As a matter of fact it's perfectly clear. They started out as a mild indie band, built a pretty decent fanbase and, as that fanbase grew up and started having kids, they began making music for kindergartens and creating elaborate, family friendly live shows. And - Ta-dah! - their fans multiplied like Gremlins in a swimming pool. So now, they don't even have to try. They just create mundane music to go with their wristband choreographies.