I don't think its run out of ideas exactly, but its clearly moving into the Barbie model of using dolls to promote the specials/direct to dvd movies. Unlike how it started where the webisodes were used to promote the dolls heavily
And because of that I think things get more boring and plain since you have to really push a specific theme to sell the dvd's/movies. I look at it that we are still getting supporting characters with some care instead of just a rehash of the core 5-6 dolls again and again and again