TFA does more than a few things that aren't great from a marketing perspective.
The first big one is that, yeah, it's really really dark. There's some jokey jokes, like BB-8 giving a blowtorch thumbs up, or Han Solo saying "that's not how the force works", but there's nothing at all absurd or incredible about the situations the characters are in. The space nazis are more space nazi than ever. The threats are more dire than ever. Even the thrust of the story, the call to adventure, is darker and bleaker and sadder than it ever was before, a starving scavenger on a dead planet teaming up with a runaway child soldier. Is this supposed to be ****ing funny? Because it's not. It's a huge stylistic departure from the OT. Even the prequels suffered from this problem in retrospect, although not nearly to the same degree.
The second big one is that they've taken away the "happily ever after". Star Wars is a space fairy tale, and the "happily ever after" is an important part of that. It's riskier and more interesting to subvert this, but not exactly something that'll appease an invested ("entitled") audience. Basically you can imagine if Disney made Aladdin 4, set 30 years after the previous one, where Aladdin and Jasmine went through a nasty divorce after their kid finds Jafar's lamp and uses it to murder a bunch of his classmates and become an evil sultan. That's risky, I'm sure someone would have a lot of fun writing that fan fic, but is it something Disney should do? Would little girls still want to dress up as Jasmine knowing she becomes a bitter, regretful divorcee? Are people going to enjoy the original movie the same way, knowing that what they used to consider a heroic triumph was actually leading toward greater darkness and misery? Because that's basically where we are, Disney has basically done this, just to a different franchise.
The third is that there's no table stakes. I mean it this way: you aren't invested in the conflict you see on the screen, you aren't ever given any reason to be attached to the minor characters or the planets you see, so why would you ever want to re-enact any of the battles at home? I'm not really talking about the little kids Hasbro playset stuff, which mostly don't seem to be targeted at the ~cool~ market so much as the ^cute^ :3 market. I mean the video games, Lego sets, models, board games, stuff like that. The expensive stuff, the high margin stuff, mostly purchased by or for older kids and even adults. The only Episode 7 video game was the Lego one. Everywhere else, if there's prequel or sequel content at all, it plays a distinct and distant second fiddle to the OT
and even the original, excised-from-canon EU. Licensees really don't seem to care as much about the new stuff, and that says a lot about how much they think it's resonating with audiences. Both today and in the longer term.
But hey, huge corporations are super competent and infallible and I'm sure Disney knows what they're doing.
