Another interesting comparison is how interest worldwide in the Star Wars franchise in general compares to other big franchises, like Harry Potter and the MCU:

This comparison shows while interest in Star Wars was at an all time high in 2015, interest has slumped considerably since the release of TLJ, and currently is at an all time low. Both the Harry Potter franchise and the MCU garner significantly more interest today with the MCU getting a significant boost in the last few years, and the Harry Potter franchise sustaining interest despite the lackluster reception to the latest Fantastic Beasts entry.

The waning interest in Star Wars also explains the disappointing Star Wars toy sales:

Hasbro Star Wars revenue for 2016 was about $333 million, in 2017 it was about $243 million and in 2018 it was about $161 million. Some have argued in the past that toy sales in general have been on the decline, but this graph proves that argument doesn’t hold, since the interest in Marvel/Avengers toys has seen a healthy increase, and since 2018 consistently surpass interest in Star Wars toys by a wide margin:

Finally this graph shows the strong relationship between the cumulative yearly interest in Star Wars in general as measured on google trends, and Star Wars toy sales:

The cumulative interest for this year stands at 56, which translates roughly to toy sales of approx. $100M, a number that might double by the end of the year, but still amounts to an over 50% drop compared to the periods around the releases of ROTS, then the conclusion of the Skywalker saga, and TFA.

On the basis of these graphs, I would conclude that Star Wars as a brand is clearly on the decline, and whatever strategy was chosen by Disney and Lucasfilm hasn’t worked out for them, whilst the strategy of the MCU has been extremely successful thusfar.