I think NOA has made a concious decision to focus more on the kids market specifically, perhaps because of sales data from the latter half of the Wii/DS generations in North America that probably skewed more towards kids/family.
Europe got Penelope Cruz, but North America got these ads for NSMB2 and U:
http://www.youtube.com/watch?v=xMuLzRxrNYI
http://www.youtube.com/watch?v=RBlBe06Xm0c
Prominently centered around kids. Luigi's Mansion 2 spot stars a kid. Most of the Wii U commercials center around kids first too, whereas "Wii Would Like to Play" was probably a little more geared to adults.
I also think this is why the US/Canada gets the more "kid appealing" red/blue 3DS XL's but the white XL is a no go.
Also the bulk of Nintendo's TV marketing in the US seems to center of kids channels like Cartoon Network. I've never seen a Wii U ad during prime time in the US or Canada.
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