I don't know what that means. If Nintendo isn't kid-friendly then who is? Who are most of the games they've made for the Wii U aimed at?
Maybe this only means advertising. Perhaps it's even relative to Japan and not the rest of the world. If I remember right, the Mario 3D commercials had a famous adult actress in Japan but a bunch of ratty children in the American version. Maybe they want ratty children in all versions?
Perhaps Yarn Zelda is just around the corner?