As the resident 5" GoA fan, I feel it is worth pointing out that my local Wal*Mart reset the toy aisle. The planogram called for an obscene number of pegs for lightsabers(all empty as of today), three pegs for Vintage figures (which as of today had 2 Jawas to man them), a 2-foot wide shelf for Black Series (today's stock was Jannah, Rey/D-0, and Luke Skywalkwers)...and no GoA space (or vehicle/playset space for that matter.)
Granted, my Wal*Mart is one of the small stores that hasn't had a spot for the playsets or vehicles since the Vintage TIE fighter anyway, but dropping the "kid friendly" line that fast seems indicative that it's not doing so well. Weird, because there were only a couple Chewies and Airtroopers left after Christmas at that store.
(And I can handle all of the Star Wars absence because I saw the new Lanard "Aliens" sets and I think those are all going to come home with me eventually!)