I don't have kids, but I've been around them nearly all my life since they've always been in my immediate family. I know that there are just some kids movies that kids don't like, or have no interest in seeing for whatever their reasons. Same as adults. I do agree with you that the Madagascar series definitely has far more appeal to kids than to anyone else, hence how they've grossed what they have, so I don't know that will be a big issue for this movie. I'm guessing the kids that liked the first one probably liked the 2nd, and will have some interest in this one. I still don't think it will have good WOM though. And I think it's insulting to a kid's intelligence to say that all they care about is bright, funny cartoons. They may like those too, but kids can look deeper than that. If they couldn't, there's no way Pixar movies like Wall-e or Ratatouille could have made over $200m.