Royal Baby Prince George Has Stroller Makers in Suspense

When Prince William and the Duchess of Cambridge go out for their first walk with the future U.K. king in tow, their choice of pram will likely trigger a fanfare of publicity that money can’t buy. While cameras will be focused on young George Alexander Louis, all eyes in the baby goods world will turn toward stroller makers such as Amsterdam-based Bugaboo International. The Daily Mail reported in April that the duchess bought a blue Bugaboo , a brand also used by British celebrities Sienna Miller and Elton John. “There is nothing bigger for a brand than a royal endorsement,” says Richard Cope, director of trends at market researcher Mintel in London.

While closely held Bugaboo has “no indication” the royal baby will be ferried about in one of its products, it would be “delighted that a style icon such as Her Royal Highness has chosen Bugaboo for her first child,” spokesman Max Dundas says.