Blue Ivy, the brand? Beyonce, Jay-Z move to trademark her name

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Blue Ivy -- Beyonce and Jay-Z’s baby daughter’s name was uniquely identifiable almost instantly, and her business-savvy parents are moving quickly to make sure she owns it.

Like, owns it with a trademark.

Blue Ivy Carter’s parents filed an application with the U.S. Patent and Trademark Office on Jan. 26 protecting the little girl’s name for possible use on a future line of baby goods, the Washington Post reported Friday.


Why the rush? There was no time to waste, it seems: Two Blue Ivy wanna-be entrepreneurs have already seen their applications swatted down, according to the Post, whose patent expert noted that no matter how many White House visits Bey and Jay had enjoyed, they’d still have to go through the office’s first-come, first-served procedure like the rest of us.

However, a surge in applications is usual when a new name or phrase explodes into the lexicon, and because it’s the office’s job to sort things out, they try to anticipate trends and then fast-track applications inspired by names in the news, a trademark policy administrator told the Post.

Still, one Blue Ivy earned the ol’ TM before Beyonce was even preggers: The Blue Ivy clothing store in Wisconsin got unknowingly lucky in early 2011.

Here’s hoping they had no plans to one day launch a line of baby togs.


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-- Christie D’Zurilla