Beyoncé is now able to trademark her 12-year-old daughter Blue Ivy’s name after a lengthy legal battle.
On Tuesday, the 43-year-old global superstar officially won her court case against a small Wisconsin boutique — who had held the trademark since September 2009 — for legal rights to the phrase ‘Blue Ivy’ according to The Trademark Official Gazette.
The Single Ladies songstress first began her battle with federal regulators in early 2012 when her eldest child was born. Beyoncé and Jay-Z sought to protect their daughter’s name to stop others from capitalizing on its use.
This strategic action from Beyonce’s BGK Trademark Holdings LLC faced resistance from Veronica Morales, a wedding planner who had operated under “Blue Ivy Events” since 2009, three years before the singer’s filings. Morales contended that the trademark would negatively impact her brand, leading to a legal conflict that continued for several years.
According to the documents, the “Love on Top” singer, said Morales’ original argument “that consumers are likely to be confused between a boutique wedding event planning business and Blue Ivy Carter, the daughter of two of the most famous performers in the world, is frivolous and should be refused in its entirety.”
As ShineMyCrown reports, the U.S. Patent and Trademark Office rejected Morales’ claims, determining that the names of the event company and Blue Ivy were different in 2020. This ruling allowed Beyoncé to continue her trademark efforts.
In 2023, Beyoncé reapplied for her trademark, only to encounter opposition from the Wisconsin boutique asserting rights to a “Blue Ivy” logo. The examiner stated that the store, which has owned the logo since 2011, and the name of the star’s daughter were “confusingly similar.” However, when the boutique did not contest the application, Beyoncé’s legal team proceeded, ultimately resolving the issue successfully.
“Within 30 days of the publication date, any party who believes it will be damaged by the registration of the mark may file a notice of opposition (or extension of time) with the Trademark Trial and Appeal Board,” the Trademark Official Gazette formally publicized on December 31.
If a refusal is not submitted by January 30, the star’s lawyers will receive a Notice of Allowance.