By Julia Zorthian
February 1, 2016

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.

Write to Julia Zorthian at julia.zorthian@time.com.

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