The couple filed an application with the US Patent and Trademark Office through Beyonces BGK Trademark Holdings. If granted, the trademark will protect Blue Ivys name from unauthorised use by companies and brands seeking to associate themselves with the superstar offspring.
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, family law attorney Vikki Ziegler told MTV News. They are likely trying to protect what they rightfully own or created, shall we say, by trademarking Blue Ivy's name.
Beyonce and Jay-Z may have grounds for registering the name, as the Patent Office has already declined two applications to trademark the name since Blue Ivys birth on 7 January.
The premium wheels complement a nursery that also contains (reportedly) a gold rocking horse, mini Bugatti car and Swarovski-encrusted high chair... because its never too early for babys first bling.