But that was just the beginning. With the new heir now expected within days, retailers have put a royal spin on everything from biscuits to books and have stocked up on commemorative mugs, key rings and plates.
There is no shortage of baby products with a royal theme, from leading British firm Mothercare’s romper suits for a “Prince in Training” to blankets and even dribble bibs adorned with crowns.
If they aren’t to your taste, one company has published a book of sewing patterns for traditional bonnets, booties and christening gowns suitable for a future monarch.
The upmarket London hotel, Grosvenor House, has taken it further with a bespoke nursery suite designed “with a royal baby in mind” by the boutique that furnished William’s childhood bedroom.
Unlike the Olympics, a highly lucrative brand that is fiercely protected by the International Olympic Committee, anyone with an eye for a marketing opportunity can use the royal name.