First, let's state the obvious and get it out of the way. This is a crass piece of corporate product, an animation studio working more as an IP farm than as a storytelling unit, and it exists so that Dreamworks Animation can continue to wring money out of the "Madagascar" franchise. It is a perfect example of marketing driving the machine.
It's also a profoundly silly movie that really isn't even trying to play by the conventional rules of family animation. They nod to creating a sentimental arc between Private (Christopher Knights) and Skipper (Tom McGrath), but they don't dwell on it, and they handle it with a fairly deft touch. The main goal of the movie is just to be ridiculous, and it does that in spades.