Kirby is a rotund Nintendo mascot that has been pretty popular around the gaming scene by appearing in such video games as the 'Super Smash Brothers' series and its own series of franchise games.
Super Smash Brothers Brawl
It's bizarre to see a 'fashionable...' pajama and accessory alignment being promoted towards a supposed older audience. If this was being promoted in Korea, I can imagine it would be targeted towards children, but Kirby has been around for a while so it's fair enough to target an older audience. Maybe parents who recognize kirby will open up their wallets for their children.