The Kardashians and Jenners are experts at taking memes and turning them into a lot of cash. Kylie Jenner’s latest endeavor to trademark “Rise and Shine” is no exception.
The sudden popularity of the “rise and shine” meme started earlier this month on October 10th when Kylie Jenner did a YouTube tour of her office. She walked into her daughter Stormi’s room and sang “Rise and shine” to wake her up.
People online began copying the video. The hashtag #riseandshine was the fastest trend to reach a billion views on TikTok. Even other celebrities got involved! Ariana Grande talked about using the phrase in an upcoming song, Miley Cyrus did it in an Instagram video, and Lizzo performed a version of it in a concert. The short tune even made an appearance on The Voice.
Jenner, not one to miss an opportunity to cash in, started selling “Rise and Shine” hoodies online for $65 each. The items sold out almost as soon as they were offered for sale. Many people also expect that a makeup product is also in the works. But some fans think she went too far with her next move.
Jenner filed to trademark the phrase “Rise and Shine” and the more slang version of “RIIISE AND SHIIINNEE.” The trademark could be a part of Kylie Jenner Cosmetics, but it could also cover clothing such as swimwear, undergarments, belts, coats, pants, dresses, footwear, headbands, headwear, jackets, loungewear, scarves, and socks.
Twitter users didn’t appreciate Jenner’s attempt at locking the common phrase down. Many people said that the phrase shouldn’t be trademarked because it’s been around since before she was born and that Jenner doesn’t need to try to make money off everything.
One user said, “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?”
Jenner isn’t the first celebrity to try to trademark a phrase after something went viral. Jasmine Masters went viral this summer with her “And I Oop” video. She trademarked the phrase soon after the video’s success. Other celebrities, including Taylor Swift, have had mixed results trying to trademark similar sayings.