Basically another wrapper around Blockly, looks like.
I teach coding to kids (age 6-12) every other week and pretty much all the systems we have use block-based programming like Blockly and Scratch. Very many of these kind of tasks also use popular characters. Code.org has lesson plans with Angry Birds, PvZ and Minecraft, IIRC. Kano has a coding kit in which you program a Harry Potter wand. Lego Mindstorms have a Star Wars Droid Developer kit with R2-D2.
I’m a bit surprised that Rabbids have enough of a pop culture presence for it to make sense to build this kind of product, but otherwise this seems pretty standard for the field. High production values - though in my experience kids don’t really care about this all that much. I find it disappointing that they require a log-on to Uplay to download this. I’d happily introduce this in a class, but the requirement to download an always-on games client and sign in with a private account on a dozen+ school machines makes this a very hard pass.
It’s not too abstract for kids - block programming is actually as close to a perfect way to teach coding to kids as exists. My youngest boy was able to solve even complicated code.org puzzles at age 5, way before he was capable of reading (he saw big brother working on it and of course insisted on trying himself) or writing more than handful of words.
For an older/teen kid, it may be too simple, but don’t be too sure. I usually have parents in my classes helping out with the kids, and I’ve seen more than one parent struggle with tasks that some 7-year old kids breeze through. As @Wendelius say - it’s not about writing code - it’s about teaching the problem-solving and logic-thinking approach that you require to do basic programming.