Star Wars has always been political, Lucas is about as left wing San Fransisco artist as it gets, lol, American Zoetrope was basically nothing but an artists conclave in San Fran for experimental filmmakers. The Emperor was originally conceived to a knock at Republican president Richard Nixon, the "Rebels" are basically the hippie/revolution counter-culture movement against the right wing military establishment. The Ewoks are also an analogy for the Vietcog fighting the American war machine. Lucas has said all this stuff himself. Revenge of the Sith also took clear shots at George W. Bush's invasion of Iraq.
As for toys ... no one plays with toys anymore, kids want iPads not action figures, the toy industry is basically just going to be 1 aisle in a Wal-Mart or Target, there's no market for plastic junk. The action figure/toy/doll market is dying and has been for a while, The Force Awakens just gave it a solid push because it was an event picture, spurred on by a decade long wait.
Marvel has thousands of pre-existing character properties from 70+ years and thousands upon thousands of comic books, you can't really compare anything to Marvel other than DC. Marvel is not really meant to be some kind of singular universe, Marvel's philosophy was basically to make a comic book for anything kids of the time might want to read. So you have horror (Blade), sci-fi (Guardians of the Galaxy), mideval fantasy (Thor), mystical/magical (Dr. Strange) modern urban heroes (Spider-Man), etc. etc. in one universe, Marvel gave no fucks about if things really made sense or tied together when making up these characters, they needed to go home on a Friday and would just come up with some goofy thing they thought maybe 50 kids would like to see and that was the extent of the thought process behind it.
The result is franchise fatigue is not going to hit Marvel as hard because they have multiple genres they can tap into. Star Wars is basically only sci-fi/fantasy anyway you want to spin it.
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