I'm with you - I'm not crazy about merchandising driving creative decisions but it is part of the equation (a trap that even Lucas increasingly ran into after he accidentally "invented" modern movie merchandising with the original Star Wars - the kid-friendly ewoks came under fire for pandering to toy sales). And I don't think it drives all decisions - but it's also not a coincidence that Force Friday is now a "thing" to push sales months before a movie's release. Of course it's not just action figures (although they still sell 20 million or so of those a year) - it's books, video games, Legos, clothing, home goods, electronics, school supplies, etc. I saw a Variety article noting that TFA generated nearly $300 million alone in consumable product licensing - i.e., putting BB-8 on mac and cheese boxes or the SW branded make-up line. Didn't realize it until a bit ago - but the SW films have made billions more on home video sales than their combined box office.
Which I guess is where I was really going. The box office discussion only goes so far with SW - because it's only a fraction of the SW media empire. If the merchandising stays strong, the box office numbers only tell part of the tale.
Although I did have to laugh at the Obi-Wan comment - him, the Emperor, Grand Moff Tarkin, Chancellor Valorum, Sio Bibble, Count Dooku, Uncle Owen, Senator Palpatine - these guys' action figures weren't making it onto many kids' "must-have" list even back then.