It's no argument that for a while, the Ewoks were heavily marketed towards children.
However, at least to me, their appearance in Return of the Jedi doesn't really gel with their later cutesy, innocent demeanors.
Among other reasons,
- They are all armed and totally down for violent warfare.
- They kill people.
- They eat people.
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THREEPIO: I'm rather embarrassed, General Solo, but it appears you are to be the main course at a banquet in my honor.
Given that the Endor natives were originally going to be Wookiees, it further complicates things.
When Lucas originally created the Ewoks, was their appeal to children a factor?