The royal baby's swaddling cloth and blanket: Selling out!

The Prince George effect is in effect! The baby's white wool blanket and and bird-print swaddling blanket continue to fly off the racks.

Photo: FameFlynet UK Photo: FameFlynet UK

Well, they said the birth of the royal baby was going to help the economy. But who could have predicted the baby's swaddling blanket would SELL OUT when he was just three days old?

Like mother, like son, I suppose: Anything Kate wears seems to fly off the racks within minutes after she's photographed, as well.

Read more: Kate Middleton: Maternity-clothes roundup>

This, of course, is now known as "The Kate Effect." And it seems we now have a "Prince George effect." Move over Suri Cruise, Kingston Rossdale and Harper Beckham -- there is officially a new mini trendsetter in town. And it's no joke.

As he left the hospital with his parents, Prince George was photo'd in his carseat swaddled in an adorable bird-print cloth made by the American company aden + anais. The blanket is one of a pack of four swaddles called "Jungle Jam" -- there are also giraffe, elephant and monkey prints. The whole pack is around $70, and it has been selling off the racks, and bringing mass visits to the website, since Prince George was first photo'd.


"We are truly grateful and so delighted that the couple chose to debut the prince in aden + anais," the company's founder, Raegan Moya-Jones, told Hello! Magazine. "It is such an honour!"

Read more: Royal baby: Adorable baby photos>

Prince George's white wool blanket (pictured above), which is by GH Hurt & Son, in Nottingham — the same company that made Prince William's basket 31 years ago, and reportedly Prince Charles' in 1948 -- is also selling out. Retailing at $70, new parents everywhere have been clamouring to buy one.

"We were so delighted when the royal couple emerged from St. Mary's Hospital with their newborn son wrapped in one of our traditional hand-finished shawls," the company's director, Gilliam Taylor, told The Mirror. "We're working incredibly hard. It's taken us by surprise because we're a small family firm of less than 20 employees."

Meanwhile, the Kate effect is still in effect. The Jenny Packham website crashed when it was revealed the baby-blue polka-dot dress she wore home from the hospital was created by the designer. But alas, the dress was created just for Kate, and they say they have no plans to reproduce it.


Wild, huh? Definitely looking forward to seeing what Prince George will wear next -- as are retailers across the world, no doubt.


xo Haley-O Celebrity CandyFollow along as Haley Overland delivers the latest scoop on celebrity families — plus sweet celeb interviews! You can’t have too much of this candy, so check back often.

Source: Hello! Canada Magazine. Check out their Royal Baby collectors' issue, on stands now!

This article was originally published on Aug 06, 2013

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Haley Overland is a writer/editor at Today's Parent. Our resident celebrity queen, she dishes out all the sweetest scoop on celebrity families at our Celebrity Candy blog. She has interviewed celeb moms like Jennifer Garner, Jessica Alba and Jillian Michaels, and has shared her expertise on CTV’s ETalk. Haley also has an award-winning personal blog,, where she writes about everything from motherhood to yoga, her dog “Betty White” and what it's like to be Clive Owen's girlfriend. Haley has two kids, whom she fondly refers to online as “The Monkey” and “The Rascal.”