When is merchandize too much?

In a few weeks the new Star Wars movie will be coming out. It is the most recent movie in the saga that has been made in the last 10 years. People are going crazy over it! It's crazy to me how a single movie can create such a brand for themselves.
Many view movies as something for entertainment or a way to escape their reality for a few hours while they unwind. But there's a whole other side to the movie industry that is not obvious at first glance. I've noticed while I walk the aisles at Target they sell Star Wars everything. They have everything from coffee cups, arts and crafts, clothing, and even Star Wars themed Christmas decorations. They have taken a whole movie saga and turned it into a brand. They can sell the rights to plaster the Star Wars logo on literally everything to other companies to make different items that make money. Now the movie is no longer just a movie, it is a brand.
This is just another aspect of consumerism in our society. When someone falls in love with a classic movie like Star Wars there is a need to buy everything related to it. We see all of these different items and not only does it make the consumer feel the need to buy it, but it also is a sense of free advertising for the movie. It's not the same type of advertising that new movies need to do, because everyone knows Star Wars. It is the type of advertising that creates excitement around the release for the new movie. As an advertising major it's really cool to see how Disney has taken a classic logo like Star Wars to promote the new movie. However, I think that when movies sell their rights to make merchandize like this it adds less value to the brand. No one needs Star Wars lingerie, yes they really do sell this, but because companies can make it knowing someone out there will buy it, they make it. Even if it is extremely ridiculous.