UK Goes Royal Baby Crazy and Retailers Cash-In

In Customer Engagement, Featured on App, Marketing and Sales by Vaughn Highfield

UK Royal Family Duke and Duchess of Cambridge Royal Baby Retail

While the BBC would have you believe the World is a big puddle of UK patriotism, it is – in fact – only a pocket of passionate UK citizens. The rest of us are generally quite disinterested in the Duke and Duchess of Cambridge's functioning love muscles. But, regardless of that, they've gone and had a baby and it's a boy – in case you hadn't already had that fact made clear to you.

While the baby certainly won't be changing the lives of many outside of the Royal's, Retail Week report that it  is providing an ample opportunity for retailers across the nation to tap into the brooding nature that UK families seem to be exhibiting.

Mothercare have kicked off the arrival of the new heir with a range of celebratory royalty-themed baby cloths, including romper suits and bibs with "Prince" and "Princess" logos for "customer's very own prince and princesses." If that wasn't nauseating enough, customers can even get personalised baby bodysuits emblazoned with their child's name under the pink or blue crown.

As Mothercare will also be "rolling out the red-carpet" at its Oxford Street store, Mamas and Papas held a royal-themed party at its Westfield London store, doling out complimentary champagne, soft drinks, music and balloon entertainers to help celebrate.

Nationwide stores are also offering 20 per cent off kids and babywear and the first 25 through the door at Westfield London also get a free mini red bus travel toy or a princess doll.

It's not just those in the business of babies that are latching onto this golden opportunity as Marks & Spencer have released an alcoholic cocktail known as ‘Baby Royale' and a soft drink called ‘Pear to the Throne'. They also have Duke and Duchess of Cambridge Scottish shortbread.

Continuing the trend, Sainsbury's has created a new babywear collection inspired by Britain, complete with ‘Future Little Prince' and ‘Future Little Princess' printed upon them.

Morrisons has joined in by pushing its new kidswear range Nutmeg with the slogan "right on royal trend with classy staples and princely party outfits, offering great value fit for any little prince or princess." Its Kiddicare retailer has also launched a Prince and Princess ‘throne' car seat.

Rounding up the baby mayhem, Hamleys has offered up parents a more refined approach with a ‘Baby's First Bathrobe and Slipper' set that also comes complete with a tiny crown. It's also offering a Hamleys Vanilla Bear with a ‘Royal Baby' discount that's tied into the baby's date of birth – so 22 per cent off then.

That's certainly a lot of baby-related retail offers for any mother and father to be to make use of, but the proof is in the pudding: will they sell well?


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[Image – Globalnews]

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