These guys have a great home run. If they haven't figured it out, they are one of if not the first game company to introduce interactive Esherism into a game where it is not overwhelming nor confusing to the mass public. The simple geometries and subtile new age soundtrack gives it broad appeal.
If they are managing this right, the hundered or so "experts" that showed up in their lobby were smiled and nodded away keeping their vision pure. Getting an expansion pack as an in-app purchase is a good move.
Next move is to franchise this environment. Please, do NOT hire a Hollywood / SoCal "expert." Franchising is simpler than you think and you can do it yourself with a handful of new college graduates. There is plenty source material on franchising on-line. Start off with the clothing, then the figures, port to other platforms, even a comic series on-line.
Keep away anyone that tries to use the platform for their political agenda (be it left or right) and don't let anyone persuade you "owe society" for your success by paying into a charity they happen to "manage." Keep a hunk of cash to last you years as games are like pop music, the hits are not regularly schduled.
Remeber what got you to where you are, keep those ethics and work practices and you'll all be fine.
