Cynic hat on . . . I'm not sure I get this. Looks like an effort to promote an illustrator more than actually achieve the stated aims.
The reasoning is simple: Alan Kay and others have repeatedly demonstrated kids have a far greater aptitude for this stuff than is generally accepted. The packaging in this manner isn't the problem, the problem is the programming environments around today don't tend to do anything the kids are interested in without overcoming significant hurdles. i.e. unless you can do graphics easily forget it.
Back when I grew up in the 80s every 8 year old had to do Logo at school, partly to teach maths, partly to teach programming constructs. This was the part of the week almost everyone liked most. Make pictures, do maths, play with robots - what's not to love?
So, hope that theory is wrong, but it sets off too many alarms for now.