Reality television star Kim Kardashian is expanding her empire of apps Monday with a new emoji app, aptly titled Kimoji.
Kimoji gives iOS users access to 250-plus Kardashian-themed emoticons, including emojis of Kim, her engagement ring, her lips, and even her infamous Paper Magazine “break the Internet” photo. People who download the app can use the emoticons—small cartoon-like images—with messaging apps like iMessage, WhatsApp, and Facebook Messenger.
The app, which costs $1.99, was already the top downloaded paid app in Apple’s app store on Monday. Kardashian tweeted mid-day on Monday that so many people downloaded her app that Apple’s App Store (aapl) was said to have slowed, but it is now functioning normally, according to a source familiar with the matter.
Kimoji was produced and developed by Los Angeles-based media company Whalerock Industries, which previously created an app for Kardashian that gives fans an up close and personal look into her life. The company also developed similar apps for Kardashian’s sisters, Khloe, Kourtney, Kylie and Kendall Jenner.
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They are all filled with photos, videos and live-streaming—for a fee. Kim Kardashian also has developed a hit mobile game developed in partnership with Glu Mobile.
Kimoji adds to Kardashian’s mobile app empire, but its functionality is relatively limited compared to her dedicated app and game. But nevertheless, it represents a new trend emerging among celebrities and media. By launching their own apps, reality TV stars have control of photos, videos and stories about their lives, which they had, in the past, mostly ceded to the media companies, or even social media sites like Instagram. A few weeks ago, for example, Kim Kardashian revealed the name of her newborn son on her own website before discussing it on social media.