Making a great movie filled with interesting and beloved character takes talents and lots & lots of hard work.
Selling cheap, plastic merchandise to 6 year olds just takes a large ad budget.
Of course, what Disney doesn't want to see is the real characters last for generations - the Disney's Princesses were characters long before they showed up on bed sheets and diapers. But how many people today buy Strawberry Shortcake dolls or other plastic toy creations?
Maybe one day Disney will actually care about what they make. And then they'll be successful again.