TLJ didn’t have many exciting characters/new offerings. The First Order Troopers were all the same (since the film took place a day later). Rey, Finn, Poe didn’t see much change. Snoke’s character is dead halfway through. DJ was no Lando. There was no new Yoda for this part. Even Luke didn’t have a lightsaber until the very end, and they didn’t sell that figure.

At least with Rogue One, there were new Troopers, new Droid, new characters (Baze/Krennic/etc). With the new saga films, I’m sure for most kids, once you’ve bought a Kylo and a First Order trooper, you’ve got all you probably wanted.