If it's aimed at kids wouldn't it make more sense to feature cutsey versions of Animated or Movie characters? And not to do it as an expensive hardback?
We're talking about the same guys that are currently running a 12-issue maxi-series set in the same continuity as their previous titles that completely ignores said continuity. The ones who keep employing Alex Milne. The ones who ran Spotlight: Mirage. The ones comfortable putting out a book titled "Wicked Extreme Totally Styling Badass Dinobots ROCK". The same ones who've basically fired Simon Furman but are pretending they haven't, presumably so he can run a meaningless tour of some province or other.