Now that it's been a good while since The Mandalorian came out, it's almost kind of surprising that Baby Yoda was kept a secret until the end of the first episode. You would think that Disney and LucasFilm would want that character to be advertised ASAP since it's so cute and can easily sell a ton of merch by itself. Hell, some people even say the character is more popular than the protagonist the show is named after.
So why keep it a secret? Well, The Mandalorian creator Jon Favreau recently told THR (via ScreenRant) that he wanted to establish this show having secrets and surprises that would shock fans. Considering how people are still talking about Baby Yoda and the Darksaber to this day, it's clear that the show won't be leaving anyone's minds soon, which is exactly what they want. Plus, if your audience trusts you, they'll buy your stuff.
I thought it was very important to establish that there were going to be surprises. When you are promoting a film, you are putting your best stuff out there in the marketing campaign because you want everybody to show up that Friday. Television is different. You want to be able to build. You want word-of-mouth to spread. You want people to tune in and know that something is going to happen that they are going to want to talk about.
Lucasfilm and Marvel Studios are basically the king and queen when it comes to keeping their spoilers but it is nice to see a less-corporate answer about keeping things a secret. The fact that nothing too far in advance gets shown right away means Disney knows there is money to be made when people are surprised.
The Mandalorian Season 2 will reportedly come out this October, though no official release date has been given. We wouldn't be too surprised if it ends up getting delayed.