Mario has two big advantages over Zelda in terms of sales.
1. SMB and SMW were packaged in with the NES and SNES. Similar to the success of all Wii Series games that were bundled with something.
2. Mario has so many spinoffs including the already mentioned Mario Kart series while Zelda basically has just as the mothership titles.
Pokemon also has the advantage of several spinoffs and the marketing scheme of gotta catch 'em all red/blue business. In my house there are 2 Diamonds and a Pearl so that my brother, sister and I can all play our own games. We only have one TP and one PH in comparison.
On the other hand though, Donkey Kong is not far behind Zelda's sales and there hasn't been a proper DK game since 64.
By the way, Zelda isn't my favourite series, I really don't have one but those CD-i games are awesome. I'm glad I never even knew of them until recently.
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