The royal baby is still just a bump, but already he (or she) boasts a souvenir range, has its own Twitter page and has had a song written in its honour.
Due on July 13, the first child of Kate and William has the world gripped. Will it be a boy or a girl? Whose looks will he or she inherit?
But the biggest question setting tongues wagging is - what will the royal baby be named?
'In the running'
According to bookies, Alexandra is leading the way for the girls – William Hill is offering 7/2, and Labrokes 4/1.
Victoria, Elizabeth and Diana follow closely behind. William Hill is offering 7/1 on all three, while Labrokes has Victoria at 6/1 and both Elizabeth and Diana at 8/1.
Charlotte is also a contender, says Ladbrokes, who are offering 6/1. William Hill has the name on at 11/2.
Alice and Mary are on at 14/1 at William Hill, and 16/1 and 12/1 respectively at Ladbrokes.
Odds of 20/1 are being offered by both on Grace, and William Hill is offering 25/1 on Sophia and Florence.
Or could a girl be named after mum? Both Ladbrokes and William Hill are offering odds of 33/1 a girl will be named Catherine.
Anne is on at 33/1 at both Ladbrokes and William Hill. Ladbrokes has the same offering for Phillipa, Caroline, Margaret and Rose.
William Hill is also taking bets on the name Matilda at 33/1.
Less likely contenders include Jessica (66/1 and 50/1 at William Hill and Ladbrokes respectively); Jane (66/1 and 50/1); and Carole (50/1 at both).
As for the boys, George is miles ahead in the popularity stakes - both William Hill and Ladbrokes are offering odds of 10/1.
James follows at 12/1 and 20/1 respectively.
Frances is on at 20/1 at both William Hill and Ladbrokes, while the latter is offering the same odds on Phillip and Alexander. Phillip is on at 25/1 at William Hill and Alexander 40/1.
Or might a boy be named after his grandfather Charles? Both Ladbrokes and William Hill are offering 33/1.
John, Edward and David are just as likely, says Ladbrokes, and William Hill also has Richard on at 33/1.
We’re perhaps less likely to see a first-born son named Spencer, say the bookies. William Hill has the name on at 40/1 and Ladbrokes 50/1.
Other unlikely contenders include Oliver (80/1 and 50/1); Frederick (66/1 and 50/1) and Peter (66/1 on both).
Albert is on at 66/1 at William Hill and 50/1 at Ladbrokes.
'The wild cards'
Kate and Wills are known for breaking with royal tradition, but will they give their baby a weird and wonderful name? Maybe they’ll pull a Kimye and call her North, or name him after 'the King', Elvis?
Ladbrokes is offering odds of 5000/1 on both West and Psy, and 500/1 on Elvis, Basil and Tulisa.
Meanwhile Waynetta is on at 500/1 at William Hill, and Wayne 250/1. Ladbrokes is offering 100/1 on Wayne.
Rylan, Jahmene and Arsene are on at 500/1 at Ladbrokes, and Britney, Barack and Adele at 200/1.
Or maybe they’ll name a first-born girl Chardonnay? The name is on at 250/1 at William Hill, while Sharon, Georgina and Beatrice are on at 100/1.
Jordan is on at 250/1 at Ladbrokes.
And those betting on the couple naming a son after Uncle Harry have odds of 100/1 at William Hill.