Blue Ivy, Spawn of Jay-Z and Beyonce, Set to Become a Brand?

Baby Is Just Weeks Old but Her Name Has Already Been Filed for Trademark

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Any artist or inventor wants to protect his or her most valuable creations, and hip-hop's power duo Jay -Z and Beyonce are treating their first child much the same.

Beyonce and Jay -Z
Beyonce and Jay -Z
The Washington Post reported that the couple has filed an application with the U.S. Patent and Trademark office for daughter Blue Ivy's name. The application was filed by BGK Trademark Holdings, Beyonce's company, and is expected to go through successfully.

Lawyers seem to the think the move makes sense given that it could prevent competitors or third parties from selling the name back to the couple, or capitalizing off it by selling goods, such as kid's clothes, using the Blue Ivy name.

But Rolling Stone's take is that the couple wants to ensure that they can be the first ones to capitalize off of their spawn. The magazine wrote: "The new parents have plans to reserve their child's name for possible use as a brand name for a line of baby-related products, including carriages, diaper bags and baby cosmetics. Yes, baby cosmetics are apparently a real thing."

As Ad Age reported last month, the choice of name Blue Ivy was met with more than the usual hoopla of a wacky celebrity name -- not just because it was a name bestowed by the superstar couple, but because there are long-established businesses for which it presented a quandary. There's a Boston events company that has long had the same name, and there's also Blue Ivy Communications, a South Florida PR firm.

We asked Melissa Perlman, president of Blue Ivy Communications, what she thinks about the Bey and Jay 's trademark filing. Here's what she had to say: "Based on the response that the name received after Beyonce and Jay -Z announced the birth of Blue Ivy -- and I was witness to a lot of it (having my Twitter followers soar and number of hits to my website increasing by 700% just because of the commonality) -- it's probably not a bad idea to trademark the name. Especially if they are hoping to create a brand based on the name, you want to make sure people are not trying to take advantage of it and launching their own businesses just to jump on the bandwagon. For those companies, like myself that already were utilizing the name, of course, I hope it does not hurt or negatively affect any of our businesses."

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