Serious El Chapo fans will soon be able to buy jewelry, toys and even Christmas tree decorations adorned with the narco chief’s brand.
One of Joaquin “El Chapo” Guzman’s daughters, Alejandrina Gisselle Guzman Salazar, reportedly registered the nickname “El Chapo,” meaning ‘shorty,’ as a trademark with the Mexican Institute of Industrial Property. Beginning in 2010, Guzman Salazar filed applications for variations on the kingpin’s name, also including “El Chapo Guzman” and “Joaquin El Chapo Guzman.”
Alas, only “El Chapo” was approved — but for four different lines of products. The family now holds trademarks for El Chapo jewelry, watches, umbrellas, toys, luggage, Christmas tree decorations, and both leather and pleather until 2020. The Institute of Industrial Property rejected applications from other members of Guzman’s family.
There have not been reports of any official El Chapo merchandise yet, but given the drug lord’s popularity in Mexico it won’t be long.
More Must-Reads from TIME
- Donald Trump Is TIME's 2024 Person of the Year
- Why We Chose Trump as Person of the Year
- Is Intermittent Fasting Good or Bad for You?
- The 100 Must-Read Books of 2024
- The 20 Best Christmas TV Episodes
- Column: If Optimism Feels Ridiculous Now, Try Hope
- The Future of Climate Action Is Trade Policy
- Merle Bombardieri Is Helping People Make the Baby Decision
Write to Julia Zorthian at julia.zorthian@time.com