This is what I wrote on a Star Wars site when I read the same news. I feel the Star Wars brand is in much worse shape than the Marvel Legends brand, but some of the same types of things could apply in the years to come. Right now Marvel Legends still has a good character supply to draw from, although I think there is a danger of collector fatigue. In my opinion, Hasbro needs to be careful with what they do going forward, and their Haslab projects need to return to the level of the Sentinel and Galactus.
$17-$18 dollar basic figure price points for 3.75" figures
No vehicle support that doesn't surpass $100 on store shelves for old molds.
Two consecutive Haslab failures.
$25+ dollar 6" figure prices.
EVERY figure is a re-issue, or a deluxe piece with a new gimmick to add cost, like a backpack, an extra blaster, a store "exclusive", or a character "tax".
I can't remember the last time I've seen or read about a "new" figure. One without reusing parts or a simple repaint, in either scale.
The unpopular plastic free packaging.
A business model that charges more for fewer customers.
Consumers leaving the line day by day.
I stated more than five years ago that this strategy was destined to failure. I suggested a new toy company like Mattel acquire the line, or perhaps Disney sign over the rights to the company that did the Jawa Sandcrawler, a vehicle that had a $100 price tag, came with electronics, play features, was a decent scale, and had two figures.
I was rebuffed every single time with the same sets of arguments even though it was clear that the line will end with Hasbro, if things do not change, and drastically so.
When pressed for an answer as to why it wouldn't be viable for a company, say Mattel, to take over the line, I was informed that the fan base, (meaning themselves), wouldn't want to purchase Vader's and Luke's again from another company. I responded that nobody makes anybody buy anything, and maintain that the line would be much better off with another company - mainly because it couldn't get any worse.
I was wrong, and it has gotten worse, a lot worse.
It's time for antiquated, fear based, and frankly arrogant thinking to end. If collectors want to collect Star Wars figures in the future major things have to change. Either Hasbro has to do a 180, which they can't - they are simply too handcuffed and have the wrong business model. Or someone else needs to come in and get a shot at fixing the line.