They have no idea who their market is anymore and I cant see that changing anytime soon. Its safe to assume that Solo toys will sit on the shelves.
I feel like their target is multi-tiered. In other words-- everyone. The problem is, while Star Wars invented that demo-- one that could attract kids and adults alike, they are also going to break it. Back in the 70s, that didn't exist. Adventure films and family films didn't cross over very much. That gave birth to the Amblin era where the high concept summer blockbuster was something that was stiull pretty unique-- maybe a few movies of that ilk over the summer, and one at Christmas. The summers of 82-83 being the peak I think.
But that demo is over-serviced now. Between Star Wars, Superheroes, and Pixar showing you could make a movie for kids and their parents at the same time, on top of every old genre franchise getting a new crack at things, this is no longer a niche market.
They want to make a movie for everyone. but "everyone" has a lot more options. While I don't agree with you that angry fandom is representative of the majority of fandom, I do agree that fandom is pretty divided. There's the OT purists, the Legends purists, the anti-Disney crowd, etc. Even before Disney came aboard Star Wars fandom was pretty divided between the Pro-PT and anti-PT crowds, with the EU junkies caught between.
I think it was dumb of them to push and release Solo on the heels of TLJ which, even if you like it, is heavy and exhausting to sit through.
So their target is everyone, and that demo is over-serviced.
They need to either spread it out and make Star Wars films a special event again (unlikely), or they should make smaller budgeted films, with more precise audiences, which is also unlikely as it would divide the brand.
We'll have to see how Episode 9 and the next spin off do in order to see if this is a pattern or a fluke. Marvel is going strong with their numbers. No matter how many think pieces or tired fans do you see insisting there's fatigue, the numbers are consistent. That's what they want for Star Wars.
Personally, I think they should follow the Pixar model more than the Marvel model. Instead of a shared universe like Marvel, make Lucasfilm itself the brand. So people aren't looking for the next STAR WARS movie, they are looking for the next LUCASFILM movie. They have Indy, they have Willow, they could come up with something else. They could focus on mini-franchises instead of a barrage of shared universe films.