Remember that "we are all god's forgotten neopets" tumblr post???? Like, that's hugggge as far as a marketing concept - your market is nostalgic, depressed and nihilistic, and that translates to a huge demographic who has the disposable income to flex their childhood neopets fantasy in a way they couldn't when they were ten - you want a draik? Basically free. You want beautiful clothes to dress him in? Ten bucks, with paypal - instant gratification.
The aesthetic of the site is so iconic - it can be pastelly kawaii, it can be early 2000s edgy; it's a time portal into who you were when you were eight in your computer room. It's a children's site, and it remains so despite the player-base being almost exclusively adult, because it's a space for the children we were. IMO the ethos of the site has always connected with the inner child, rather than the literal child - it's an innocent, creative, imaginative space and that's appealing as you grow up and have less and less of those spaces in your life.
Self-care, and connection with one's childhood joys are a huge thing in popular culture right now - look at adult colouring books. Neopets could fill that niche, and still remain accessible to all age groups. So many people learned how to code, write, create art, create virtual communities, and do all sorts of stuff on neopets - it's a safe corner of the internet where things are simple - I can see wanting that for my kid if I were a parent, but I can also see the same benefits for my peers, and there's no reason it needs to be mutually exclusive.
I worry that JS pr is really concerned with marketing and packaging their product in a way they think will be well-received, rather than starting with the innate strengths of the platform and building a publicity campaign that's authentic to the actual experience of the site. Keep it weird, keep it kinda janky, keep it heartfelt.