Rascasse Audience Intelligence

Lego Star Wars Target Market in United States

Lego Star Wars has an estimated audience of 1.6M people in United States.

#14among Toys in United States
#1866among brands in United States#348in Kids & Family

The average Lego Star Wars fan in United States is 31.8 years old, more male, and lives primarily in California.

By number of fans, Lego Star Wars ranks #14 among the 63 objects in Toys in United States — 6.5× the group median.

Its fans are 4.8 years younger than the group average of 36.6.

Women make up 38.7% of the fan base, 11.6 percentage points fewer than the group average.

Compared with the other 62 objects in Toys, Lego Star Wars fans stand out for their interest in Dexter's Laboratory, Gossip Girl (novel series) and Captain America: Civil War.

Most fans live in California, Texas, Florida.

Top affinities include Lego Marvel Super Heroes, Lego Batman, Dexter's Laboratory, with strongest over-indexing on Lego Marvel Super Heroes (84.74× the country average).

Demographically, the Lego Star Wars audience skews more male with an average age of 31.8, and over-indexes on personality traits such as Patriotism, Mindfulness.

The typical Lego Star Wars fan in United States is more male, around 31.8 years old, with strong Patriotism tendencies and a notable affinity for Lego Marvel Super Heroes.

Category: Kids & Family · Type: Brand · Subtype: Toys

Data status: Q2/2026 · Source & method

Section 01

At a glance

Audience size
1.6M
in United States
Gender
38.7%♀
61.3% male
Age
31.8
average years
Country rank
#16774
among all objects in United States
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Lego Star Wars

38.7% are female, 61.3% are male, average age 31.8.

Fig. 02

Gender split

38.7%
Female
61.3%
Male
Demographic split for Lego Star Wars audience in United States
MetricValue
Female38.7%
Male61.3%
Average age31.8
Estimated audience size1.6M
Fig. 03

Age distribution

Ø 31.8
average years
Age distribution of the Lego Star Wars audience in United States
Age bracketShare%
16-2443%
25-3420%
35-4418%
45-5413%
55+6%
Fig. 04

Worldwide distribution

21.0%

of the worldwide Lego Star Wars audience comes from United States.

Worldwide audience distribution share by country for Lego Star Wars
CountryShare
United States21.0%
Germany12.2%
France7.9%
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

Fig. 05

Top regions by affinity

Lego Star Wars customers by region in United States
#RegionReachAffinity×
01Utah~30K1.60×
02Montana~7K1.34×
03Idaho~10K1.32×
04Alaska~4K1.29×
05Arizona~50K1.25×
06Nebraska~10K1.18×
07Wyoming~3K1.17×
08Washington~40K1.16×
09South Dakota~5K1.16×
10Oregon~20K1.15×
11California~200K1.14×
12North Dakota~4K1.13×
13Wisconsin~30K1.11×
14Minnesota~30K1.11×
15Maine~7K1.07×
16Colorado~30K1.05×
17Iowa~20K1.05×
18Illinois~60K1.04×
19Michigan~50K1.04×
20Oklahoma~20K1.04×
21Indiana~30K1.03×
22Kansas~10K1.03×
23Ohio~60K1.02×
24Missouri~30K1.02×
25New Hampshire~6K1.02×
26Nevada~20K1.00×
27Vermont~3K1.00×
28Alabama~20K0.98×
29Kentucky~20K0.98×
30Virginia~40K0.97×
31Tennessee~30K0.97×
32New Mexico~10K0.97×
33Pennsylvania~60K0.95×
34Texas~100K0.93×
35Massachusetts~30K0.93×
36Rhode Island~5K0.92×
37West Virginia~8K0.91×
38North Carolina~50K0.89×
39Connecticut~20K0.89×
40Florida~90K0.86×
41Arkansas~10K0.84×
42South Carolina~20K0.83×
43Delaware~4K0.82×
44Hawaii~6K0.81×
45Georgia~40K0.80×
46New Jersey~40K0.79×
47Maryland~20K0.76×
48New York~70K0.72×
49Mississippi~10K0.69×
50Louisiana~10K0.63×
Fig. 06

Affinity by region

Affinity by region — Lego Star Wars, United States
0.63×1.00×1.60×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Lego Star Wars audience vs. the country average
#·InterestCategoryAffinity×
01Lego Marvel Super HeroesKids & Family84.74×
02Lego BatmanKids & Family73.80×
03Dexter's LaboratoryLiterature46.65×
04Gossip Girl (novel series)Literature44.19×
05Captain America: Civil WarMovies & TV42.86×
06Chess.comSports41.40×
07Pokémon (video game series)Games34.09×
08Final Fantasy VIIGames31.64×
09Captain America: The Winter SoldierMovies & TV29.01×
10Miniature wargamingGames27.05×
11WebtoonInternet & Social Media26.56×
12Tabletop role-playing gameGames24.90×
13Fairy TailLiterature24.15×
14Digital paintingArts & Culture20.97×
15HarmonicaMusic & Radio20.83×
16Gothic fashionFashion & Accessoires15.85×
17MLB.comSports15.25×
18Jenna OrtegaMovies & TV10.68×
19Tabletop gameGames10.67×
20SupermanMovies & TV5.09×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Lego Star Wars audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Lego Star Wars audience vs. the country average · What stands out
TraitClusterDeviationScore
PatriotismCONSERVATISM1.37×
MindfulnessBALANCE1.34×
SustainabilityBALANCE1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Lego Star Wars audience vs. the country average · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.35×
DIY MentalityTHRILL0.40×
Risk AppetiteTHRILL0.47×
0×1.00× baseline2×
Appendix

Explore more audiences

More Toys audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Lego Star Wars over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
07/2025 – 06/2026 · updated quarterly · data status Q2/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q2/2026, rascasse.com/explore/us/lego-star-wars-473” · Methodology