I don't know if it's a dud. The sales are obviously not going to be as high as with the Moonswatch, but without any inside knowledge, there's no way of knowing. They could certainly have met or exceeded expectations.
However, I suspect that you are at least in the right direction. They aren't heavily promoted in the stores during the most important sales period of the year. The Simpsons donut watch is all over the Swatch stores I've see , with the Blancpain collection off in the corner with the rest of the regular Swatches. They clearly aren't leading with it for Christmas, and we're only a couple of months on.
Watch YouTubers and hobbyists aren't the general public, and that's where Swatch lives.