Here's the thing re: toy stuff. I gotta be honest, but I think the core market for it is just...dwindling. Kids don't connect with toys the way they used to, at least based on my own observations.
My daughter is 8 now. Over the years, we've bought her various toys, from stuff in the Peppa Pig line, to Fisher Price figures, to Bluey, to Star Wars Misssion Fleet, to Barbie. Thus far, the only stuff with staying power has been the Star Wars and Barbie stuff, and even that stuff she plays with sporadically. She plays waaaaaaaaay more with her stuffed animals, usually playing pretend with them. She still plays with the other stuff, but we gave away the Peppa, Fisher Price, and Bluey stuff. Mostly she's just...meh on the bulk of it. She'll think a toy is cool, but in terms of what she actually plays with, it's not especially consistent, and she often loses interest in things and then just moves on. She was SUPER into Harry Potter, consumed EVERYTHING associated with it, and then...just moved on as soon as she finished with it. Now she's on to Percy Jackson, and in another month, who knows?
She's getting into creating stuff on her mom's iPad, and she's always enjoyed this or that kid-oriented game on some touchscreen device. I think in an environment where kids cycle through franchises fast, where nothing really lingers, and where toys are just one thing to play with (rather than the ONLY thing) and compete for playtime with electronics, it's really hard for toy brands to dominate the way they did before the Nintendo was invented, ya know?
I mean, a ton of us here grew up in the late 70s/early 80s, at a time that was just the perfect storm for toy lines. You had the deregulation of children's television, you had a lack of really compelling electronic alternatives (I mean, yeah, there was the Atari, but it was all extremely rudimentary), what could you do? Play with toys. Play with the toys that were on the shows you watched, and where each new season or episode introduced a new toy. Now? Kids play Minecraft or Fortnight or play with their stuffies and then go draw a thing on Sketch or some other creative app on a touchscreen. Why stock a toy aisle under those circumstances, apart from selling to the aging collectors market?