Rascasse Audience Intelligence

Play-Doh Target Market in United States

A data profile of the people who buy, follow and care about Play-Doh in United States — modelled from more than twelve digital signal sources. Play-Doh has an estimated audience of 1,760,263 people in United States.

#12among Toys in United States#1613among Brand in United States#329in Kids & Family

The average Play-Doh fan in United States is 33.6 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Infant clothing, Infant bodysuit, Lego, with strongest over-indexing on Infant clothing (10.1× the country average).

Demographically, the Play-Doh audience skews more female with an average age of 33.6, and over-indexes on personality traits such as DIY Mentality, Design Affinity.

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

The typical Play-Doh fan in United States is more female, around 33.6 years old, with strong DIY Mentality tendencies and a notable affinity for Infant clothing.

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 Play-Doh profile in United States.

Audience size
1.8M
in United States
Gender
70.2%♀
29.8% male
Age
33.6
average years
Country rank
#15731
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 Play-Doh

70.2% are female, 29.8% are male, average age 33.6.

Fig. 02

Gender split

70.2%
Female
29.8%
Male
Demographic split for Play-Doh audience in United States
MetricValue
Female70.2%
Male29.8%
Average age33.6
Estimated audience size1,760,263
Fig. 03

Age distribution

Ø 33.6
average years
Age distribution of the Play-Doh audience in United States
Age bracketShare%
16-1930%
20-2926%
30-3922%
40-4913%
50+9%
Fig. 04

Worldwide distribution

22.4%

of the worldwide Play-Doh audience comes from United States.

Worldwide audience distribution share by country for Play-Doh
CountryShare
United States22.4%
United Kingdom6.6%
India6.2%
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 Play-Doh audience in United States is strongest.

Fig. 05

Top regions by affinity

Play-Doh customers by region in United States
#RegionReachAffinity×
01Texas~200K1.24×
02Louisiana~30K1.23×
03New Jersey~50K1.22×
04Massachusetts~40K1.16×
05New York~100K1.13×
06Pennsylvania~70K1.13×
07Indiana~40K1.13×
08Idaho~10K1.13×
09Michigan~50K1.11×
10Iowa~20K1.11×
11Kansas~20K1.11×
12Illinois~60K1.10×
13Ohio~60K1.09×
14Arkansas~20K1.09×
15Kentucky~20K1.08×
16California~200K1.07×
17Wisconsin~30K1.07×
18Connecticut~20K1.07×
19North Carolina~60K1.06×
20Mississippi~20K1.06×
21Nebraska~9K1.06×
22Alabama~30K1.04×
23Missouri~30K1.03×
24Minnesota~30K1.03×
25West Virginia~8K1.03×
26Rhode Island~6K1.03×
27Georgia~60K1.02×
28Oklahoma~20K1.02×
29Maryland~30K1.01×
30Virginia~40K1.00×
31Vermont~3K1.00×
32South Carolina~30K0.99×
33South Dakota~4K0.99×
34North Dakota~4K0.99×
35Utah~20K0.97×
36Delaware~5K0.95×
37Florida~100K0.94×
38New Hampshire~6K0.94×
39Washington~30K0.93×
40Tennessee~30K0.91×
41New Mexico~8K0.91×
42Maine~6K0.91×
43Arizona~30K0.88×
44Alaska~3K0.87×
45Nevada~10K0.86×
46Oregon~20K0.84×
47Montana~4K0.83×
48Colorado~20K0.81×
49Hawaii~6K0.81×
50Washington, District of Columbia~4K0.71×
Fig. 06

Affinity by region

Affinity by region — Play-Doh, United States
0.71×1.00×1.24×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Play-Doh audience
#·InterestCategoryAffinity×
01Toy blockTopic23.64×
02Baby toysKids & Family22.22×
03OfficeMaxBusiness & Career14.24×
04Urban horticultureHome & Garden13.13×
05Infant bodysuitKids & Family12.92×
06BabywearingKids & Family12.16×
07Vegetable GardeningFood & Beverages11.21×
08Child safety seatKids & Family11.04×
09Cloth diaperKids & Family10.73×
10LegoKids & Family10.51×
11MothercareKids & Family10.44×
12Infant clothingKids & Family10.10×
13Baby foodKids & Family9.92×
14Infant bedHome & Garden9.80×
15Child developmentBusiness & Career9.08×
16Office DepotShopping8.41×
17Diaper bagKids & Family7.49×
18Landscape designBusiness & Career6.87×
19Alpine skiingSports6.79×
20Board gamesGames6.67×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Play-Doh 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 Play-Doh audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.31×
Design AffinityPREMIUM1.85×
Sports ActivityPOWER1.84×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Play-Doh audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.48×
Need for SecurityCONSERVATISM0.50×
TraditionCONSERVATISM0.58×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Play-Doh's target market in United States?

Play-Doh's target market in United States covers an estimated 1,760,263 people, concentrated in California and Texas.

02

What is the gender split and age of Play-Doh customers?

70.2% of the Play-Doh audience are female, 29.8% are male, with an average age of 33.6 years.

03

Which brands do Play-Doh fans like most?

Play-Doh fans show strongest brand affinity for Infant clothing (10.1×), Infant bodysuit (12.92×), and Lego (10.51×) over the country average.

04

Where do Play-Doh fans live in United States?

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

05

What other brands do Play-Doh fans also like?

Beyond Play-Doh itself, the audience over-indexes on Infant bodysuit (12.92×), Lego (10.51×), Baby toys (22.22×), and Baby food (9.92×) compared to the United States average.

Appendix

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How to read this data

Audience size is the estimated number of people in United States who actively search for Play-Doh. 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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