My gut reaction is that this is a good idea. It will definitely help develop logic and mathematics skills. I am concerned by the focus on "web and mobile", though. It seems like it would be better to focus on raw computer science for a program like this.
I'm sure that children are going to be more interested in what they can create using programming rather than honing their computer science skills. The web and mobile provide great opportunities for children to play with programming and make something fun.
However, I don't think the languages we use do. Bear in mind I'm talking about young children here - I believe the best approach is to provide ways to abstract away programming complexities (i.e, typing stuff) in the same way we abstract away other complex subjects.
I'm a huge fan of Scratch, which is developed by the MIT Media Lab and is influenced by Logo (http://scratch.mit.edu/) - it's a visual programming language, but one that's coupled with online sharing to encourage people to engage and respond to programs people have created.