When I first saw the commercials, this is what I thought- "Oh, another little kid's movie. Oh, how nice. Wow. The commercials are so stupid. Who's going to see THAT?" I waited until the last minute to see it, and it was 'Simply Amazing!' It had a great story, good role models, and it wasn't too 'little-kiddish' for lack of a better term. The storyline was great, and Toothless was so cute! Acted just like a dog and a cat mixed together. (It's also great in 3D, if you do not mind me saying :))
However, it is suggested that 'dragons have killed hundreds of us!' And that people 'kill dragons' and things like that. There's a lot of disgusting ways to die listed when Hiccup is going through a book of dragons. It says things like 'spits fire, never misses target: Very dangerous, kill on site.' Well, I still loved it, really I did. There nothing bad in it except for maybe the hat joke, and when Hiccup's father says, "All h*** breaks loose." But overall it was amazing! Loved it! You will, too! Don't even hesitate!