>>7788190>I think toy sales have dropped off pretty intensely over the past 10 years Anon>>7788219>they weren't touching Star Wars stuff, because there was very little to connect them to it. And there was an over saturation of the property.>>7788765Toy sales are up and doing decent for kids and adult alike. Lego has gone from near bankrupt to one of the biggest toy companies ever that can afford its own store chain like never before in the 80s or 90s, even though "no one is buying toys in 2010s".
The only major property where toy sales doing well isn't the case is star wars, which has been plummeting since 2017. Despite having had four movies come out, they've made less money on toys now than in the past where there hadn't been a movie out in years.
The kids are the marvel generation. They're about shiny cool superheroes doing cool things and happy endings. Rian's "subversions" to generate controversial adult opinions don't mean anything to a generation experiencing these stories for the first time, and nostalgia won't reliably get parents to take their kids to the new movie because they've been fooled three times in a row.
What is the kid going to reenact on the playground? The movies that avoid colourful aliens and laser sword battles, or the movies that have shiny robot men flying and shooting lasers to help their superhero friends lift buildings and deflect bullets? There's a reason Iron man is in every toy wave and they're pushing the iron-man spider as his replacement.
The star wars toys themselves are brown, grey, tan, beige, and brown humans, competing with crazy ass characters like a man who shoots lightning at will, a giant purple man, a racoon, a sassy tree, a bulletproof ninja in all black, etc. Even when they do something right, like make a shiny chrome stormtrooper, what happens in the movie? She sucks and dies. In that order.
But yeah, it's totally "toy fatigue" and "kids only buy electronics now".
