This has been a big part of my thinking since I left the film. ESB got a ton of mileage out of the extended Battle of Hoth and the bounty hunter sequence alone, and while Bespin was less inherently toyetic on screen, Kenner still managed to pull some cool stuff, too. Last Jedi did not have any scenes like either of those, or anything on that level for kids.Visually, TLJ didn't sell toys. After all, what scene would any kid play out from it? Maybe the throne room, but the rest was very dark and boring compared to how ANH and ESB was for us.
I don't want to go into the movie (my thoughts are in the appropriate thread) but a huge reason for its popularity with critics, I think, is that it was much lower on action sequences and world-building for more character stuff. I don't oppose this approach on paper, but one key result is even the two main action sequences are very small and basically character beats. The Throne Room sequence gave us some cool merchandise, but even the commentary on that is often reframing it as anything but an action scene, part of the emotional story, and then you have the Battle of Crait, which ultimately never becomes a full-scale battle... with the main action element, Crait Luke, being unknown to Hasbro. The space battle is mostly focused on a couple key vehicles and their pilots - cool but not enough to make kids go out and buy it. Then we have Finn/Rose on the Star Destroyer, which for all of the flack from adults as not being plotworthy, was probably a much more fun element for kids, and it's a shame the Finn/Phasma 2-Pack didn't end up on shelves imho since it was one of the more straightforward action moments. They tried very hard with Canto Bight but there's not a lot of time spent there.
The stuff on Ach-To with Luke, and Kylo Ren on Force-Time, that stuff is designed to connect with older audiences, but I can't imagine a kid finding much fun in it. I actually really like Ach-To as one of the ST's better contributions, but it lacks the complex environment of Dagobah, and Old Man Luke lacks the kid-friendly appeal of the wise but silly-looking Yoda. It was very much a Star Wars film aimed at adults instead of children - and I think that's part of why it has appeal to a certain audience that enjoyed it, so I'm not saying that in an insulting way - but those are facts as far as I'm concerned. R1 did prove you can tell a more adult story and still be toyetic though.