The wait is over. The royal baby has finally arrived – retailers can ditch any plans for pink memorabilia and push forward with their plans to capitalise on the birth of Kate and Wills’ son. Retail Week looks at who’s doing what.

Kiddicare has launched a Prince car seat

Maternity specialist Mothercare is eager to benefit from the frenzy around the new arrival and has launched a celebratory royalty-themed collection which includes romper suits and bibs with “Prince” and “Princess” logos for “customer’s very own little princes and princesses”.

The range also includes a bodysuits that customers can personalise with the name of their baby under a pink or blue crown.

Mothercare is also “rolling out the red-carpet” at its Oxford Street store to celebrate the new arrival, according chief executive Simon Calver.

Meanwhile, Mamas & Papas is to hold a royal themed party for the new arrival at its Westfield London store, close to St Mary’s hospital where the Duchess of Cambridge gave birth this afternoon.

Those visiiting the store, which is decorated around a royal theme, can enjoy complimentary champagne, soft drinks, music and balloon entertainers to celebrate. Mamas & Papas stores across the country are offering 20% off kids and babywear nationwide and the first 25 customers at Westfield London will get a free mini red bus travel toy or a princess doll.

The maternity retailer has offered parents the chance to write and record their own personal words of advice for the Duke and Duchess which it will to send to Kensington Palace.

Marks & Spencer is also getting into the act. Customers can toast a drink to the Royal baby with a ‘Baby Royale’, a sparkling cocktail made with white wine, Williams pear juice and vodka or those wishing to abstain can still celebrate with a ‘Pear to the Throne’ juice drink.

M&S is also stocking a commemorative Duke and Duchess of Cambridge Scottish shortbread tin.

Sainsbury’s has created a British inspired babywear collection which uses a Union Jack print and crown motifs. It has also produced bibs with ‘Future Little Prince’ and ‘Future Little Princess’ slogans.

Morrisons is making most of the new arrival in marketing to promote its new Nutmeg kidswear range which it describes as “right on royal trend with classy staples and princely party outfits, offering great value fit for any little prince or princess.”

Surprisingly there is no big marketing push from Morrisons-owned mother and baby retailer Kiddicare, although it has launched a regal themed Prince and Princess car seats.

Asda is hoping that the royal arrival will boost trade at Kate and Wills’ local store in Anglesey and is launching a mother and baby bay especially for the couple.

Meanwhile, Hamleys has launched a ‘Baby’s First Bathrobe and Slipper’ set which comes with a tiny crown. It is also offering a Hamleys Vanilla Bear with a ‘Royal Baby’ discount with the percentage reduction matching the birth date of the heir, so 22% off.