Once again, Kylie Jenner has proven she never fails to seize a marketing opportunity.
The 22-year-old has filed to trademark the phrase "rise and shine," a line that became a meme last week when footage of Jenner singing the phrase to her 1-year-old daughter, Stormi, went viral.
In addition to the standard "rise and shine," Jenner also wants to trademark the less formal "riiise and shiiinnee." The latter trademark would cover clothing while the former would also apply to cosmetics.
Jenner's trademark request has drawn backlash on Twitter, with many ridiculing the business decision as excessive.
A post shared by Kylie ✨ (@kyliejenner) on Oct 17, 2019 at 10:50am PDT
"Kylie Jenner is really trying to trademark rise and shine....." one user wrote.
"I think it’s so funny that kylie jenner is trying to trademark 'rise and shine' sis it was just a funny meme for the week nothing more nothing less lmao," wrote another.
Kylie Jenner is really trying to trademark rise and shine..... pic.twitter.com/azWOSMeVGO
— 💓🦄 (@SoQUALity) October 22, 2019
"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," another wrote. "Like why can’t she just let it be funny and leave it alone?"
USA TODAY has reached out to Jenner's rep for comment.
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?
— Ace 🥀🌻 (@_Nikiig) October 23, 2019
This is not the first time Jenner has filed a controversial trademark application. In 2016, the beauty mogul attempted to trademark the name "Kylie" – a move singer Kylie Minogue opposed.
According to documents, KDB Pty Ltd. filed a Notice of Opposition on behalf of Minogue in February of that year, claiming that granting Jenner the desired trademark would dilute Minogue's brand. It also mentions that the singer is "known worldwide simply as 'Kylie,'" and that Minogue registered the domain www.kylie.com in 1996.
Along with establishing Minogue's longtime presence, the notice was quick to shade Jenner, calling her a "secondary reality television personality who appeared on the television series 'Keeping Up With the Kardashians' as a supporting character, to Ms. Jenner’s halfsisters."
Contributing: Erin Jensen
This article originally appeared on USA TODAY: Kylie Jenner applies to trademark 'rise and shine,' irks Twitter