Iron Man is neither Marvel’s #1 character nor their mascot.
It’s still Spider-Man.
Iron Man is the centerpiece of the MCU but he’s never outsold Spider-Man once since 2008.
Spider-Man generates more news stories than Iron Man in nerd and popular press.
Spider-Man has had 10 TV shows where he is the main or central character, 3 of which have aired since 2008. Iron Man has only been a central character in 8 TV shows in his entire existence and in 6 of those he wasn’t even the main/central character
Spider-Man merchandise outsells all Iron Man and Batman merch COMBINED.