McDonalds is doing the same thing - All the Ronald McDonald and kids stuff is not just for the families: It's a long-term strategy.
Do you know any adults who buy happy meals... for themselves?
I've read that adults are very loyal to brands they used when young; in the case of an article I'm thinking of, it was the manufacturer of a first car. So I have to agree.
You bring up an interesting point.
If you're in the target zone, do you know you're in the target zone?