I’m not a parent and I don’t know any kids but I do have thoughts/feelings about comics related to my own childhood and how I grew up with them.
I’m going to take a stab that Ironheart is popular because of the “Marvel Rising” cartoon on Disney… or YouTube or… wherever the hell it is. They also made a girl’s line of dolls (like the DC Superhero thing Mav mentioned) that are in Target. I MAY only know about this because they have a Squirrel Girl doll… which also comes in two flavors, one with and without a special hat/outfit (just like in that Simpsons episodes!) Annnnyyways….
I got into comic stuff around 8 thanks to Fox Kids cartoons and a few years later watching anime like Robotech which involved love triangles, abusive relationships, and I guess incest (anime is weird sometimes?) So… part of me wants to say this stuff is for everyone. Some of that stuff in DC’s animated Batman? That shit wasn’t for kids, really… it was pretty dark a lot of the time.
I think, at the end of the day, it’s great having people like Wayne in a store who can help guide parents to getting stuff that’s appropriate for their kids and navigating which books might be TOO mature because they feature Batman and Catwoman boinking on a rooftop or something.
I do wish that the “All Ages” stuff was easier to navigate though. Case in point is Marvel Rising. The first series came out as a set of 4 or 5 different #1 issues with similar titles. The animated series came out on YouTube and then on TV and just seemed like a jumbled mess. I don’t exactly know what their marketing plans for that stuff are, but you’d think if you’re trying to get people in off the street you’d make things as simple and easy to access as possible.