Again, it’s not so much that SW has failed as Marvel has succeeded in an insane way. 23 films in 11 years, and very quickly snatching up the highest grossing franchise title (which it will hold perhaps forever - or at least our lifetimes). The reason for this incredible success is obvious: The Avengers. Here’s really a mega franchise that collects multiple sub franchises and enriched them all. That series has grown exponentially more popular with each crossover because the concept of a crossover is unprecedented, and the desire to see a live action superhero team up film was a strong one for the preexisting Marvel fan base and for others alike - and it was a desire that had been pent up for decades before it ever happened. It’d be unreasonable to expect SW to match Marvel’s success, and perhaps that was actually the problem behind a failure like Solo, where Disney was trying to more closely follow their winning Marvel formula - not every series can be Marvel, and truthfully, as of yet it’s unclear if any series can ever be.
For me, again it goes back to “who cares.” I’ll always prefer Star Wars, I did when I was a kid and it wasn’t the most popular in school, I did when TFA came out and was the biggest movie ever (sort of), and I still do even though Marvel has obviously eclipsed it and everything else. For me, I never felt like I needed my love of Star Wars validated. So, personally, I don’t care if Marvel is more successful. Maybe if they can some day make a movie as good as TFA or TLJ (let alone SW or ESB) I’ll care more. But until then, I’ll love Marvel, but I’ll just love Star Wars a little more, and how much money either makes couldn’t matter to me less.
Now I’m going to sound hypocritical, but I am curious how Marvel toy sales are doing, mainly because part of me is curious if kids even play with toys at all these days (if I knew any kids I’d ask).