Honestly, Illumination is still a small studio in comparison with big studios like Disney, Pixar and Dreamworks, despite having the successful Despicable Me franchise. Illumination shouldn't rest on their laurels with just one franchise because fads come and go (*ahem* Shrek and Ice age). And their fans will eventually grow up. They should be riskier and more competitive, now that they have money for it. Though, I doubt their studio name is now a household name. I wonder if the kids even know who made the Minions, they might even answer that it's from Disney.