Kylie Jenners viral rise and shine TikTok meme led to merchandise and a trademark application

In less than two weeks, Kylie Jenner’s innocuous office tour video on YouTube morphed into a massive TikTok meme, which she’s now turned into sold-out merchandise and a trademark application that would cover even more products.

Jenner filed the trademark application to cover merchandise using the words “rise and shine,” which is a reference to the recent meme. If the trademark application is accepted, it would be applied to dresses, jackets, socks, and even cosmetics, according to the filing. There are already other filings for variations of “rise and shine,” meaning there’s a chance the application will be rejected.

The meme is based on an eight-second clip from a YouTube vlog Jenner published on October 10th that included a tour of...

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