Where the hell does Star Wars go now?

polygon.com:

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Each week, this newsletter delivers one big recommendation that stands above the rest. This week, our recommendation is Doctor Strange in the Multiverse of Madness, a Marvel movie that stands apart from its peers thanks to the vision of director Sam Raimi. And honestly, that’s all we currently have to say about the film beyond our spoiler-free review, because heaven knows we won’t be responsible for spoiling the latest entry in the MCU on the weekend of its release.

So instead, we’d like to use this space to discuss a question, and more importantly, what the question means for the world of entertainment. That question is: What does Baby Yoda smell like?

This isn’t a question we expected to ask a decade ago, before Disney acquired Lucasfilm and resuscitated the Star Wars film and TV production line, then ramped it up into overdrive. It’s not that George Lucas was precious about the commodification of his galaxy far, far away. Rather, that galaxy had gotten a bit messy and dusty, like an attic full of stuff you promise to clean up eventually.

Now, Star Wars is sparkling clean, meticulously planned, and utterly inescapable. Gone are the days when hardcore fans debated the Expanded Universe of books; now we fill Reddit with theories that will be proven or debunked in next week’s episode, a game this fall, or a movie in the coming years. Star Wars has climbed back to the top of the pop culture mountain so confidently and quickly that wondering about the smell of “Baby Yoda” (two words that didn’t go together a few years ago) doesn’t seem all that