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When Jay-Z released a song about his newborn daughter just two days after her birth, and made her the youngest-ever musician with a song on the charts, it seemed possible to write it off as an enthusiastic dad bringing his daughter into the limelight maybe just a little too fast. But if you didn't believe the news that Beyonce's parents were pressuring her not to market her new baby, there's now some much stronger evidence to suggest that's in the works. According to The Washington Post, Jay-Z and Beyonce have filed an application with the U.S. Patent and Trademark Office to protect the name "Blue Ivy" and reserve it for future use on baby carriages, baby cosmetics, diaper bags and other products.
Now, to be fair, they only did this after learning that fashion designer Joseph Mbeh already attempted to trademark "Blue Ivy Carter NYC," and someone else tried to call dibs on "Blue Ivy Carter Glory IV." The trademark office wisely turned them down, citing a "very famous infant" already going by that name. But as the proud parents of the real Blue Ivy, Jay-Z and Beyonce are presumably entitled to trademark the name, ensuring both that nobody else can make a buck using their baby's name, and that they can take the opportunity in the future should they so desire.
Both Beyonce and Jay-Z have established themselves as smart businesspeople, putting their own names on products like Beyonce's House of Dereon and Jay-Z's Rocawear, in addition to endorsing all kinds of other companies. It wouldn't be the hugest stretch for them to sell products for babies, named for their own baby-- but given that Blue Ivy has been on the planet for not even a month, it still feels a little gross. It'll probably be a while before we see the Blue Ivy baby carriage line-- if we ever see it at all-- but will you want to buy it when that day comes?
Also worth keeping in mind-- the Post notes that a boutique in Sturgeon Bay, Wisconsin filed to trademark the name "Blue Ivy" over a year ago, before Beyonce was even pregnant, and has the right to use the name regardless of what the Knowles-Carter clan wants. So when the time comes, make sure you're buying the right Blue Ivy materials-- though I imagine it won't actually be that hard to tell the difference.