It seems like a great idea - you make colorful apps, that are easy to fiddle with and you sneak in coding under 'move dinosaur few centimeters to the left' cover - but 'real' programming is not very much like this - it might create false illusion to those children, that it's and fun and easy, and you get real programs working after 5 minutes.
Illusion, that will break to pieces when confronted with real world - and I think that disillusionment might actually discourage kids.