Beyoncé's Strategic Move: Trademarking Blue Ivy Carter's Name – A Protective Measure or Empire Building?

In a move that both sparks debate and protects intellectual property, Beyoncé has filed a new "Intent to Use" application to trademark "Blue Ivy Carter," which is the name of her daughter with Jay-Z.

This comes after a 2020 victory for Beyoncé where she won a long-fought battle spanning several years, which granted Beyoncé exclusive rights to use the "Blue Ivy Carter" mark for a wide range of commercial purposes.

But the question remains: is this a power move for future ventures, or simply safeguarding her daughter's identity in the age of the internet?

The trademark trail: from opposition to approval

The initial trademark registration application was filed in 2012, shortly after Blue Ivy's birth. It covered a vast array of goods and services, from clothing and fragrances to entertainment and online retail. 

However, the path to approval wasn't smooth. Veronica Morales, a Massachusetts wedding planner who owned the trademark "Blue Ivy" for her business, filed an opposition, claiming potential confusion among consumers.

After years of legal proceedings, the Trademark Trial and Appeal Board ultimately ruled in Beyonce's favor in 2020. The board determined that "Blue Ivy Carter" was inherently distinctive due to its association with a famous celebrity child and that there was no likelihood of confusion with Morales's business.

Potential for commercial use

The trademark application filed with the USPTO on 3rd November 2023 under Beyoncé's holding company, BGK Trademark Holdings, LLC, lists the mark under the following trademark classes:

• Class (041): Education and Entertainment Services

Entertainment services, namely, providing online video games, dance events by a recording artist, multimedia production services; Entertainment services in the nature of live musical performances; production of motion picture films; and fan clubs.

• Class (035): Advertising, Business & Retail Services

Product merchandising for others; online retail store services featuring music, musical recordings, motion pictures, clothing and clothing accessories, novelty items; Entertainment marketing services, namely, marketing, promotion, and advertising for recording and performing artists.

• Class (028): Toys and Sporting Goods Products

Playing cards; balls, namely basketballs, baseballs, footballs, kick balls, rubber balls, beach balls, golf balls, hand balls, tennis balls, racquet balls, soccer balls, sport balls; dolls; baby multiple activity toys; baby rattles; and baby swings.

• Class (026): Lace, Ribbons & Embroidery and Fancy Goods

Hair accessories, namely, hair ties, hair scrunchies, barrettes, hair bands, hair bows, hair clips, hair pins, hair ribbons, ponytail holders; novelty buttons; hair accessories, namely, electric hair-curlers, other than hand implements.

• Class (024): Fabrics

Banners of cloth, nylon; flags, namely, cloth flags, nylon flags; towels; baby bedding, namely, bundle bags, swaddling blankets, crib bumpers, fitted crib sheets, crib skirts, crib blankets; and baby blankets.

• Class (021): Houseware and Glass Products

Mugs; beverage glassware; plastic water bottles sold empty; hair accessories, namely, hair combs; baby bathtubs; and drinking cups for babies.

• Class (020): Furniture Products

Plastic key chains and plastic key rings; small leather goods, namely, leather picture frames, leather key fobs, and leather key holders; plastic flags; vinyl banners; baby bouncers; baby changing mats; baby changing tables; high chairs for babies; and playpens for babies.

• Class (018): Leather Products (not including clothing)

Bags, namely, tote bags, beach bags, handbags, diaper bags, baby carriers worn on the body, pouch baby carriers, luggage; small leather goods, namely, leather cases, leather bags and wallets, leather purses, leather billfolds, leather key chains, and leather key cases.

• Class (016): Paper Goods and Printed Material

Books in the field of music, motion pictures, musical performers; photographs; posters; baby books; stickers; print materials, namely, art prints, color prints, concert programs, calendars, pens, postcards; gift bags; paper flags; trading cards; and paper baby bibs.

• Class (012): Vehicles and Products for locomotion by land, air, or water

Baby carriages and baby strollers.

• Class (010): Medical Instrument Products

Baby teething rings.

• Class [009]: Computer & Software Products & Electrical & Scientific Products

DVDs, CDs, and audio and visual sound recordings featuring musical performances; musical sound recordings; computer application software for mobile phones; portable media players and handheld computers for use in downloading music, ringtones and video games; handheld and mobile digital electronic devices, namely, tablet PCs, cellular phones, laptops, portable media players, handheld computers; cases and covers for mobile phones and mobile digital electronic devices, namely, laptops, cell phones, radio pagers, mobile computers; downloadable web-based application software in the nature of a mobile application downloadable to handheld and mobile digital electronic devices for use in downloading music, ringtones and video games; decorative magnets, eyewear, eyeglass cases; computer bags; and graduated glassware.

• Class (006): Metal Products

Metal key chains and metal key rings.

• Class (003): Cosmetics and Cleaning Products

Fragrances; cosmetics; skin care products, namely, non-medicated skin care preparations, non-medicated skin care creams and lotions, namely, body cream, hand cream, skin lotion, body lotions, skin moisturizers, skin emollients, skin cleansing creams, skin cleansing lotions, all for adults and infants; hair care products, namely, non-medicated hair care preparations, non-medicated hair gel, shampoo, conditioner, hair mousse, hair oils, hair pomades, and hair spray.

Protecting Blue Ivy's identity or building an empire?

Some view this as a strategic move to capitalize on Blue Ivy's growing fame and influence, potentially launching clothing lines, fragrances, or even entertainment ventures under her name. 

Others believe it's primarily about protecting Blue Ivy's privacy and preventing unauthorized commercial exploitation of her identity.

While celebrity children have their share of privilege, they also face many challenges, such as constantly being in the public eye from the time they're born. 

The media frenzy surrounding their lives often blurs the line between personal and public, and the potential for exploitation is real. In this context, securing the trademark could be seen as a proactive measure to shield Blue Ivy from unwanted commercialization and ensure control over how her name is used.

Whether it's a strategic business move or a protective measure for her daughter, the legal victory has secured exclusive rights and opened doors for future possibilities.

What does the future hold for "Blue Ivy Carter" as a brand?

While the exact plans for the "Blue Ivy Carter" brand remain under wraps, there is no doubt that it holds immense potential. Blue Ivy, now 11 years old, has already carved her own path in the fashion and music worlds, appearing in her mother's music videos and even winning a Peabody Award for her voiceover work in the documentary “Hair Love.”

Beyoncé's victory in the trademark battle for Blue Ivy Carter's name is a significant one, with far-reaching implications for the future of this young icon. 

While the ethics of trademarking children's names remain a topic of debate, there is no doubt that the mark Blue Ivy Carter is a brand with immense potential. Only time will tell what the future holds for her, but one thing is certain: the world is watching.