The cuddly and cute niche, once the sole domain of Knut, Germany's first mega-bear, is now positively heaving with white balls of fluff all vying for the attention of an insatiable public. Polar bear mums all over Germany are rushing to conceive in a bid to pop out a little superstar in time for the next wave of human adoration [or in time for lunch, in Vilma the Baby Eater's case].

No-one could blame Knut the original for feeling a little bitter. It was only last year that all eyes were on him; the miracle cub who stole the hearts of a nation before conquering the world, saving the planet and achieving world peace [alright…we made that last bit up]. Now there's Flocke, flashing those baby browns at anyone with a camera, and, most recently, Wilbär the new kid on the ice block. Fat, awkward and in need of a good seal mauling, Knut must be cursing his luck.

Except he isn't. Because Knut has representation and Knut's people know how to play the game. When the going gets tough, the tough get a lucrative movie contract. This is why, far from sitting around munching on limp fish, Knut is getting ready to pad down the red carpet [and maybe snaffle a couple of paparazzi on the way].

Knut goes to the movies

His first film, “Knut and Friends,” which celebrated its premiere on Sunday at Berlin's Zoo Palast cinema, tells the story of how the young cub was rescued in 2006 after his mother abandoned him and how he was raised by hand by a surrogate, human father.

The full-length documentary is just another string to Knut's impressive media bow and sits well on his portfolio alongside his own blog, TV show and countless appearances in the world's glossy magazines.

The release of the movie shows just how far the bar has been raised. Now it's up to Flocke and Wilbär to up their game. But it will be one heck of a task. Has Annie Liebowitz been to see these young pretenders to the throne? No. Has Environment Minister Sigmar Gabriel offered to be their godfather? Nope. Has Paris Hilton jetted in for a photo opportunity? Probably...but then again, that girl would promote leprosy if it got her in a magazine.

All of which goes to show that there is still no-one quite like Knut.