I would say Pikachu is bigger than Mario too. You ask my patents, who are grandparents, and they even know Pikachu and Pokimon - and none of their grandkids ever played with it. It's just so popular in culture you can't help but be aware of it.
Like Justin Bieber and Angry Birds, even if you don't want to know about it, the media always puts it in your face.







