But see, why are you limiting your scope by calling the genre nothing more than kids' material? Are the Western superheroes merely kiddy things? Of course not. While the target is of course kids, superhero media is full of things that cater to the older audience.
I hate how people use the "kids' show" ruse to excuse anything that goes on in toku. Great writing is something that should be baked into the "cake" itself, not as some superfluous dressing. Don't limit yourself to seeing toku as one static thing that's just a guilty pleasure.
Big Two superheroes are directly aimed at the 18-35 crowd today. As are most of the movies produced based on those properties.
Whereas the cartoons based on those self-same are aimed at a younger crowd and generally are a far lighter and free-wheeling fair. I don't expect the same thing from Transformer: All Hail Megatron as I do from Transformers: Animated. Just because Batman is on an acid trip in RIP, does not mean I expect the same in Brave and Bold. As the demographic skews higher, storytelling becomes more subtle and robust. (theoretically)
When viewed for it's intended audience, a work is then judged on those merits. The first live-action Transformers film was a horrible film for a Transformers fan (in my opinion). But taken as a mainstream action movie based on the property, I feel it was a success. (the box office generally bore out the same judgement)
Plus me looking at decade, If I were to even pick an age demographic, I would say 7 and up. I can imagine anybody just flipping through channels and catching interest. Story and plot aside ( whether it's bad or not). Young and Old.
The commercials surrounding the broadcast of Decade confirm the demographic they're aiming at. Young children, possibly topping out around 11 or so.
Sure, we wanted them to aim higher, but that's pretty much where Toei's going. Or are the Terebi-kun cut-out masks for teenagers?
Kamen Rider is no longer the show Ishinomori created. This franchise is long divorced from those halcyon days. Were he still in charge, I'd say you might've been right. But he's not. Toei is. And all Kamen Rider is to them is a vehicle to sell toys. See: Den-O.
So you can hate that it's called a kids show, but hey...that's what it is. Sentai and Kamen Rider are kids' shows. That's the reality. I've never seen a broadcast of an Ultraman show, so I cannot gauge the intended audience. Garo was definitely for adults. As was Sh13uya. So on and so forth. The Toku genre has space for all comers.
And as a final statement on intended audience, I was horribly disappointed with THE NEXT, as unlike the main franchise, the NEXT was built for an older audience, and so I felt they did a disservice to the work.
How were you dissapointed?! was it because they didn't do a good job with creating an alternate Inui Takumi?!
I felt Faiz was underutilized in the two parter as they used it primarily to showcase the new Rider, Diend. I also distinctly felt the loss of the Faiz wrist flourish, even though it wouldn't have fit with the character.