"We were at the mall once, and a group of teenagers came into the shop and said, 'Oh I like his hair. It's mean!"' Mrs McKelvie said.
Not only has Lucas been a show-stopper in the streets, he has also attracted international attention.
Mrs McKelvie's family in Brazil has been keeping a close eye on the competition via Facebook - with one person even asking, "How much is a plane ticket to New Zealand? I want to come vote for him."
Bay of Plenty Times classified sales leader and competition organiser Sharyn Hook said it was great to be able to run the competition and publish the book for the second year.
Lucas' winning photo will appear on the cover of the Bay of Plenty Times' Baby Book and he will receive a free "Baby Cake Smash Session" with photographer Marina Galiotto.
The Baby Book includes photos of the babies, their names, birth dates and weights and messages from their parents. The book will be inserted into a March edition of the Bay of Plenty Times.