They're more family oriented. That doesn't mean that they're targeting kids though. They want your dad, your mum, you, your baby brother, your great granddad that doesn't even know what year it is, and your cool older cousin. They want everyone to play their games. And what's wrong with that? After all, who won the last generation again? Because it wasn't Sony or Microsoft.
Sony and Microsoft are still very much targeting the people who are already gamers. Which is all well and good, but you have to expand to make the most money. Which is what Nintendo is willing to do. They make kid friendly games. They make family friendly games. They make brutal mature games too. And frankly, a mature game is not something which has guns and blood and hookers and big explosions. If anything, that's a game aimed at kids more than anything else, or at least, twelve year olds.