Excellent and interesting ts. Kudos.
I think the market isn't big enough to have themes and games only catering to ten year olds.
Granted you can get some young people interest, but you will probebly loose home users, since dad and mom wount pay 5k+ for a pin with a for example minecraft or emoji theme.
What i think is needed is themes that can attract and span over multipel generations.
Stern is terrible at this. JJP did a good atempt with wizard of oz, but maybe a bit old of a movie.
I would love to see a toy story, which has been speculations on, or maybe a monsters inc, with closets Doors to open.
Granted, thoose two example, May Come with licensing trouble, but as a General, im certain this is The way forward.
(wouldn't it be great if JJP got the licens for aladin, incorparating a bit of totan, and maybe a mix from The animated and new version of the movie)
Making kids interested, also has the benefit of having future customers.