Up was for adults. Kids enjoyed it because of Doug and the other dogs and the action and the funny old men, but it didn't captivate them the way that Inside Out or Frozen or Finding Nemo or (ugh) Cars did. Nobody bought Up bedsheets or lunchboxes. I think Pixar knew this.
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See also Ratatouille. I /like/ that Pixar can get away with this from time to time.
End of conversation
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