Kate Middleton's Brother on His Sweet New Company

James Middleton discusses his new marshmallow business "Boomf" and being an uncle to Prince George.
5:39 | 11/12/14

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Transcript for Kate Middleton's Brother on His Sweet New Company
And now to another member of the Middleton family stepping into the pop spotlight. James Middleton, we will talk with him and his business partner about the sweet now company. But first, behind the scenes, the royal brother-in-law. For James Middleton, brother to the future queen and uncle to the future king -- the royal wedding felt like an intimate gathering. The most wonderful thing about that wedding which will stay with me forever, the whole thing, although billions were watching, it felt like a family wedding. Reporter: While his sister stole the show with that dress, James had a meaningful role inside the abbey. Brothers and sisters -- I suffered most of my life with dyslexia. The Reading. I felt, yes, absolutely terrified. Reporter: James wanted to give something else to his sister and new brother-in-law, a very personal wedding present. Lupo was a gift from you to Kate and William? It was -- my cheat for them was to get them a puppy. And Lupo was their gift. So, yes. Reporter: And James' latest adventure, channelling his creative talents in a hip new business, personalized marshmallows. The name, boomf, where did it come from? Teaching one to speak, that's what it would say. Reporter: Your titles, you're won Ka in chief. And Andy, chief edible officer? Add the fun throughout the company. Say a lot of the staff and production are boomfs, we obviously take a lot of the magic from Willie wonka. Reporter: I was in London outside of St. Marys with the great Kate wait. Was it surreal to see the attention? Well, I think -- what was the most wonderful thing, everybody was celebrating with us. Becoming an uncle. And for my parents, becoming grandparents. They were all so kpooexcited. Reporter: I think of this when you were young and playing together, that you would ultimately be the uncle of the future king of England. I still see prince George as my -- my nephew. And in -- I just want to be the best uncle possible. Like any uncle wants to be. I want, to be the cool uncle, the fun uncle. What should we get for Christmas this year? Thousand stand out? Reporter: What do you get prince George for Christmas? Ifbt Gott haven't gotten that far. Reporter: How often do you spend time with your sister and prince George? We are close. We see each other and speak on the phone. The odd Sunday lunch, popping in for coffee. Something like that. Reporter: And looking forward to the spring, James and his family are excited to welcome the next royal baby. It's wonderful to have another niece or nephew on the way. Reporter: And how is Kate feeling? Well, she's better. It's not sort of -- it's not unknown that she is suffered from this acute morning sickness. And unfortunately she is, I think, on the mend. Reporter: That's good. We are hearing that she may come to New York. I heard that too. I -- her -- I don't really know. Reporter: We would be very excited to host her if she feels up to it to come. That's exciting news. And look who we have here. So great to have boomf founders James Middleton and Andy bell with us. And you brought the marshmallows. We have all of our faces printed on the marshmallows. And one thing you love is when you see people open the packages. You saw George's reaction. Laughed, couldn't help it. You say it's harder to put images on marshmallows than one would think. Yes, there's quite a scientific way to put the photograph on to a marshmallow with edible inks. But it is a challenge. Which one to eat? I ate a "Gma." That was the angle to take, the safe one. Someone's face -- It's tough. Great for kid's birthday parties. Are you making progress on being the cool uncle? Well, I think there's a long way to go to try to be a cool uncle. I'm just trying to be, yeah, as best as I can, really. Marshmallows make you cool. What is his title in the company? Wonka in chief. That's pretty cool. And Andy, you may be in the states a little bit more. Planning on boom mrboomfing it up. This is the proper announcement of our launch in the states. From boomf.com. Anyone with make photo marshmallows. Lots of Christmas messages and holiday messages. It's a great gift. What's the craziest request you got? That was a request that we got, we ran a competition a few months ago. It was for an engagement, or a proposal. And actually that proposal happened here around two -- about a month ago in times square. And the -- And she said I do. Right here in times square. She said yes, right here. Thank you all so much. We are going to be eating mar marshmallows all day.

This transcript has been automatically generated and may not be 100% accurate.

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