Would think that as us baby boomers age out and pass away that there will eventually be very little interest in 'toy' O gauge trains for the most part. Menards may be capturing the last vestiges of interest in that market today but 10 - 15 years from now, will the young people entering the hobby be interested in what for many of us has been 'the nostalgia factor'?
Granted, the Thomas phenomena that brings so many youngsters in could possibly instill a whimsical aspect that might stay with some and that 's great. The continuing Polar Express appeal could as well. Notice that the Berk in the film is a terrific 'scale' model too!
Most likely, scale proportioned trains of all sizes will continue to have universal appeal which will bode well for Lionel, MTH, Atlas, and 3rd Rail. If the number of 'toy train enthusiasts' declines sharply for whatever reasons, that should leave 3rd Rail at or near the top. Lionel and MTH may have to cut way back to meet the market at that time. If the toy part collapses, it could bring down the big boys here. If Scale is still strong percentage wise, 3rd Rail will be in the best position business wise as their main focus and investment is the advancement of 2/3 rail scale O gauge.
I also belong to a large HO club south of Asheville about an hour away that has 100 members, most of whom participate regularly. The greatest portion are fellas well over 60-65 with only a few active junior members and very few between the ages of 25-50.
In contrast, our O gauge club has had only 4 active members for the past year since we moved to our permanent location and are working on a large layout. Hopefully, when finished and operational we'll pick up a few more folks, but in this region, 3 rail O gaugers are few and far between!
These are just my thoughts and observations...