Perhaps but I still believe that a good toy will sell itself regardless of the fiction behind it or even production numbers - Crap toys would not sell well on their own regardless of the number produced.
It's not just other companies in which we have seen good toys sell without any real fiction or character recognition behind them. We have seen a fair few mainstream released Hasbro toys sell really well regardless of character recognition such as some of the non-movie ROTF toys and even some from DOTM line.