[UPDATE] October 22, 2019 4:35 p.m. EST Kylie Jenner hopes to continue to cash in on her "rise and shine" hype, as the 22-year-old businesswoman has filed a trademark for the catch phrase, TMZ reports. Jenner is asking for legal ownership of the slang version of the popular phrase in the form of "RIIISE AND SHIIINNEE." If permitted, the trademark would cover use of the slogan on belts, pants, coats, dresses, footwear, gloves, headbands, headwear, jackets, loungewear, scarves, sleepwear, socks, swimwear, undergarments, and cosmetics.
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The video tour was posted earlier this month and was highlighted by the meme-worthy moment in which Jenner sings "rise and shine" to wake up her daughter, Stormi.
The same day the video went live, the hashtag #RiseandShine reportedly hit 4 million views on TikTok. The following day it hit 70 million and by Sunday it reached one billion views, making it the platform's fastest-growing hashtag trend.
Of course, that doesn't mean that the video itself has been viewed one billion times, much of that is down to TikTok users creating their own content from it. Watch some of the best responses in the video below.
The moment was such a viral hit that Jenner has even leaped on the opportunity herself, converting Rise and Shine into dedicated merch, which is available to cop on her KylieShop website.