Star Wars was the only game in town when we were young, and the spectacle of it was incredible at the time. Plus tweens didn't exist, and what used to be one demographic has been split into several. I don't think kids have changed all that much, but their world is saturated with storytelling choice in a way ours wasn't.
Thinking of the fandoms of my little cousins (8-10 years old)
They seem to be big into harry potter, assassins creed, walking dead, transformers.
for halloween the kids dressed up as harry potter and suicide squad.
None of them seem to care of star wars too much.