That's an interesting point - I mean, "Falling down" is a really good movie, 75 % on rotten tomatoes and 84 on the popcornmeter - 7,6 on imdb. And there the "Toyetic"-thing rears its ugly head again: The studio wanted to sell merchandise, so the movie had to be shot accordingly.
By the way - the movie was written by Akiva "Star Trek: Picard / Star Trek: Strange new worlds" Goldsman? Heck, I didn't know that.
Thing is, Batman Returns on the face of it was very toy-etic. Batman has several different vehicles, the Batmobile goes through a major transformation (which warranted it's own toy from Kenner), he does that glider thing, among other gimmicks, warranting its own action figure, a battle-damaged Catwoman figure would have been justified by the movie, the Penguin has his own vehicle, his Red Triangle gang was full of characters worthy of action figures, I mean, I'm just gonna copy and paste from the film's
Wikipedia page:
"The Red Triangle gang includes the monkey-toting Organ Grinder (
Vincent Schiavelli), the Poodle Lady (
Anna Katarina), the Tattooed Strongman (
Rick Zumwalt), the Sword Swallower (John Strong), the Knifethrower Dame (Erika Andersch), the Acrobatic Thug (
Gregory Scott Cummins), the Terrifying Clown (
Branscombe Richmond), the Fat Clown (Travis Mckenna), and the Thin Clown (
Doug Jones)."
I mean, an Organ Grinder figure with the organ rotating machine gun action feature just immediately springs to mind, that's toy-etic AF.
So, the problem wasn't that Batman Returns didn't lend itself to making toys, the problem was the tone of the movie. It was perceived as too dark, too openly sexually themed, too violent, too scary, and the Penguin as too gross. Parents complained, they didn't want to buy the McDonald's toys, they may have bought a lot of different Kenner Batman variants, but the villains weren't a big seller.
That's why Burton was let go. And Joel Schumacher was a pretty decent choice as a new director for Batman. Now, there were several studio mandates that happened during pre-production. Robin had to be in it (for real, this time, having been planned and discarded in both of the Burton movies), they hired a prominent comedian for the villain who, while being the secondary villain in the movie, had the whole marketing build around him, it was supposed to be more kid-friendly. Batman wasn't supposed to kill in this one, a stark departure from the character in Returns.
But the script for Forever was still relatively deep and serious, being all about Bruce Wayne's trauma. It felt a lot closer to the comics at the time. And while Schumacher made the film more colorfull, it was still pretty dark, visually speaking. The Flying Grayson's dying was depicted in the movie, Dick Grayson's arc was all about overcoming revenge and survivor's guilt, the latter he shares with Bruce. The musical score, while not being as gothic as Danny Elfman's, was still pretty gothic with a bit of industrial sounds mixed in. The vehicles are spikey and have a skeletal quality to them.
However, the movie was butchered in editing. Whole subplots were dropped that would have fleshed out Bruce's character arc in the movie a lot. The continuity was changed, making some action scenes appear to be rather random.
And, of course, the villains were really reduced to being updates of the kind of gimmikey villains from the Adam West show.
All these changes were made to make the movie less dark, more in tune with the attention span and humor of children. And when Schumacher recognized that, and talks for the sequel started, he just went ahead and made it more kid-friendly to start with.
And when Batman & Robin bombed, he was ready to go darker again. But the fanbase had picked Schumacher as the man to blame, and the studio heads were all too happy to play into that, making Schumacher toxic for the franchise and pretty much any genre work.
There actually is a "Schumacher Cut" of Batman Forever that is closer to the original script, but it's not quite ready for release (with unfinished effects, color timing and score). It does exist, Kevin Smith apparently even screened it once unannounced for the audience of one of his podcasts. But WB has not been willing to finish and release it, which is a real shame.
For the time being, I'm gonna recommend the junior novelization of Batman Forever by the late comic writer Alan Grant, which was based on the original screenplay and gives a bit of a sense of what the movie could have been.