Wow. If any of the "powers that be" still have doubts about the marketability of a permanent Star Wars land at the Studios, I would encourage them to take a look at that line. They are sitting on a merchandising gold mine there.
George could have told them that - he was one of the first to do a major merchandise tie in to a movie. And THAT is what made him rich. It's estimated that the merchandising licenses for the first three films (IV-VI) brought in at least $3B.