Just looks like an excuse to write about natto. Nothing is surprising at all about Pokemon branded natto that is packaged without mustard.
1) natto is a breakfast food for all ages. Is it weird that we have cartoon characters on cereal boxes?
2) kids typically don't like hot english mustard which is what natto is packaged with
Natto is awesome though... good by itself (though really needs the mustard) and also can be dumped into noodles or soup for added flavour/protein.
PS: if you're gonna try it most asian grocers carry it and this brand is good: