Cashing in accompanied by movies (particularly good movies) strikes me as more acceptable merchandising (to my mind less cashing in) than cashing in that is accompanied by no movies. I feel the 90s cashing-in stank. Star Wars was mostly all cash-in then, unlike before when it was the movies and their accompanying material. And when the 90s cash-in was finally accompanied by movies, they were mutilations of Star Wars. The huge 90s movie-less cash-in left a bad taste in my mouth. There were so many more Star Wars books in the 90s than in the 70s or 80s and I never could see the point to so many of them. So many books and games and this and that -there wasn't that bulk of that stuff back in the old days, though you could get Star Wars party cups if you wanted them.