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The thing is, two of the kids are old enough to be able to pose now (one of them is probably in portrait training already ahead of his first coin/stamp)...they've only got to get the wriggly one on the left to be still and look in the right direction for a moment. I've got an 11 and 8yo and it's not that hard to get a photo of them with their mum.
Scrabble
The most reasonable explanation is "have you ever tried to get 3 kids to stand still for a photo?" - but it strikes me that if you're after good PR then a photo with your kids showing a bit of personality would be far preferable to the black-smile zombie-kids photo they put out?