The audience is kids. PG13 but I’m sure they know Gen X’ers will take their younger kids (7+) to watch it.
It still bothers me that the toys are on sale before the movie comes out. And then they have toys for little kids even though they can’t really watch or understand it.
They probably know “adults” will watch the movie and buy the toys for their kids. I found myself doing that and having to explain to my kids who the characters were. Now I have an x-wing and a tie fighter that my son barely plays with, but I had fun opening it…
Disney Marketing trumps plot.