Disney+ is all geared up to become the next big thing in the world of streaming, thanks to “The Mandalorian’s” Baby Yoda. While Disney’s brand power seems enough to draw a staggering 10 million subscribers on Disney+’s launch day, many believe that the cutest character from the “Star Wars” universe is what’s going to make existing subscribers want to subscribe to the streaming service month after month until Disney+ makes Netflix just a thing of the past.

Baby Yoda isn’t even real, but people just can’t stop buzzing about it. This adorable puppet is not only fun to watch, it is also wholesome and definitely one of a kind. In fact, many believe that the existence of Baby Yoda alone is enough to sustain Disney+, considering the incalculable dollars in merchandise sales that this character represents down the road.

Research firm Parrot Analytics found that “The Mandalorian” is by far the most in-demand show across all platforms since the launch of Disney Plus, and it’s all because of Baby Yoda. Analysts predict that if this Disney property continues to rake in big, then it won’t just make billions at the box office and draw millions of viewers but will also make existing Disney Plus subscribers consistently locked in.

Considering where “The Mandalorian” currently stands, that is not far from happening. The series comes with a price tag of roughly $12.5 million an episode, amounting to $100 million for the entire season. While that doesn’t sound cheap, the series has managed to stay good enough to keep subscribers watching. In fact, it’s on its way to becoming the next “Star Wars”—the kind of franchise that keeps people coming back. Thanks to Baby Yoda, of course, whose characterization just perfectly fits the “Mandalorian” narrative.

Rumor has it that Disney Plus is soon taking advantage of “The Mandalorian’s” success to market “Star Wars: The Rise of Skywalker,” which isn’t surprising, because that’s what Disney does best—market. And since Disney+ is a newcomer in the streaming industry, it’s got to be wise enough to carve out a niche for itself in the industry.

To outdo Netflix and Amazon and remain a modern media in this streaming age, it is using its most successful property to give its other divisions the boost that they need to keep up. No wonder, the seventh episode of “The Mandalorian” will offer a sneak peek of “The Rise of Skywalker” to build hype around the final installment in the Skywalker saga.