The problem with Star Wars toys is, I think, threefold.
One, is that the people who buy the toys aren’t interested in the new characters. Most seem to want OT characters most, then PT characters second, with little interest in ST characters. It also doesn’t help that the ST characters are not visually dynamic – they mostly look like men in suede jackets, and Rose in her mechanic’s jumpsuit. Also not a lot of aliens to add visual diversity.
Two is Hasbro. Since the Disney acquisition they’ve been peddling a bunch of over-priced, low quality crap. It’s too expensive for kids and too low in quality for adults collectors. Nobody wants a shitty-looking Millennium Falcon that fires nerf darts.
$150 for this piece of shit?
$300 for this? Are you fucking kidding me?
And then there’s also the issue of case assortments of figures. When it comes to action figures, they are sold to retail in pre-packed cases, where they have to buy six action figures nobody wants or everybody already has in order to get two that will sell. And, of course, the flippers buy up the “rare” figures and sell them at a mark-up on eBay. This is why you walk into a toy store or Walmart/Target and they only Star Wars action figures they have are ten Finns and fifteen Jyn Ersos.
Three, they refuse to put out things people might actually want. It’s been something like ten years since they put out a decent version of Luke’s Red 5 X-Wing. Try to find a 6" R2-D2 or Boba Fett or Darth Maul in a store. They have to start putting out more of these “evergreen” toys instead of pushing those shitty-looking Resistance Bombers and Crait Speeders. New collectors want to start out with the most popular toys, not the stuff you’re pushing from the new movie.
I don’t know if these policies come from Hasbro or Lucasfilm, but they’re absolutely destroying the Star Wars toy market.