For a while now, the main target of the movie making industry is 14-18 male - apparently, this is the age group that goes watch most blockbuster movies (that's why a lot of the nude scenes are being edited and you don't here as many curse words - aiming for the PG 13 crowed).
It's easy to see how much money get spend on the teen and pre-teens crowed - just think of all the computer games, high tech toys, cloths, sneakers, bikes and so on that aim for the teen and pre teen.
Children tend to be very aware of brands and very loyal to stars (whether movies, music or TV) I think that marketing music for the pre-teen age group is almost obvious and had been going on for the past decade at least. most of the boy bands \ pop idols seem to appeal mostly to the 11-13 age group, I think the association with toys makes as much sense as the association to shoes or soda.
To me, actually it's a lot more interesting that the film industry is trying to target the Hispanic community then that they are trying to target pre-teens.