For a few moments, the world saw the youngest UK royal, Prince George as he was carried from the hospital to the royal car. As is for many other royals and other celebrities, what they wear is newsworthy and for the manufacturer, it means big money in free advertising.

Such is the case for the small company that manufactures the cotton swaddle Prince George was wrapped as he made his first albeit informal appearance. The manufacturer is aden+anais, which is based in New York. The swaddle had tiny birds on it and as soon as the images appeared online, the company had 7,000 orders from its online store, causing it to crash. This was a 600% increase in sales for that specific items from moms-to-be and current moms in the UK and the US.

While many hit the jackpot with these seemingly ubiquitous images, the UK citizenry still is burdened with the upkeep of the British Royal family. In 2012 alone, the bill paid was at GBP33.3 million. The cost includes the Jubilee celebrations and the renovation of the new pad for the Duke and Duchess of Cambridge. While some win big with the Royals, others still have to pay the bills.