You're referring to cultural value - I was referring to monetary value. If you're a studio the second is of primary importance.
As long as the public like a show that is always potential for some type of monetary profit, they just need to age adjust as needed , but in this case, I don't think that is even an issue.
They might not be toys and lunch boxes, ( except for lower decks, which can be ) but they can make cold hard coin from items that older people like, bigger ticket items like PS5 or MS X games at 80 dollars a piece, or even rides themed after popular aspects in Disney, Universal Studios or other theme parks. There is also a lot money that can be made from ST conventions which sell smaller ticket itmes like ST themed items such as drinks, T-Shirts, key chains, phone cases, much much more.
I know I personally bought a few ST themed items in the last couple of years, including a mask for Covid which cost me 20 pounds and a ST phone case which cost me 15 pounds, so how are they no longer profitable?
Just type in "star trek items" into Amazon, Google. or Ebay if you doubt me.