They seem to be trying to somewhat shake the kiddie image and appeal to college gamers while maintaining a family friendly image, so that they'll still sell to kids, but also sell to teens and young adults, and older adults that want to have adult games but also share their console with the kids. Their marketing is about as good as you could get for accomplishing this, and they are making steady inroads towards this goal. However, I think some of the kiddie vibe to their brand is clinging on, and they have a ways to go before it's completely gone. However, by the time they finish, they'll have appeal across the ages without losing their iron grip on the market for console games for younger children.