Love 'em or hate 'em, reality tv stars, The Kardashians and Kardashian Inc. are branding powerhouses to be reckoned with. Last year they earned $65 million – more than Tom Cruise, Sandra Bullock and Angelina Jolie combined. This year their estimated earnings are set to top more than $100 million. From fragrances and paid endorsements to designer duds and a “destination Kardashian” at the Mirage in Las Vegas (which houses every product the family endorses). “We’ll take Kim in a bikini and put her on a beach towel,” mother Kris Jenner says. “So you would be laying on a Kardashian at the pool.” The hotel itself will be a Kardashian shrine: room keys will bear their image, each of the 4,338 rooms will house Kardashian-branded water in the minibars, Kim’s fragrance on the vanity; oh, and Kim and the girls will be vamping on a dozen of the new slot machines. Really? You can lay on a Kardashian by the poolside and this is their mom speaking? (Actually it was Kris’s idea).
The mother and “Momager” behind the Kardashian powerhouse, Kris Jenner, may be many things – bossy, controlling, nosy, obsessed with personal lubricant to name a few, but when it comes to monetizing her family’s reality TV fame in inventive and controversial ways, the woman can’t be beat.
And, just like the inventor of Silly Bandz, the success she’s created for her family hasn’t been overnight either – it’s been many, many years in the making. A former airline hostess, she started back in the early 90s selling exercise equipment via an informercial she wrote and produced with gold medalist hubby Bruce Jenner.......... (continued below).
Kris met husband Jenner on a blind date - at the time he was doing a little motivational speaking, a few public appearances but mostly playing a whole lot of golf. Kris recognized an opportunity when she saw one and began overseeing his speaking engagements and management deals.
By 1994, Kris and Bruce launched a line of stair-climbing fitness equipment via a self-produced infomercial, “Super Fit With Bruce Jenner,” in which they both appeared. The ad was a success, running 2,000 times a month in 17 countries, however in 1995 and 1997,Kris added 2 more daughters to the clan and her show biz career took a 10-year hiatus.
In February of 2007, inspired by the Success of Sharon Osbourne and the Ozzy Osbourne Show, Kris independently produced a presentation tape of a reality show following her family and had begun shopping it to different production companies. It was about this time that Kim Kardashian sat her Mom down and told her that a sex tape she'd made with her boyfriend had been sold to an adult film distributor and was going on sale at the end of the month. If there was ever a time to turn lemons into lemonade, this was it. Kris hired a spin doctor to handle the public outcry. Vivid, the adult film distributor ended up having to pay Kim a reported $5 million for the sex tape and the tape itself went on to become one of Vivid’s best-selling DVDs in 10 years — putting the Kardashians squarely on the map. In 2006 Kris signed a deal with Ryan Seacrest Productions to follow her family on a new reality tv series - Keeping Up With The Kardashians.
“My job", said Kris "is trying to take my kids’ 15 minutes and turn it into 30.”
Looks like she hit the ball out of the park on that one ...