High street retailer Woolworths has revealed it has entered the design stage on a range of products commemorating the wedding of Prince William and girlfriend Kate Middleton.
This may come as a surprise to the couple, both now 24, owing to the fact that no engagement announcement has been made.
The pair were first seen as a couple in 2004 after becoming friends while studying at St Andrews University.
But Woolworths says it is determined to not make the same mistake of missing out on the lucrative commemorative market as it did when the wedding of the Prince of Wales and Camilla caught retailers off guard last year.
The group's marketing director Stephen Robertson today said: "There was massive demand for commemorative products when Charles and Camilla got married. But because of the short engagement we didn't have enough time to design, manufacture and retail products. As a result we missed out on an estimated £3 million opportunity.
"This time we will be ready and we think the market could be worth up to £10 million. We believe we will have a fantastic range that will allow our customers to celebrate a royal wedding in style."
More than 20 products are currently in the works for the future royal wedding, including mobile phones, mouse mats and sweets, as well as the obligatory mugs, flags and plates.
The marriage of the Prince Charles to Diana in 1981 created a multi-million pound industry for retailers.