Just look at most of the Star Trek toy lines over the decades. With the exception of the Mego action figures with fabric clothing that were released before Star Wars
first hit theaters the Trek lines have paled and suffered in comparison to the toys and collectibles associated with the six live action SW films and their numerous spinoffs. The Playmates action figures of the nineties and 00's were a noble effort to mainstream Trek toys and lay claim to a chunk of the market, but for the most part they were unsold and unloved except by die-hard Trekkers who wanted plastic representations of their favorite characters.
Star Wars toys are bought in legions by kids who know nothing of the Saga other than Darth Vader, Ahsoka Tano and Jar Jar Binks...not necessarily in that order. The marketing by Lucasfilm outstrips Paramount's handling of Trek by light years.