Kim, Khloe and Kylie have just copied Victoria Beckham's unusual parenting move
In fairness to the Kardashian-Jenner women, they're nothing if not enterprising.
They're some of the most famous faces on the planet thanks to their long-running show Keeping Up With The Kardashians but have actually made the bulk of their wealth from creating products and endorsing brands.
The sisters have now moved to ensure that the next generation will be able to do the same.
Kim, Khloe and Kylie are seeking to trademark their children's names.
They have filed to lock down the names North, Saint and Chicago West, True Thompson and Stormi Webster, according to documents obtained by TMZ.
The paperwork details plans for their names to be used on toys, clothing lines and skincare products.
The mums will also be able to sign brand deals on the kids' behalf, allowing them to endorse products made by other companies.
Kim, Khloe and Kylie wouldn't be the first celebrities to take this step.
Victoria Beckham famously trademarked her daughter Harper's name back in 2017.
The designer registered the then five-year-old's name with intellectual property authorities in Britain and Europe.
As her guardian, it meant Victoria would be the only person who could put little Harper's name to products.
Brooklyn, Cruz and Romeo Beckham's names have also been trademarked.