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Cashing in On The Royal Baby: How Marketers Are Taking Advantage….


Will it be a boy or a girl? What will it be called? These were the questions on most people’s minds as we eagerly awaited the birth of the royal baby. Hundreds of paparazzi were already lining the streets outside the hospital where the Duchess of Cambridge resided weeks before the due date, and famous faces from all over the world sent gifts for the unborn baby before they even knew his sex.

However, there was a certain group who began preparing for the royal birth months in advance. Promotional marketers and merchandisers were well aware of the cash they stood to make from the hype over such an auspicious birth, and were designing and creating merchandise since the announcement of Kate’s pregnancy.

But just how did they manage to cash in on the royal birth?

Bibs, bottles and nappies

Since her engagement to Prince William, when the world began to focus on her every move, Kate has been a fashion icon, one to watch, a trendsetter. So, it is hardly surprising that mums-to-be and new mums all over the world were keeping a close eye on every move the Duchess of Cambridge made in the lead up toward the birth of George Alexander Louis When she bought the basket her baby would lay in, it made the front pages, and as she eventually began to wear maternity clothes, suddenly replica dresses and coats were selling out everywhere. Savvy promotional marketers were well aware of this, and rightly predicted that she would continue to set trends throughout her pregnancy, and afterwards.

In the weeks before the birth, everything from bibs, plates, branded keyrings available at Stay Sourced to nappies were designed, adorned with potential baby names and slogans such as ‘I love my aunty Pippa’, and they sold out in record time. These items were likely bought for the novelty factor, but even so, were practical pieces of merchandise that sold more because they were on trend, current and useful.

Plates, tea-towels and mugs

Who would buy a tea-towel stating the birthday of the royal baby or a mug with a drawing of George’s face on it? Most likely, tourists or avid collectors of merchandise. As with other significant events such as the Olympics and the Coronation, such merchandise was created in preparation for the royal birth and was snapped up by anglophiles and those more patriotic of the bunch, but many who saw a future profit in collecting such unique merchandise and tourists after memorabilia.

How were they able to make such instant sales? The plates and mugs were half completed before the birth, with space left to fill in the specific date and name, so that it would take little time to get them on the shelves. The key to successful promotional marketing is to always be well prepared!

Bunting, paper cups and balloon

Of course, it wouldn’t be a proper British celebration without a good ol’ knees up! Weeks before the expected due date, bunting emblazoned with the faces of the parents-to-be and the British flag went on sale and paper cups, balloons, tablecloths and hats accompanied it. Parties were thrown across the country with almost every one boasting some sort of branded decoration and every promotional marketer cashing in on the wonderful birth of George.

Once in a lifetime events such as these are great opportunities for promotional merchandisers and companies alike to promote their wares and foster a sense of brand loyalty, and it isn’t too late for you to do the same! There are many companies out there such as promotional ideas experts Stay Sourced who can help you on your way to promotional success.

Good luck Penny Hoarders!


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