Beyonce moves to trademark 'Blue Ivy'

Beyonce and Jay-Z command two of the most lucrative personal brands in showbiz today. The savvy parents have moved to protect baby daughter Blue Ivy’s future brand by trademarking her name.

The couple filed an application with the US Patent and Trademark Office through Beyonce’s BGK Trademark Holdings. If granted, the trademark will protect Blue Ivy’s 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 Ivy’s birth on 7 January.

In other B-Z baby news, Gwyneth Paltrow apparently gifted close friend Beyonce with a top-of-the-line Bugaboo Chameleon stroller worth $979.

The premium wheels complement a nursery that also contains (reportedly) a gold rocking horse, mini Bugatti car and Swarovski-encrusted high chair... because it’s never too early for baby’s first bling.

Check out Beyonce's Blue (Ivy) manicure

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