Burkion
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It's only a fact if we're talking about really recent stuff, though. Prior to that, the toys only came first if a show was otherwise in trouble (i.e., Ohranger). The fact that toy sales count so much toward a show's success now could be viewed as a sign that the genre's in trouble, if you really wanted to play the cynic.
Ditto this a million times.
Kamen Rider Kuuga didn't have a billion forms simply to sell toys, he had them first and foremost because of the story. Most older heroes were made with the story in mind first and foremost, toys second.
Not all, of course, but most. I hope one day we can escape this era. Or at least do better with it.