Yuri Project
joined Jul 14, 2016
Just like how Konami owns Metal Gear, and without Kojima they can make pachinkos and Metal Gear survive now... Disgusting.
They can make as many pachinko machines and toys and lunchboxes as they want, regardless of who the director is for the anime (or game, or whatever). They didn't need to fire the guy to accomplish that. Konami marketed pachinko machines while Kojima was the game's director, and they kept doing so after getting rid of him. It's 100% completely irrelevant.
So your "let's fire this guy so we can expand the merchandising" theory makes no sense whatsoever. They already had a monopoly on merchandising and full control over it. It has literally nothing to do with who they hire to produce the anime, game, etc. If anything, Tatsuki did a great job of increasing their ability to sell Kemono Friends-related products, by creating a show that attracted new consumers to the franchise.
I think it's a somewhat interesting question as to why they actually switched directors. Since Kadokawa is a profit-seeking, publicly-traded corporation, it's safe to assume that they saw it as a way to increase revenue or decrease costs. This is somewhat curious - by the looks of it, Kemono Friends was not an expensive show to produce, and it was wildly successful, so you'd think that keeping the same team would be an obvious decision. Clearly, something must have happened to change that calculation. Maybe they thought they could find someone else who could achieve similar results for cheaper, or maybe Tatsuki demanded more money for the second season. There are many potential reasons, since the relationship between studio and license-holder is incredibly complicated.