Clothing and products brands used by Prince George have seen sales go through the roof.
Sales of the swaddle blanket he was wrapped in when he left hospital with parents Kate Middleton and Prince William surged.
Within hours the baby blanket by Aden + Anais in New York registered 10,000 sales and its website crashed. When fixed, visits to the website spiked by nearly 2,000 percent.
This was the first iteration of what has been dubbed the “Prince George Effect”.
Prince George’s birthdays are marked by a special photograph released by Kensington Palace.
To mark his second birthday the palace released a photo of the royal tot laughing with his dad, Prince William.
The picture was taken by celebrated fashion photographer Mario Testino at Princess Charlotte’s christening in 2015.
Royal fans found that George’s outfit was almost identical to the one that Prince William wore when photographed with Prince Harry in 1984.
The Amaia Kids brand is emerging as a royal family favorite, as it also featured in Prince George’s birthday portrait last year when he wore a collarless blue-and-white striped shirt.
This year, the Royal Family released a photo of Prince George in a white shirt and dark-blue shorts in the garden of Clarence House.
The photo shows Prince George beaming as he stands against a wall with his hands neatly tucked behind his back.
The $55 shirt sold out immediately in London.
In Britain, it’s considered tradition for upper-class boys to wear shorts.
“It’s a very English thing to dress a young boy in shorts,” explained etiquette expert William Hanson.
“Although times are (slowly) changing, a pair of trousers on a young boy is considered quite middle class－quite suburban. And no self-respecting aristo or royal would want to be considered suburban. Not even the Duchess of Cambridge.”
Usually, boys only graduate to wearing full-length trousers around the age of 8, signifying a rite of passage in their growth.