STAR WARS has always been a kingdom built on merchandise.
It’s advertising Star Wars themed trainers and clothes, and while some people may moan about Lucas raping their childhood again, it has been ever thus.
That’s why Lucas is a multi-bazillionaire because when he was negotiating with Fox to make the first film, he asked for relatively little money. Instead he wanted all the merchandising and sequel rights, which were thought to be worthless by the studio suits who quickly agreed.
Cue endless toy, game, clothes, video, and everything else products with a galaxy far, far away being used to sell loads of stuff and build the 43rd wing of the Skywalker Ranch out of solid gold.