I'm a little mixed on the subject. One the one hand, it sounds incredibly stupid. On the other hand, I have enjoyed the 5 or 6 episodes of Marvel Super Hero Squad I've caught with the kiddies. It's entirely silly and actually quite amusing.
So... I guess it could be good if handled well. However- I don't think a title like "Squishies" is really a good sign that they're off to a good start. :(