisconsin~10K0.92×
17Montana~2K0.91×
18Pennsylvania~30K0.90×
19Arizona~20K0.90×
20Indiana~10K0.90×
21Rhode Island~3K0.90×
22Texas~70K0.89×
23Virginia~20K0.89×
24Missouri~10K0.89×
25Kentucky~10K0.89×
26Oklahoma~9K0.89×
27Kansas~6K0.89×
28Ohio~20K0.88×
29Maryland~10K0.88×
30Colorado~10K0.88×
31Tennessee~20K0.87×
32South Dakota~2K0.87×
33North Dakota~2K0.86×
34New York~40K0.85×
35Alabama~10K0.85×
36West Virginia~3K0.85×
37Illinois~20K0.84×
38Arkansas~6K0.84×
39Delaware~2K0.84×
40North Carolina~20K0.82×
41New Jersey~20K0.82×
42Georgia~20K0.79×
43Mississippi~6K0.79×
44Hawaii~3K0.79×
45New Mexico~3K0.78×
46South Carolina~10K0.77×
47Louisiana~9K0.77×
48Florida~40K0.75×
49Nevada~6K0.75×
50Washington, District of Columbia~2K0.72×
Fig. 06

Affinity by region

Affinity by region — Nerf, United States
0.72×1.00×6.66×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Nerf audience
#·InterestCategoryAffinity×
01Oscar IsaacMovies & TV31.17×
02My Little PonyKids & Family29.36×
03Hot WheelsKids & Family21.36×
04ScrabbleGames20.65×
05Michael FassbenderMovies & TV20.00×
06Argos (retailer)Shopping17.89×
07Photochromic lensHealth13.75×
08Laser tagSports13.38×
09Carmen ElectraMovies & TV12.97×
10Kelly OsbourneMusic & Radio12.58×
11Richard GereMovies & TV10.58×
12Gillian AndersonMovies & TV9.31×
13Harrison FordMovies & TV8.38×
14MattelKids & Family8.30×
15MothercareKids & Family7.91×
16National Women's Soccer LeagueSports7.60×
17Liam NeesonMovies & TV5.55×
18SubwayFood & Beverages2.71×
19Wendy'sFood & Beverages2.31×
20RedditInternet & Social Media2.20×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Nerf 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 Nerf audience · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.81×
Urban LifestyleOPEN1.49×
Convenience OrientationPREMIUM1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Nerf audience · Rather not
TraitClusterDeviationScore
SustainabilityBALANCE0.65×
TraditionCONSERVATISM0.74×
MindfulnessBALANCE0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Nerf's target market in United States?

Nerf's target market in United States covers an estimated 873,749 people, concentrated in California and Texas.

02

What is the gender split and age of Nerf customers?

49.6% of the Nerf audience are female, 50.4% are male, with an average age of 37.6 years.

03

Which brands do Nerf fans like most?

Nerf fans show strongest brand affinity for Oscar Isaac (31.17×), My Little Pony (29.36×), and Scrabble (20.65×) over the country average.

04

Where do Nerf fans live in United States?

Nerf fans in United States are most concentrated in California (reach ~90K), Texas (reach ~70K), and Florida (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Nerf fans also like?

Beyond Nerf itself, the audience over-indexes on My Little Pony (29.36×), Scrabble (20.65×), Kelly Osbourne (12.58×), and Hot Wheels (21.36×) 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 Nerf. 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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