One of the daughters of reputed drug lord Joaquin "El Chapo" Guzman has trademarked his nickname and could soon be selling everything from jewelry to toys bearing his likeness.

According to Time, Alejandrina Gisselle Guzman Salazar commenced taking steps to register her father's nickname with the Mexican Institute of Industrial Property as far back as in 2010.

Reportedly, the family now owns official trademarks for El Chapo  jewelry, watches, umbrellas, toys, luggage, Christmas tree decorations and both leather and pleather for the next four years.

Despite his well-known reputation as the reputed leader of the notorious Sinaloa drug cartel, El Chapo remains immensely popular across Mexico and the merchandise is pegged to be a surefire big seller.

Guzman is now being held at a maximum security prison in Mexico after recently being recaptured following a prison break where he dug a tunnel from his cell to the outside and spent several months on the run.

Mexican President Enrique Peña Nieto recently told CNN members of his administration are working with U.S. officials to extradite him here "as soon as possible." Guzman faces several federal indictments in the U.S. related to his alleged drug smuggling.

"Evidently, there's a whole process we have to go through that involves the judicial branch of our country, but the directive that the Attorney General's Office has been given is to work and speed up this work to make this extradition of this highly dangerous criminal happen as soon as possible," he said.

Guzman has now escaped from maximum security prisons in Mexico twice in the last 14 years and is now said to be under around the clock watch.

While most recently on the run, he met with Mexican actress Kate del Castillo and Academy Award winning actor Sean Penn for a feature article the "Carlito's Way" actor penned on him for Rolling Stone.

The interview lasted for several hours and Mexican officials have indicated the ongoing correspondence between the two camps was instrumental in helping them track down El Chapo.