I consider Star Wars to be massively overexposed and over commercialized. But that's just me.
I think you're confusing heavily/over the top with overdone. Economics would tell us that if anything is overdone, there would be a surplus of supply vs demand. The Star Wars merchandise is selling quite handsomely (in case you haven't noticed). So objectively-speaking, the public isn't tired of it yet, at least by the measure of the most accurate poll: money.
Star Wars may be worth more than them combined in all aspects but doesn't necessarily translate in areas where you want. Just like Hello Kitty makes more than everything but Disney Princesses but isn't the big money maker at USO but everywhere in Asia and outside theme parks it does.
Yes, that's true, but as you point out Hello Kitty is big in Asia, but not even close in western countries (I would imagine, haven't seen the statistics), I think if a well-done Hello Kitty land was built in Asia, it would do quite well. However, the U.S. is one of Star Wars' best/biggest markets. Harry Potter, for instance, is actually more popular in other countries than in the U.S., sales wise (though obviously still very big in the U.S.). Star Wars, on the other hand is bigger in the U.S., than rest of the world (proportionally). Take, for example, the inflation-adjusted domestic box office for Deathly Hallows Part 2 (highest worldwide grossing of the HP movies) and Sorcerer's Stone vs the Star Wars movies:
A New Hope: $1.236 billion
Force Awakens: $936 million
Phantom Menace: $734 million
Return of the Jedi: $701 million
Empire Strikes Back: $682 million
Revenge of the Sith: $513 million
Sorcerer's Stone: $484 million (highest domestic grossing of the HP movies)
Attack of the Clones: $450 million (lowest grossing of the Star Wars movies)
Deathly Hallows: $415 million
(All other HP movies are below Deathly Hallows)
Again, this is inflation-adjusted U.S. domestic. Internationally, HP is a bit more competitive. But, what this says is that Star Wars is unimaginably strong in the home country of the SWL expansions.