Irish company Lottie dolls are the latest brand to benefit from the Amy Huberman effect.
The actress, who has been known to sell out clothes with a single social media post, is the latest star to back the alternative toys.
Lottie is based on a real-life nine-year-old and has won the support of parents for eschewing high heels and make-up in favour of comfy clothes suitable for adventures.
At the weekend Amy shared a snap of the doll, comparing their outfits.
Marie Shields of Lottie Dolls confirmed that the image was enough to double traffic to their website and attracted more than 1,000 new followers on their social media.
“We were thrilled to see Lottie sitting alongside Amy Huberman on Instagram – many of our own fans alerted us of the fact, they were as excited as we were," Ms Shields said.
"It's Lovely to know that Sadie (and Amy) play with Lottie – Amy’s sense of humour, positivity and refreshing take on body image are a perfect fit with what Lottie represents, we’re absolutely delighted that she’s a fan.”
Amy is not the only famous face whose children play with the doll, Prince George and Princess Charlotte also have a Lottie and Finn doll.