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.
Gorgeous George, or his Royal Cuteness, as the Aussies nicknamed him, was immaculately dressed throughout his string of appearances Down Under, sporting traditional nautical rompers, striped polo shirts and mini cargo shorts, all of which have now seen a huge boom in sales.
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."
She explained: "It's life-changing. I love to dress my own children, and I love to dress our customers' children. But if you asked me if there was one child I'd like to dress, it would be the next heir to the throne."
And children's shoe makers Early Days, who sell the £30 navy buckle-ups George wore on the same play date, experienced a sell-out of the shoes in two hours.
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...