“Star Wars has always been one of those franchises that absolutely crossed gender – it covered all demographics,” Filippatos said. “But the product line, historically, has been very very boy focused and was very much geared towards boys despite the fact that these were characters that resonated very strongly with all parts of the population.”
She said that Disney focused on making the product line more reflective of the interest for women as well as men.
Sounds to me like the agenda here is to appeal to more women and foster an overall wider fan base moving forward. Leading to the franchise being more profitable on the whole.