How to read this list
Rank
Position in the Top 63, sorted by audience size from largest to smallest. Updated weekly.
Audience size
Estimated number of unique people in United States who actively engage with this audience, derived from anonymized search-behavior signals.
Country share
Share of the global audience that is active in United States. A higher value means the audience is more locally concentrated here.
Avg age
Average age in years across the people who engage with this audience in United States, derived from anonymized search-behavior signals. A dash means demographic data is not yet available.
Female share
Share of women among the people who engage with this audience in United States. 50% is gender-balanced; values above mean female-skewed, below mean male-skewed.
Ranking
| Rank | Audience | Audience size | Country share | Avg age | Female share | Subtype |
|---|---|---|---|---|---|---|
| 1 |  Lego |
21M | 17.9% | 34.1 | 66.5% | Toys |
| 2 |  Labubu |
14M | 25.1% | 31.7 | 54.7% | Toys |
| 3 |  Disney Princess |
11M | 37.1% | 31.7 | 69.1% | Toys |
| 4 |  Hello Kitty |
9.7M | 26.3% | 26.2 | 66.5% | Toys |
| 5 |  Barbie |
8.4M | 22.5% | 32.3 | 74.3% | Toys |
| 6 |  Hasbro |
5.6M | 51.6% | 31.5 | 57.2% | Toys |
| 7 |  Mattel |
5.2M | 29.7% | 33.8 | 60.4% | Toys |
| 8 |  Squishmallows |
3.9M | 32.5% | 37.9 | 62.0% | Toys |
| 9 |  Hot Wheels |
3.2M | 14.3% | 37.8 | 33.6% | Toys |
| 10 |  Build-A-Bear Workshop |
2.7M | 61.2% | 33.6 | 82.1% | Toys |
| 11 |  Crayola |
2.1M | 53.9% | 40.4 | 77.8% | Toys |
| 12 |  Play-Doh |
1.8M | 22.2% | 33.6 | 70.2% | Toys |
| 13 |  Lego Star Wars |
1.6M | 20.6% | 31.1 | 38.7% | Toys |
| 14 |  Lego Batman |
1.4M | 28.1% | 35.1 | 47.1% | Toys |
| 15 |  Little Tikes |
1.4M | 50.4% | 41.6 | 74.0% | Toys |
| 16 |  Lego Marvel Super Heroes |
1.2M | 31.2% | 35.6 | 39.6% | Toys |
| 17 |  Melissa & Doug |
1M | 66.7% | 41.5 | 75.0% | Toys |
| 18 |  Lego Ninjago |
895k | 19.7% | 30.4 | 49.9% | Toys |
| 19 |  Nerf |
877k | 15.3% | 37.6 | 49.6% | Toys |
| 20 |  Toniebox |
698k | 17.9% | 39.4 | 61.6% | Toys |
| 21 |  Lego Duplo |
640k | 11.1% | 34.4 | 53.8% | Toys |
| 22 |  Lego City |
625k | 14.2% | 33.4 | 50.4% | Toys |
| 23 |  Lego Mindstorms |
463k | 22.0% | 35.7 | 52.6% | Toys |
| 24 |  Lego Minecraft |
458k | 9.6% | 33.7 | 42.0% | Toys |
| 25 |  Playmobil |
447k | 4.4% | 39.4 | 56.3% | Toys |
Want the full picture for any of these audiences?
Open any profile to see psychographics, top regions, peer affinities and demographic splits — all derived from the same anonymized signals.
Frequently asked questions
How is this Top 63 list compiled?
Rascasse aggregates anonymized search-behavior signals across United States and ranks each toys by its estimated audience size. Only entries with at least 5 measured entities are listed.
How often is the list updated?
The ranking is refreshed weekly from the latest search-behavior data and re-published as a static page.
What is the largest toys in United States?
Lego currently leads with an estimated audience of 21M people in United States.