The King and Queen sent their best wishes to Victoria and Daniel and said they were “delighted” with the news.

“We wish the Crown Princess a calm, peaceful and harmonic time,” they wrote on the website.

Earlier on Thursday Victoria and Daniel thanked all those that has congratulated them. Victoria said that she was feeling good, on and off, as was to be expected.

“But the birth is a long way off yet and I hope you are patient,” she said to the gathered journalists.

Newspapers and magazines are counting on cashing in on the event, with specialised publications already planning special issues prior to the birth.

Anna Zethraeus, editor-in-chief of parental lifestyle magazine Mama thinks that Victoria might turn out to be a trendsetter, which in its turn could generate more interest in the magazine.

“I am hopeful and confident that we will see that happen around March. Otherwise I think we will see it in the baby boom that might well follow in the wake of her pregnancy,“ Zethraeus said to media trade paper Resumé.

At the beginning of the year Mama magazine is planning a special issue to do with the upcoming birth.

“Of course there will be a great interest in what pram they choose. And what name the baby will be given is also something that will leave a mark on other mothers,” she told the paper.

For those so inclined it is already possible to bet on sex, height, weight and name of the coming heir to the throne.

“It is getting more popular to bet on things that are not related to sport, “ said Jonas Nilsson, head of PR at betting company Unibet to news agency TT.

Traditional names like Gustav, Oscar; Desirée and Kristina generate low odds at both Swedish betting agencies.

But if you want to place your money on the couple naming their baby after football royalty you might be in for quite a windfall should you turn out to be right.

The name Zlatan would give you 500 times your original stake.

“It is most likely a long shot, but you should never say never,” Nilsson told TT.