Rascasse Audience Intelligence

Squishmallows Target Market in United States

A data profile of the people who buy, follow and care about Squishmallows in United States — modelled from more than twelve digital signal sources. Squishmallows has an estimated audience of 3,511,370 people in United States.

#8among Toys in United States#939among Brand in United States#231in Kids & Family

The average Squishmallows fan in United States is 36.7 years old, more female, and lives primarily in California.

The audience is concentrated in California, Texas, Florida.

Top brand affinities include Playmobil, Lego, Captain D's, with strongest over-indexing on Playmobil (54.78× the country average).

Demographically, the Squishmallows audience skews more female with an average age of 36.7, and over-indexes on personality traits such as Convenience Orientation, Extroversion.

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

The typical Squishmallows fan in United States is more female, around 36.7 years old, with strong Convenience Orientation tendencies and a notable affinity for Playmobil.

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 Squishmallows profile in United States.

Audience size
3.5M
in United States
Gender
61.1%♀
38.9% male
Age
36.7
average years
Country rank
#8993
Brand in United States
Fig. 01

Search interest · 12-month trend

-36%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Squishmallows

61.1% are female, 38.9% are male, average age 36.7.

Fig. 02

Gender split

61.1%
Female
38.9%
Male
Demographic split for Squishmallows audience in United States
MetricValue
Female61.1%
Male38.9%
Average age36.7
Estimated audience size3,511,370
Fig. 03

Age distribution

Ø 36.7
average years
Age distribution of the Squishmallows audience in United States
Age bracketShare%
16-1926%
20-2921%
30-3919%
40-4917%
50+17%
Fig. 04

Worldwide distribution

32.1%

of the worldwide Squishmallows audience comes from United States.

Worldwide audience distribution share by country for Squishmallows
CountryShare
United States32.1%
United Kingdom10.2%
Germany10.2%
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 Squishmallows audience in United States is strongest.

Fig. 05

Top regions by affinity

Squishmallows customers by region in United States
#RegionReachAffinity×
01West Virginia~20K1.25×
02Wisconsin~70K1.18×
03Nebraska~20K1.18×
04Indiana~80K1.17×
05Minnesota~60K1.15×
06Michigan~100K1.14×
07Iowa~40K1.14×
08Pennsylvania~100K1.13×
09Ohio~100K1.13×
10Kentucky~50K1.13×
11North Dakota~9K1.13×
12Illinois~100K1.07×
13Maine~10K1.06×
14Missouri~70K1.05×
15Oklahoma~50K1.05×
16Arkansas~30K1.05×
17Arizona~80K1.04×
18Alabama~60K1.04×
19Kansas~30K1.04×
20Utah~40K1.03×
21Texas~300K1.01×
22Tennessee~80K1.01×
23South Dakota~9K1.01×
24Alaska~8K1.01×
25North Carolina~100K1.00×
26Virginia~90K1.00×
27South Carolina~60K1.00×
28Oregon~40K1.00×
29Connecticut~40K0.99×
30New Hampshire~20K0.99×
31Washington~80K0.98×
32Idaho~20K0.97×
33New Jersey~90K0.95×
34Maryland~60K0.95×
35Colorado~60K0.95×
36Montana~10K0.94×
37Vermont~6K0.94×
38Massachusetts~70K0.93×
39California~400K0.92×
40New Mexico~20K0.92×
41Delaware~10K0.92×
42Georgia~100K0.91×
43Mississippi~30K0.91×
44New York~200K0.87×
45Louisiana~40K0.86×
46Rhode Island~10K0.86×
47Florida~200K0.85×
48Nevada~30K0.84×
49Hawaii~10K0.83×
50Washington, District of Columbia~8K0.66×
Fig. 06

Affinity by region

Affinity by region — Squishmallows, United States
0.66×1.00×1.25×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Squishmallows audience
#·InterestCategoryAffinity×
01PlaymobilKids & Family54.78×
02Captain D'sFood & Beverages11.46×
03Little TikesKids & Family7.28×
04LegoKids & Family4.81×
05Disneyland ParisTravel & Leisure4.13×
06Child developmentBusiness & Career2.69×
07Non-alcoholic beverageFood & Beverages2.06×
08Baby foodKids & Family1.98×
09High schoolBusiness & Career1.83×
10Scooby-DooMovies & TV1.78×
11Virtual realityTechnology & Electronics1.77×
12GameStopGames1.72×
13Board gamesGames1.68×
14Pizza HutFood & Beverages1.67×
15Spirit HalloweenKids & Family1.66×
16Renewable energyBusiness & Career1.66×
17Discount storesShopping1.57×
18SubwayFood & Beverages1.55×
19InnovationBusiness & Career1.55×
20Five BelowShopping1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Squishmallows 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 Squishmallows audience · What stands out
TraitClusterDeviationScore
Convenience OrientationPREMIUM1.30×
ExtroversionTHRILL1.19×
Community OrientationOPEN1.18×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Squishmallows audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.88×
Healthy LifestyleBALANCE0.94×
Quality AwarenessPREMIUM0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Squishmallows's target market in United States?

Squishmallows's target market in United States covers an estimated 3,511,370 people, concentrated in California and Texas.

02

What is the gender split and age of Squishmallows customers?

61.1% of the Squishmallows audience are female, 38.9% are male, with an average age of 36.7 years.

03

Which brands do Squishmallows fans like most?

Squishmallows fans show strongest brand affinity for Playmobil (54.78×), Lego (4.81×), and Captain D's (11.46×) over the country average.

04

Where do Squishmallows fans live in United States?

Squishmallows fans in United States are most concentrated in California (reach ~400K), Texas (reach ~300K), and Florida (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Squishmallows fans also like?

Beyond Squishmallows itself, the audience over-indexes on Lego (4.81×), Captain D's (11.46×), Pizza Hut (1.67×), and Subway (1.55×) 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 Squishmallows. 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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