I really like this movie, Disney actually did good. I was a little worried they'd dumb it down, but instead they managed to keep it simple without being condescending. Yes, there is a lot of marketing based around it, but seriously people - it's toys and t-shirts. I'd rather see little ones playing with fairy toys than plastic guns, and I would think it's much easier to clothes-shop for kids when they have something to relate to.
Tweens and teens might get embarassed to say they like it, but my whole family (me, mom, dad, and a 12-yr old boy) all love it enough to get the sequel.