LESS than 24 hours after the announcement of a royal pregnancy, quick-thinking entrepreneurs have turned their thoughts to how they can cash-in on a forecast merchandise frenzy.
Following Monday's news that Prince William and wife Catherine are expecting their first child, a British pottery firm fired up the kiln on Tuesday and went into production with a commemorative mug.
The white cup is covered in red and blue hearts and reads "A Royal Baby in 2013" on one side, and "Hooray for Will and Kate" on the other.
The company, operated by Emma Bridgewater and husband Matthew Rice, sold STG3.2 million ($A4.95 million) worth of souvenirs for the Queen's diamond jubilee earlier in 2012 and will put their latest product on sale for STG19.95 as soon as possible, they told British newspaper The Daily Telegraph.
Jan Constantine said her embroidery firm also has plans to cash-in on the royal baby fever.
"We are thinking along the lines of mugs, baby blankets and small cushions to mark this momentous occasion," she said.
The sales flurry is estimated to generate STG500 million for UK firms, retail experts told The Sun newspaper.
"Any brand the royal couple choose will become highly sought-after," consultant Neil Saunders told the tabloid.
Nursery furniture stores in London are bracing for a big buy-up based on the royal selections, while there are unconfirmed reports maternity brands have already sent samples to the palace for Catherine to try. Outfits worn by the Duchess typically sell five times better than others.
In Naples, souvenir producers are taking a lighter approach to royal pregnancy products.
A terracotta figurine on sale at the Italian city's Christmas markets shows a heavily pregnant Catherine wearing a white dress, accompanied by William in red military jacket.
Plans for official baby-inspired souvenirs by the monarchy's official retailer, The Royal Collection, are yet to be announced.
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