Why Do Character Parades Resonate So Much

Picture this scene. You are standing in a crowd, anticipation building around you, there is a low hum of excitement and suddenly - there they are. A beloved character, larger than life, right in front of you. The kids freeze. The adults gasp. Phones go up. And somewhere in the middle of it all, something genuinely special happens.

At Rainbow, we've had the privilege of seeing this moment play out time and time again. Five-character parades last year alone, and many more over the years - and the reactions never get old. The buzz in the room, the sheer joy on people's faces, the feedback we receive afterwards. It's honestly unbelievable, every single time.

A standout moment for us was 6 months ago, returning to the Trafford Centre after a 6-year hiatus for their much-loved character parade. This made us think a lot about why character parades hit so differently from any other experience, and it turns out there are some fascinating answers.

Character parades can relate to a multitude of ages, offering nostalgia, excitement and something different for everyone.

Children experience pure, wide-eyed stardom. These characters aren’t just cartoons to them; they are real. Seeing them in person is the same as an adult meeting their celebrity hero. The excitement is completely unforgettable. We see this at all the events we attend; however, with parades, it's multiplied by having numerous characters in front of them at once. There aren’t many opportunities to experience this.

Adults experience something slightly different; psychologists call it parasocial relationships, which is the emotional bond we form with fictional characters over the years of watching them and growing up alongside them. These bonds are surprisingly deep, and research shows people respond to beloved characters in a similar way to responding to someone genuinely close to them; your brain is recognising someone you already love. Adults are often as visibly moved by these parades as the kids, as the feeling of nostalgia takes over, or the excitement they feel on behalf of their child who is a superfan of Bluey or Peppa Pig, seeing them before their eyes.

Parades have been a global phenomenon for decades. People crave coming together and celebrating, and the numbers speak for themselves. Think Macy's Thanksgiving Parade, Pride Parades and more. Trafford Centre Parade reached full capacity and the centre saw its most successful day ever. And when we take to the floor at Brand Licensing Europe and The Toy Fair the walkways fill within minutes, crowds pressing in from every angle, eager to catch a glimpse.

Parades aren't just a spectacle. They are one of the few experiences that genuinely bring people together - across ages, across backgrounds, across generations - in a moment of completely unguarded joy. The science backs it up, the crowds prove it, and at Rainbow, we see it with our own eyes every single time.

Whether it's a child seeing Bluey in the flesh for the very first time, or an adult unexpectedly tearing up at a character they loved thirty years ago, something real happens in that moment. It can't be replicated by a screen. It has to be lived.

That's why we do what we do. And as we look back at what we were up to over 6 months ago at Trafford Centre and the scenes that stopped the whole centre in its tracks, we're more motivated than ever to keep creating these moments. Because in a world that moves fast and often feels disconnected, a character parade is a rare and wonderful reminder that some things still have the power to make everyone stop and smile.