You know what they say: The devil works hard, but Kylie Jenner works harder.
Kylie just seized a new marketing opportunity by filing to trademark the phrase “rise and shine,” a line she sang in her vlog that became a meme last week. You’ve probably seen the video by now, but if you haven’t, check it out:
Those “Rise and Shine” videos of Kylie Jenner were funny until she started doing too much by making sweatshirts and now trying to trademark it. Like why can’t she just let it be funny and leave it alone?
In 2015, Kylie also attempted to trademark “KYLIE” for advertising and endorsement purposes. But renowned artist Kylie Minogue filed her opposition because of possible “damage”to her branding. Minogue’s team cited that she already owns Kylie-related trademarks in the US, including music recordings and websites. However, they already withdrew their opposition, which allowed Jenner to proceed.
Attempting to own words or catchphrases is becoming more common, but is it really necessary? Even Kaitlyn from “The Vox” finds it absurd. “The funniest celebrity trademark cases are ones that involve catchphrases, obviously, because the idea of having a catchphrase is — on its face — ridiculous.” By definition, a trademark “distinguishes the source of goods of one party from those of others.” This suggests that brands can no longer use Jenner’s “Rise and Shine” for their goods and services. But does it really make sense?
All we can say for now is that the Kardashian-Jenner clan really knows how to profit from a trend.