Beyoncé is still fighting to trademark her daughter Blue Ivy

Beyoncé takes the protection of her kid’s images and likenesses seriously. So much in order that shortly after the birth of her eldest daughter, Blue Ivy Carter, in 2012, the superstar’s company BGK Trademark Holdings LLC sent an application to the United States Patent and Trademark Office (USPTO) to register her daughter’s unique name as a trademark.

Now, greater than a decade later, the “Cowboy Carter” singer’s lawyers are still fighting to block mental property rights to the 12-year-old’s name. Last week, Beyoncé’s legal team reportedly filed a motion with the federal trademark office opposing a ruling that said consumers could confuse the infant’s name with the Wisconsin clothing boutique of the identical name.

“No reasonable consumer would experience any confusion by encountering a (store) logo that is used in one small store in Fish Creek, Wisconsin, an unincorporated community of approximately 997 people,” Beyoncé’s lawyers said in an announcement, per Billboard. “Nor would a reasonable consumer come across the ‘Blue Ivy Carter’ trademark and conclude that the famous Carter family had partnered with a small store in rural Wisconsin to launch a clothing line.”

Beyoncé and Jay-Z’s decision to trademark their daughter’s name has sparked interest from the celebrity couple. While some wondered whether the parents planned to abuse their child, Jay-Z dismissed the allegations in: Interview with Vanity Fair from 2013revealing that it was merely a precautionary measure.

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“People wanted to make products based on our baby’s name, and you don’t want anyone trying to profit from your baby’s name,” he told the publication on the time. “It wasn’t up to us to do anything; as you’ll be able to see, we didn’t do anything.

“First of all, he’s a child and it bothers me when he doesn’t have (restrictions). I came from the streets and even in the most horrible things we did, we had certain issues: no children, no mothers – there was respect there. But (now) there are no limits,” he continued. “For someone to say, ‘This person has a baby, I’m going to make a f***ing stroller with that baby’s name on it. Question: Where is the humanity?”

Aside from their Wisconsin boutique, the couple has faced quite a few obstacles since trying to secure the trademark through the years. Their application was initially challenged by Veronica Morales, a lady who runs a way of life event planning company under the trade name “Blue Ivy.” Although the USPTO rejected her grievance, ruling that they were “so different that confusion is unlikely,” Beyoncé’s application was ruled denied last yr since the star’s legal team took no motion on the ruling.

Filing a brand new application in November 2023, attorneys for Cécred’s owner faced one other problem when a trademark examiner noticed a confusing similarity between the infant’s name and the Wisconsin boutique. Although the clothing boutique never filed a grievance, the USPTO used its existence as a reason to deny the star’s application.

“From the moment she was born, (Blue Ivy) has lived in the consciousness of American society and therefore… consumers will associate her with the trademark bearing her name,” BGK’s lawyers added. “Each side exists and thrives in its own separate world and may continue to do so in the future.”