I, too, can see some strong connection to the toy industry. I remember hearing or reading about George Lucas inserting General Grievous and the chase with Obi-Wan Kenobi into Ep.3 out of sheer necessity for more toys in the franchise. Same goes for the ton of different Clone Troopers that did not serve any story telling purpose at all (not counting the CT´s in the Clone Wars series, where it indeed helps to have all the various types of clones).
I am not sure if DIsney has a larger or better connection between their movies and their merch, but I am sure that it is a bit less caring, or at least "removed" from their merch, due to the divergence in product. So, caring for the fans is part of what JJ does (isn´t it funny that we already accepted the abbreviation "JJ" as a replacement for "GL"? Or is that just me?) and Kathleen Kennedy, but it does not look like the higher uppers at Disney do. With the Marvel franchise, although there is already a very strong fanbase, it´s easier for them, since there is more leeway. The SW fans are special, caring and knowing so much.