Star Wars hasn't collapsed, but it isn't cool among the kids anymore. There is much better stuff out there for kids and young teenagers. Take the Star wars Battlefield games as an example - those games were contentless, badly designed crap and quickly went to available-for-free. Even for free I could barely play it for an hour. Another example, when the new movies came H&M had star wars t-shirts in their stores, I never saw a single person with that new storm trooper helmet on their chest in my city.
Star Wars huge size and market came from all the toys it sold, now that is pretty much over.
Why is star wars not cool among the kids any more, when being a geek is very cool, sci fi is cool, much more than in the 80s and 90s.
Why is it that almost every generation had star wars fans yet kids don't find it cool any more NOW?
Perhaps it's because this new type of storytelling has no market appeal. It appeals to narcissistic preachy writers in hollywood, but not to anyone else.
Star Wars huge size and market came from all the toys it sold, now that is pretty much over.