Tamer, I can't speak for anyone but myself... I've been a figure collector since the 70s. As you know I'm one of the old guard, 51 this August. I collected MEGO, Metal Men, Micronauts and Star Wars when I was a kid. Had the Shogun Warriors, Big chap Alien yadda yadda yadda.
I haven't purchased a Star Wars figure to "collect" in a couple of years. I buy em' and chop them up to make something else. The new films just don't speak to me. To my surprise, and especially after TLJ it's as if someone turned off a faucet. I have nearly zero interest in the franchise. I go back to the first three films and that's it.
At 51 years old I have 3 children. Late bloomer. All girls ages 12, 9 and 5. I observe them and their friends and kids now-a-days seem to be uninterested in physical toys. All they seem to want are their devices. That's problem #1 with whats wrong with collecting and distribution these days. My kids are okay with Star Wars, but only IV, V and VI. They're bored during the prequels (as am I) and they can't stand the new stuff. I really tried to get them, and me, into the Disney offerings, but they hate em'. Girl hero power and all... lol. What a bunch of crap.
Luckily along came Marvel. My girls love Marvel and the MCU, and so do I. When I see an MCU film I feel a lot of excitement as I did back when Star Wars was young. It's been a great bonding experience for us. Guardians Of The Galaxy has certainly filled the Star Wars void for me.
Now on to the point. I've been collecting the Marvel Legends. They're better made figures. They're super cool characters who are relatable to boys and girls without forcing (no pun intended) it down our throats. Also, and a big deal, BUILD A FIGURE. I buy Marvel figures I don't even want so I can build that really cool figure in the series. I know some of you guys wan't that vintage packaging. And it sucks if the bubble on the card is too big and all that jazz, but I'm not buying packaging. If 1:18th and 1:12th Star Wars figures packed the quality and build a figure punch like Marvel I think it would help turn things around a little for Star Wars. S#!-, I would have even purchased a Rose figure if there were a fantastic BAF part in the box.
Question: Dear Hasbro, Why don't you standardize your action figure collections across the board? Cool packaging along with quality figures and BAF parts. Standardized connections for arms, heads and legs. Maybe even make all figures to come apart as easily as the build a figures so kids and adults can tinker with them and make what they want. Is this not a better selling model than what we have now. Can't all departments weather it Star Wars or Marvel work together to offer something innovative and imaginative? Just my thoughts on this subject.