“What's in a name? that which we call a rose
By any other name would smell as sweet;”
It should come as no surprise that one of Hollywood’s most famous couples would go so far as to trademark their infant daughter’s name. Beyonce and Jay-Z have done just that, filing an application with the United States Patent and Trademark Office under her company BGK Trademark Holdings.
People are still talking about Blue Ivy, the couple’s daughter born in January of this year, who had her name filed for trademark just weeks after she came into the world. The application contains a seemingly endless list of potential uses for the name- products like fragrances, hair care, lotions, electronics, baby gear and on and on.
In February, the couple and their lawyers were asked to provide additional information on the application within a six month period before either accepting or rejecting the request. Since the filing, the USPTO has received a huge spike in applications, though there was one back in 2011 that could pose as a problem for the power couple.
A boutique in Wisconsin received approval for a trademark application in August of 2011 for the name “Blue Ivy.” The clothing store filed back before Beyonce was even pregnant, and now own the rights to use the name on their store, website, products, etc.- unless, however, they’re given an offer they can’t refuse.
Some viewers remain skeptical of the situation. Did the couple just choose a name like Blue Ivy so they could reserve the rights to use it on future endeavors? Had they named their baby something like Mary, it would have been nearly impossible to trademark. Others, however, say the couple is genuine and just playing it safe. In fact, the family attorney told MTV that, “Seeking the trademark forestalls competitors from using the child's name and or third parties from attempting to sell the baby's name back to the couple.”
Check out the couple’s full trademark application online here.