Canny Arlene Phillips has trademarked her famous name to stop chancers cashing in on her fame during her I'm A Celebrity stint.
The Hot Gossip dance troupe founder, 78, now has legal protection in place to prevent others from exploiting her talents, the Sun Online can exclusively reveal.
Arlene – who is part of the critter-filled ITV reality TV show's line up – filed papers with the government’s Intellectual Property Office to protect her name in the world of dancing, television, radio, education, film and theatre, plus books and magazines.
She’ll pick up £100,000 for three weeks' work to add to her estimated £2million fortune.
The ex Strictly Come Dancing judge made around £200,000 from media and dance work last year.
Her Arlene Phillips Hot Gossip Limited has around £770,000 in cash in its coffers and property investments of £537,089.
She paid £41,872 in Corporation Tax on her earnings – up from £31,054 in 2019.
In her career, Arlene has choreographed some of the West End's biggest theatre shows including Starlight Express, The Sound of Music, We Will Rock You, Grease and Flashdance.
She was also in charge of choreography on the 1982 film Annie, as well as music videos including Duran Duran's The Wild Boys, which was named Best British Video at the 1985 Brit Awards.
Arlene's TV credits include Britannia High as well as choreographing the 2002 Commonwealth Games opening and closing ceremonies.
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The choreographer is the oldest celebrity to ever enter the show and confessed she's terrified about what lies ahead.
She said: “All I can say is that I am the biggest coward in the world, I’m not courageous!
“Every time I watch the show, I absolutely admire those people who fearlessly enter into it. I’m the type of person who holds back.”
But the former Strictly favourite revealed there's one aspect she's confident she can handle – the basic rice and beans rations.
“I’ve also done weekly fasts for a malaria charity I work with, so that wouldn’t bother me,” she revealed.
Arlene previously spoke about her fears listing her phobias as “spiders, all those things you find on I'm A Celebrity – I don't like them but I have this great fantasy that I can put myself in a place that will deal with it all."
She added that many of her friends have been shocked at her decision to sign up.
Speaking about her former Strictly co-star Craig Revel Horwood's reaction to her entrance, she said: “Craig will say ‘Darling, are you mad?!’”
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