Beyoncé files a new proposal to trademark her daughter Blue Ivy's name

October 30, 2024

The quest is now in year 12.

Beyoncé’s legal team is still hard at work to win the case that of her eldest daughter name trademark.

Lawyers for the music superstar recently submitted a motion with the Federal Trademark Office to register Blue Ivy Carter’s name as a trademark, Billboard reports. This follows a ruling earlier this year that denied the trademark to avoid confusion with a single-store clothing boutique in Wisconsin that had been using the name since before Blue Ivy was born.

The star’s lawyers argue that the ruling should be overturned because no one would confuse Beyoncé and Jay-Z’s daughter with a clothing store in the Midwest.

“Also, a reasonable consumer would come across the brand ‘Blue Ivy Carter’ and conclude that the famous Carter family had launched a clothing line with a small store in rural Wisconsin.”

The ‘Halo’ singer filed for the trademark through her BGK Trademark Holdings LLC just a week after Blue Ivy’s birth in January 2012. At the time, the famous couple faced public criticism as many believed they were planning to daughter to market. However, Jay-Z later clarified that they filed the trademark to protect their child from possible commercial exploitation.

“People wanted to make products based on our child’s name, and you don’t want anyone trying to profit from your baby’s name,” Jay-Z told Vanity fair in 2013. “It wasn’t up to us to do anything; as you can see, we didn’t do anything.

Twelve years later, the trademark is still pending. The postponement follows a legal dispute with Veronica Morales, who owns and trademarks a lifestyle event planning company called “Blue Ivy.” The U.S. Patent and Trademark Office dismissed Morales’ complaints in 2020.

Beyoncé’s lawyers filed for the same trademark registration, but suffered a setback in April when a trademark examiner issued a preliminary ruling stating that the mark was “confusingly similar” to the name of a Wisconsin clothing store that had trademarked its ‘Blue Ivy’. logo since 2011.

However, Beyoncé’s legal team argues that Blue Ivy Carter is internationally recognized, unlike the Wisconsin clothing store, and should not be excluded from trademarking her likeness because of such a small entity.

“Since her birth, she has resided in the conscience of the American public and thus…the consuming public would associate her with a trademark bearing her name,” Beyoncé’s filing said. “The parties each exist and thrive in their own separate worlds and may continue to do so in the future.”

Blue Ivy Carter prepares for her vocal acting debut at Disney’s Mufasa: The Lion Kinghits theaters on December 20 as Kiara, the daughter of Simba and Nala.