The price of being a celebrity's baby: Anything. Up to US$10m (S$12.5m) for Kim Kardashian’s baby or in local blogger Wendy Cheng’s case, more than $25,000 in sponsorships and endorsements. Here, some celebrities give their take on endorsements
WHO: Actor Edmund Chen, 52, and wife-actress Xiang Yun, 51
KIDS: Yi Xi, 22, and Yi Xin, 13
WHAT: Mitsubishi Electric ambassadors on both print and TV
YES, BECAUSE... "We're happy to do endorsements as long as the brand is suitable and appropriate.
"It's also a great learning experience for our children and they learn values like confidence.
"In fact, when we watch the advertisements together, we can really see how our children have grown and you can hear me saying things like 'Mei-mei (younger sister), look how much you've grown' and while she used to be shy, now she will watch and say things like 'I should have spoken louder', showing that she has learnt from the experience."
WHO: MediaCorp artiste Mark Lee, 44, and wife Catherine Ng, 39, a finance controller
KIDS: Calista, four, and Maksonn, one, with the third child on the way
WHAT: No endorsements
NO, BECAUSE... "My children are still very innocent and I want to preserve that.
"I also want to ensure that they are grounded and practical. There have been offers but I won't accept any that has to include my children."
WHO: Actress Zoe Tay, 45, and husband Philip Chionh, 44, a pilot
KIDS: Brayden, eight, Ashton, six, and Nathan, two
WHAT: HuaXia Taimaobi Centre, which specialises in calligraphy brushes made from "foetal hair" and other products such as umbilical cord seal stamps, in which the cord is kept in coloured glaze, crystal or acrylic engraved with the baby's name, photograph and birthday.
YES, BECAUSE... Tay is, after all, the undisputed Queen of Caldecott, said her manager then.
Endorsements poured in right from when she announced her first pregnancy in September 2004 - she was just two months pregnant then.
WHO: Actress and television host Jamie Yeo, 35, and husband Thorsten Nolte, 37, Asia-Pacific managing director of marketing conglomerate MEC Interaction
KID: Alysia, two
WHAT: No official endorsements, but Yeo has been sent products by New Balance and toys from Fisher-Price with no obligation.
MAYBE, UNLESS... "It's a brand that I really love and can trust. We haven't been approached for big endorsement deals, but I'd only use products that I believe in. Ultimately, I want what is best for my daughter."
"Particularly with food and education, anything that goes into my child, I am very careful with.
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