I think an important part is that the typical &quot;profitable&quot; Star Wars fan isn&#x27;t a kid anymore: they are in their late 20s to 40s. Probably white and male. Now with enough disposable income to buy a lot of stuff, and kids they&#x27;ll take to the new film and buy toys for.<p>But what appeals to them isn&#x27;t necessarily what appeals to kids, and while the parents <i>pay</i> for the toys, the kids <i>pick</i> the toys. Their market research might have indicated that this is what the typical Star Wars fan wants (or maybe wanted a few years ago, due to changing perspectives in the past decade that weren&#x27;t apparent during the last rush), but they aren&#x27;t selling toys to the people that are already Star Wars fans.<p>(Toys as in kids&#x27; toys, not &quot;Collectibles&quot;)