The demographic of middle-class 7- to-10-year-olds is under-exploited from a marketing standpoint. My tongue is only partially in my cheek on that one (as in it sucks but its true).
Obviously this market segment has been targeted in the past. Its just the cartoons that worked in the past do not cut it anymore. The writing is on the wall. Kids are increasingly connected to pop culture. Way more than I am. The only thing slowing them in their embrace of technology is their parents who still park them in front of the TV.
Kids seem to be doing everything at younger and younger ages. From dating to joining gangs*. Young kids always want to be like the older kids and now there are people providing their own pop stars, singing and rapping at a first grade level.
The video is here. What market do you think is being targeted?
*I have personal experience with the latter through working with inner-city youth. Not only are existing gangs recruiting at younger ages than they have in the past, but it is becoming common for youth who are still too young to form their own gangs. In my experience this has been at the ages of 11 and 12 or so. Obviously this really sucks....