^This.
I think it's more Bandai than Toei, though, and their addiction is really Momotaros. I can give you one clear reason though why it keeps coming: girls. Don't ask me why, but to give an example, half the theater on Saturday was the target audience--5 year old boys and their dads, the old and new generations of KR fans--but the other half was girls in their 20s in little groups, no sons/dads/etc., buying all the Momo (and even Decade) merch they could fig in a bag.
And on top of that, if you go to a big character goods store like Animate, the Ultraman section had a good range of mugs, shirts, etc. with a range of monsters and ultramen, but the KR section is JUST Imagin. And the main customers there are girls, too.
Nice observation there man!:thumbs:
I can almost guarantee that for a FFR Double, Decade will pull Double in half and make two swords/guns/weapons etc... Which would be pretty f*ing sweet.