I learned to shoot by shooting little plastic army men... Had a lot of good men die that way.
I've said this before about Angry Birds, and the same applies here. People complain, but that line probably netted you a figure you otherwise wouldn't have gotten, like Plagueis or something. Angry Birds were on clearance? That means little without you having a sales sheet to know what was paid, what sold, what it sold for, how fast it sold, how much overall sold, etc.
Angry Birds, and this command line of figures, are cheap... That's the bottom line (no pun intended), and cheap can take a hit like a clearance, so long as an acceptable number of them sell, ultimately.
Given how many kids I see with Angry Bird Star Wars t-shirts on just anywhere you go, I'm not surprised Hasbro tried toys tied to the game. They seem (according to Hasbro) to have done ok too.