Maybe in the past it was....I love the Sponge Bob store at Universal. It's definitely one of the best themed stores in the parks. We stop in there every trip since the girls like Spongebob a little bit. But the really large store
is almost bare of merchandise. There's little to choose from to purchase. You could probably put all of the merch in that store in a small corner of one of the other Universal stores. Time has passed this IP by. Now if Universal didn't have all of the new available kid's IP's available, perhaps it would be another story. But this is not the Universal that needed to procure those IP's in the past. They 'own' newer and fresher IP that would do just as well without having to pay IP rights and split
merchandise profits. Sooo, bottom line. In 2015 this might have been a good move. In 2020, the sands of time, and multitude of available internal IP's, have shifted against it.