Here’s How Kylie Jenner Could Keep Monetizing ‘Rise And Shine’

Topline: Kylie Jenner (following a long, aggressive family tradition) filed a trademark application for the phrase “rise and shine,” after a video of her singing it to baby Stormi went viral across the internet, spawning countless memes and covers by singers Miley Cyrus, Ariana Grande and Lizzo.

• The clip comes from an October 10 YouTube video tour of Jenner’s Kylie Cosmetics; “rise and shine” comes toward the end.
• Filed October 17, Jenner’s trademark for “rise and shine” could be applied to “belts, bottoms as clothing, coats, dresses, footwear, gloves, headbands, headwear, jackets, loungewear, scarves, sleepwear, socks, swimwear, tops as clothing and undergarments.”
• Jenner’s application has yet to be approved⁠—it must go through a process that could last months (or years) if another person contests it.
• Jenner, whose net worth Forbes estimates to be $1 billion, had already branded sweatshirts with the phrase (and her face as the sun) that sold out in mere days through her online Kylie Shop.
• Even though the sweatshirts are sold out, the #riseandshine hashtag has been shared on the TikTok platform over 1 billion times as of Sunday, according to Elle. 
• Although the meme appears to have an unstoppable virality, it’s unclear if Jenner will release any additional products using it. 

Surprising fact: The entire Kardashian clan⁠—that’s Kim, Kanye, Kylie, Khloe and Kendall⁠—have applied for over 700 trademarks between them (Kylie Jenner has 128). The Kardashians use trademarks to protect their personal brands and try to freeze out anyone who might want to capitalize on their names⁠—including their children’s.

Key background: Jana Gouchev, a Manhattan-based trademark attorney, previously told Forbes that the Kardashians have a large number of trademarks in order to cover all potential business ventures. Some Kardashian trademarks haven’t worked out, however. Jenner lost a years-long battle to Australian singer Kylie Minogue over trademarking their shared first name.