YES, It is primarily for kids...you guess if you're a ladder, a cheeseburger, a dog, etc. Adults can play this with the kids for sure and it be fun enough. BUT, I purchased this for my kids. Just so you know, the 4 year old pretty much just tells everyone what they are, so ages 6 and up would be what I would consider this game.
Their is two versions one for kids like pre-teen elementary and their is another version for older kids and adults I am not sure about the box colors these days but it was a red for kids and a blue for adults last year. I got this for my neice and nephews who at the time were 6,4, and 3 years old as something that could play for a few years.
We opened this game for early Christmas last weekend, and our two grandchildren, ages 6 & 8 enjoyed playing with the two of us. Other adults in the household found it to be humorous to see the 4 of us with the headbands and cards on our heads. It was fun, and very age appropriate for elementary students.