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Beyoncé and Jay-Z trademark baby Blue Ivy's name. Nappies, anyone?

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By Noel Young | Correspondent

February 10, 2012 | 2 min read

Jay-Z and Beyoncé have filed an application with the U.S. Patent and Trademark office for daughter Blue Ivy's name, according to the Washington Post.

Beyoncé and Jay-Z

The application was filed by BGK Trademark Holdings, Beyoncé's company, and is expected to go through successfully.

Lawyers think the move makes sense, says AdAge. It could stop someone trying to sell the name back to the couple, or selling goods, such as kid's clothes, using the Blue Ivy name.

The view of Rolling Stone magazine is that the star couple wants to make sure they can be the first ones to capitalise off of their spawn.

The magazine wrote: "The new parents have plans to reserve their child's name for possible use as a brand name for a line of baby-related products, including carriages, diaper bags, and baby cosmetics."

"Yes, baby cosmetics are apparently a real thing."

For some long-established businesses the name presents a quandary. A Boston events company has long had the same name, and a South Florida PR firm is called Blue Ivy Communications.

Melissa Perlman, president of Blue Ivy Communications, told AdAge, "After Beyoncé and Jay-Z announced the birth of Blue Ivy, hits to my website went up 700%.

"It's probably not a bad idea to trademark the name. Especially if they are hoping to create a brand based on the name.

"For companies, like myself already utilising the name, of course, I hope it does not hurt or negatively affect any of our businesses."

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