As I noted in my introduction, an important critical requirement for any film is that form must in some fashion reflect content. Imagery should buttress, reflect, or augment our understanding of the story presented. A good film can’t merely carry deeper meaning around on a character’s tongue…or else the movie becomes radio with pictures. And yet surprisingly few films these days effectively manage this (necessary) feat; to truly deploy visuals in a manner that makes pictures convey thematic meaning.
On the other hand, as my review of Return of the Jedi pointed out, the franchise's overt appeal to childhood set legitimately started there, with all the burping aliens and Ewoks. That's a bit of a shift from Star Wars and The Empire Strikes Back, but not one you can blame The Phantom Menace for instigating. At this point, it's a fait accompli. Selling toys and bringing in the kids is a marketing strategy.