It's only weird because they have ignored the market for too long, imo. Business-wise, I think it's dumb that nobody but Nintendo is going after the family-friendly market. I don't have kids, but I love me some Pixar movies and occasional Nintendo games. In fact, Nintendo seems to be the only console maker... no, developer to try to hold that market. I always thought somebody would come along and make a brand that stood out. It could even be a subset of another publisher. Just my 2¢.
Edit: I do realize that there are Disney games and Lego games. This isn't exactly what I mean. Disney isn't even the Disney of videogames. They were actually not all that good at it. The Lego games are ok, but yeah... Nobody has done anything close to Nintendo, basically. No branding like that.