Recently I posted about a YouTube channel by the name of "Midnight's Edge", as that channel covers the ongoing trainwreck that is the Star Trek franchise and the imminent failure of Star Trek: Discovery. If you haven't checked out that channel and watched their videos on the matter, please do so; the inside baseball alone makes it worthwhile.
Of course I wanted to find one for Star Wars, and--while by no means as informed on the business end as the Midnight's Edge crew--the people at World Class Bullshitters. They're a crude bunch at times, but they are on point. Watch, but not with young kids around.
What got my attention was this video by one of the crew therein talking about how the merchandise is still rotting on the shelves, especially Rey and Finn action figures.
Remember the source of George Lucas' wealth: getting merchandise rights from 20th Century Fox over Star Wars. He had no shame in turning every possible element of the film into something you could be in the store, and we who grew up with it remember that too well. Of course Disney would continue doing that, and--hear me out here--this is a smart idea.
The problem is that you have incompetent twats driven by ideology over data calling the shots. The reason this is not a bad idea is that you can track your merchandise sales to find indicators of what your audience is, what they like, and what they would rather punt down a shaft into the Death Star's reactor. Use that data to improve your product.
I can hear the MBAs going "Basic Bitch Business 101, duh." from here. Guys, Lucasfilm doesn't do this because it's run by cultist ideologues. You'd think the combination of (a) all that Rey merch rotting on the shelves, (b) massive fan hate for Rey, and (c) equally bad mockery of Rey would result in a top-down directive to change fucking course but that's not happening because Lucasfilm's head is a death cultist pushing Muh Feminism as an executive mandate.
In short, you have an irrational business plan being implemented and enforced by an irrational individual working off Muh Feels and not any objective data or other empirical information- other than how to deflect criticism of The Narrative. Comics, games, movies, TV- all the same bullshit, for the same reasons, producing the same results and getting the same reactions: Double-Down! This is textbook insanity, folks, driving by a textbook cult.
And that's why I can only hope that the crash is truly colossal and catastrophic, because nothing less will dislodge the death cult from the franchise so it can be taken up by sober-minded people who know how to run a global media corporation competently. (Yes, that means taking Lucas back on in an advisory capacity; don't force him back in the driver's seat--he's retired, so let him stay there--but listen to him when he talks about his own creation, dammit.)
In the meantime, I encourage everyone who has the skill and the will to do so to fork and replace Star Wars. It's long past time for Alt-Culture to become a thing.