I've read a fair amount of Gaiman, and
American Gods is probably the best of his works not deliberately aimed at children. I'd think he'd do better if he lost the somewhat incestuous relationship he has with his fans, since you often get the feeling that he's writing at a particular audience, something that probably dates back to his breakthrough with
Sandman.
I had to laugh on learning about the previous
special edition of this book (with associated reading copy so you don't mess it up!) Can't help thinking of those people with shelves full of pristine toys in unopened boxes....