Really? Have you read the latest manga? The basic premise of the storyline is you see the life of these kids (the current Shinobi) fight there predecessors in which they go 'wow our children really have surpassed us', the whole story line is based on one thing and that is Peace around the whole world, when you see the fighting it is not violent (although that alone doesn't make that fact that is aimed at kids) The Itachi and Saskue story might not be, but when they start talking about family bonds and the bonds of friends you can tell this is aimed for children, I think even the creator admitted it, also I heard (I do not believe myself) they killed Jiraiya because of all the Pervy Sage jokes weren't "kids" material, but I still think he died so the story line can progress