Princess Beatrice's Philip Treacy topper got nearly as much attention as Pippa Middleton's behind at April's Royal Wedding. The clever Princess has turned the media craze into a charitable cause, by putting the hat for auction on Ebay - with proceeds to be split equally between UNICEF UK and Children in Crisis.

As of Friday afternoon EST, the rapidly climbing current bid was at nearly $90,000 USD. With the auction continuing through the weekend, the bidding could very well skyrocket  - assuming the Ebay infrastructure is still in place post-Doomsday.

UNICEF UK is absolutely delighted that Beatrice is putting all of the publicity around her hat to the best possible use, raising money for the world's most vulnerable children, Julie Weston, UNICEF UK's Director of Fundraising, said in a statement. We take our hat off to her for helping UNICEF to change children's lives.