Bosses at the popular show, hosted by Phillip Schofield, 60, and Holly Willoughby, 41, have seen Gwyneth Paltrow's Goop wellness site cash in.
And they have now made legal moves that will allow them to do the same.
Executives at ITV have been granted trademarks to allow them to market cosmetics, toiletries and clothes all using the This Morning branding.
They can also produce wellness advice, roadshows and exhibitions as well as books, computer games and accessories like wallets and purses.
Household items like bed linen, cutlery, crockery, utensils and glassware are also on the cards.
The applications have been passed by lawyers at the UK Government's Intellectual Property Office - and legal protection will stay in place for 10 years.
It prevents firms from cashing in on the show.
Holly has also just launched her own lifestyle and guidance brand called Wylde Moon.

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is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.

n. We will also use usage information in order to ensure users adhere to our Terms of Use. For example, a user’s usage information will help us confirm that a user only downloads a magazine or other content a permitted number of times or to a permitted number of devices.

which gives digital readers unlimited access to 9,000+ magazines and newspapers for a monthly subscription price. Magzter also has the largest number of stories in the world with its game-changing ezRead 2.0 feature for its apps, which enables smartphone and small-screen mobile users to enjoy magazine content the way it was meant to be enjoyed, with article text that is easy to read and is accompanied by stunning videos and high resolution photography.

{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.