The California plate with the letters "MM" (Michael Modecki) is also up for grabs, if you’ve got an extra $24.3 million. "Right now the market is very new," Modecki said.

Mark Reynolds, sales manager at Plate Hunter, one of several private dealers, says he sold the number plate KS1 just before Christmas for £285,000 to an anonymous buyer with the same initials.

The Design 2 plate far outpaces the sale of the organization’s other plate design — featuring a wood duck standing on one leg — which brought in $75,500 for the organization last year.