I think this Caleb and Sophia thing is going to backfire on them. It's like Barney and the 'clean up, clean up' song, trying to get kids to think cleaning up is fun. Kids know they are being indoctrinated. They know when parents are buying just 'educational' toys and that the others are usually more fun.
Now kids have grown up a little and are really annoyed by Barney, ESPECIALLY that clean up clean up song. This stuff works on only very small children, once they're 7 they're starting to think 'that Sophia was stupid to give her money away instead of buying an ice cream. And Sophia is annoying. And Caleb and Sophia is for babies.' They're going to remember all the reprimanding and rules those videos were showing, and they're going to hate it. They're going to rebel in a way that WE never have.