James Cameron's Avatar sat at #1 of the box office for a LONG time and yet nobody was collecting Avatar merchandise. Everybody went to see that movie and yet it left almost no footprint on pop culture except blue alien jokes. Box office scores are good (though it depends on how much you spent to begin with, and Star Wars probably has a HUUUUGE marketing budget), especially if you want bragging rights, but my own experience is that sequel merchandise is just a lot of pegwarmers.
Have you been to Animal Kingdom? They have a whole, gorgeous Avatar land.
Did you know that he has four sequels coming?
I'm just pointing out that most people would kill for this kind of failure.
But I'm glad kids enjoy Rey! That's good! Kids deserve their own heroes too.
They do. Although it's still kind of weird to me that there is a certain generation that grew up watching Star Wars cartoons that think of Stormtroopers as the heroes. That is just wrong.