Blue Ivy is 7 years old, but her mother, Beyonce, is still working to get her oldest daughter's name trademarked, just as she was doing soon after the girl was born.
Beyonce and her husband Jay-Z, whose real name is Shawn Carter, first filed with the U.S. Patent and Trademark Office on January 26, 2012, to trademark Blue Ivy Carter's name, but by October of that year, it was rejected, The Telegraph reported at the time. The office sided instead with Boston-based event and wedding planner Veronica Morales of Blue Ivy Events.
In newly filed doccuments obtained by The Blast, the singer's company, BGK Trademark Holdings, LLC, continues to argue why they should have the trademark over Morales. It also points out the trademark being sought is for "Blue Ivy Carter," not "Blue Ivy," unlike the 2012 trademark filing.
E! News reported that, in January 2016, Beyonce's limited liability company filed to register a trademark for "Blue Ivy Carter." The trademark would be for fragrances, cosmetics and skincare, among other things.
The document hits back at Morales' claim that consumers would be confused about the singer's child and Morales boutique wedding and event planning business, saying it's "frivolous and should be refused in its entirety," The Blast reported.
"The circumstantial evidence, including Blue Ivy Carter's fame, her interest in fashion and design, and her familial relationship with two of the most famous performers in the world all support BGK's intent to use the BLUE IVY CATER trademark in connection with building a brand consistent with Blue Ivy Carter's interests and skills," the document said, according to The Blast.
"Blue Ivy Carter has achieved a significant amount of fame, particularly at such a young age," the brief said, according to E! News. "She also has a noted and well-chronicled interest in fashion. Given these factors, Blue Ivy Carter is capable of and interested in becoming the face of a brand... For this reason, the factual context demonstrates that BGK filed the Application with the intent to build a brand around Blue Ivy Carter and her public reputation and renown."
The Blast reported Beyonce and Morales are set to go to trial over the case.
The U.S. Patent and Trademark Office declined to comment to People and a request made by the publication for comment from Beyonce was not returned.
Perhaps Beyonce and Jay-Z got ahead of similar claims with their youngest children, twins Rumi and Sir. TMZ reported in 2017 that it appeared the couple's company filed trademark paperwork for Sir Carter and Rumi Carter around the time they were born.
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