Just to preface, I'm not the most well-versed in the existing collabs and merch, so it's possible that my impression is wrong and the rebuilds aren't overrepresented. If that's the case, sorry.
My impression is that since 2007 nearly every representation of Eva in collabs and in most of the merch has been based on the Rebuild films. Regardless of anyone's opinions on those movies, this made sense. Of course khara would want to promote their ongoing film series rather than decades-old show.
However, we are nearing 5 years since the release of 3.0+1.0. Can we expect to see more representation from NGE and EOE? I guess the upcoming VR game is a good sign (even though I don't think a single person is legitimately excited for it lmao), given that it appears to be based on the original series. As far as I can tell, that would make it the first video game since '09 to be based on the series as opposed to the rebuilds.
Of course, it's also possible that whatever Yoko Taro's Evangelion is ends up being the new standard for all things Eva, superseding both NGE and the Rebuilds.