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The Insights Family data reveals big screen boost for classic kids’ IP

Market intelligence expert The Insights Family has shared new data on classic kids’ IP Barbie, Sonic the Hedgehog and Super Mario, revealing how their recent big-screen appearances are helping drive their sales and popularity.

“In 2023, the world of cinema has witnessed a remarkable resurgence with the return of popular and old characters, not only from the content realm, from also across other touchpoints, such as gaming and toys,” commented Rachel Bardill, svp marketing and product at The Insights Family. “In turn, across the past year, we’ve seen kids’ appetite for big-screen visits being revived and licensed purchases related to favourite films growing by a third.”

Following this year’s cinematic releases Barbie, The Super Mario Bros. Movie and Sonic the Hedgehog 2, The Insights Family’s data reveals that:

  • The number of girls aged 6-9 wishing to own a Barbie doll has seen an increase of 24% between Q1 2023 and Q2 2023.
  • The number of girls aged 6-9 naming Barbie as their favourite character has grown by 38%.
  • The number of 6-9 year olds naming Mario Kart as their favourite video game has seen a quarter-on-quarter increase of 41%.
  • During the first half of 2023, Sonic the Hedgehog ranked 1st as the favourite film among the target demographic of boys aged 5-8 (7.2%).
  • Across the past year, the number of tweens buying toys related to their favourite films has grown by 34%.


“In an ever-evolving licensing market, the resurgence of beloved icons demonstrates the enduring power of storytelling,” continued Rachel. “The revival of classic IP like Super Mario, Barbie and Sonic the Hedgehog is not just nostalgia, it’s a testament to the timeless appeal of these characters. They not only captivate new generations, but they also constitute a bridge where parents and kids come together in shared enjoyment and create lasting connections.”

To get in touch with The Insights Family, email

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