"On the Wii and Nintendo DS, we're driving those brands to a younger audience ... work out what will be the best game for an 8 to 12 year old audience."
Precarious statement. Although it isn't always the case, when a developer says something like this, it is often their more subtle way of telling you a game will be easy. It is a shame that the 'child-friendly' tag carries such a connotation, because it doesn't have to be that way. I'm sure I am not the only one who played and completed some punishing games at that age - it is not required for a game to be easy to appeal to a child. The accessibility factor isn't a problem; in fact, it's much preferable for a game to be simple to understand and control. But it should still put up a good fight along the way.