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Harry Potter is probably the current equivalent.

I’d say Minecraft as well

Marvel has been doing quite well for the better part of a decade, too.

Marvel’s got a constant churn of content with their characters though. And not just movies, there’s the comics they started in, there’s kid’s books, video games, etc.

If people are still buying tons of Star Wars stuff, and mostly just Original Trilogy stuff, that’s a very different situation.

Star-wars is kindof an exceptional case. The original was the highest grossing film of all time when it was released. Return of the Jedi came out years before I was born but the toys were still popular when I was a kid, despite them having not made any movies recently.

Interestingly enough, they've pretty much stopped making any toys for the Star Wars sequel trilogy but are continuing to make original trilogy toys. Some franchises are just that much more ephemeral than others.