Star Wars was huge following the original film’s release. It only built up until Empire came out. But Empire didn’t do as well theatrically as the original. But it was the glory days of toys. I’d say between 79 and 84 was the peak. After 84/85, the Star Wars section in stores shrank and a lot of stores never got some of the later toys. Then it was out on video. Then the West End Games RPG, then the Power of the Force toys, which were everywhere. Not quite like the good old days where there was an entire aisle of Star Wars toys, but a pretty good selection. Some classics were brought back. The momentum carried through the 97 SE and Episode 1. But like the first Trilogy, it dropped off.
I would say Star Wars was at its most popular around Empire and at it’s second most popular around the SE and early PT.
The movies themselves have always been popular. I would say in many ways they are more popular now than ever. But we have a more diverse set of fans where some favor the OT, some the PT, and some the ST, and some one or more of the TV series. I’d say Baby Yoda/Grogu has been as popular as the original film was, and like the original film merchandising, no one was prepared.