Forget the 'Kate Effect', since Prince George accompanied his parents, Kate Middleton and Prince William, the Duke and Duchess of Cambridge, on the Royal Tour of Australia and New Zealand, the nine-month-old's wardrobe has caused a kids' clothes sales frenzy.
The New York Times reports that Rachel Riley, who designed the sailboat dungarees George wore for a play date in NZ, saw them sell-out in "a few hours, maybe less than that."
Their sales are now outstripping supply to such in extend, that owner Paul Bolton commented: "If the demand does continue, we will seriously consider expansion."
With so few public appearances under his baby-sized belt so far, this is only the beginning of Prince George's effect on the fashion business.
See all the highlights from the Royal Tour in the gallery below...