If Jay-Z and Beyoncé have their way, the signifier “Blue Ivy Carter” won’t just refer to a beautiful, bouncing bairn, but to a lucrative brand name.
The Washington Post reports that the couple last week submitted an application with the U.S. Patent and Trademark Office to draw an impregnable legal wall around Blue Ivy.
The singers and media moguls cite their intention to use the name for a line “of baby carriages, baby cosmetics, diaper bags and other undoubtedly fabulous accoutrements for the fashion-forward infant,” says the Post.
(It's like my mom always used to say, nothing says "I love you" more than an aggressive marketing campaign.)
Seems great minds think alike: Two weeks before Jay-Z and Beyoncé’s filing, Fashion designer Joseph Mbeh, filed to trademark “Blue Ivy Carter NYC.” Another application sough to reserve the name “Blue Ivy Carter Glory IV” for a line of perfumes.
Both applications were denied by the trademark office which said since the name belonged to a “very famous infant,” consumers would think products bearing the name were approved by her parents.
The Post says Mbeh beat a hasty retreat, releasing a statement that said he didn’t want the name for himself, but planned to talk with Blue Ivy’s parents about the possibility of collaborating with them for a collection of Blue Ivy fashions.
The application is pending, but is being fast-tracked says the Post which opines whether Jay-Z and Beyoncé’s palsy relationship with a certain White House occupant may have greased the wheels.
Regardless, it will most likely be approved since parents have the legal right to trademark names of their minor children.