Table of Contents
Key Points
- Beyoncé secures trademark for Blue Ivy's name after 12 years of legal battles, covering a wide range of products from toys to software.
- The Wisconsin boutique's opposition to the trademark was resolved in Beyoncé's favor, clearing the path for final approval by the USPTO.
- This trademark victory boosts Beyoncé's growing business empire, aligning with her fashion ventures and protecting her daughter's legacy.
Beyoncé's long-running legal battle to secure a trademark for her daughter Blue Ivy’s name has come to a successful conclusion. After 12 years of legal challenges, the U.S. Patent and Trademark Office (USPTO) has approved the trademark application, clearing the way for the singer and business mogul to protect her daughter’s name in connection with a wide range of products, from toys and furniture to sporting goods and computer software.
The victory follows years of complications, including opposition from a Wisconsin-based retail store that had used the “Blue Ivy” logo since 2011. Despite initially contesting the trademark, the boutique never formally opposed Beyoncé’s most recent trademark application, which was published in the USPTO’s Trademark Official Gazette on December 31, 2024. This publication marks the final step before the trademark is fully granted.
According to trademark guidelines, any party who believes it will be harmed by the registration of the mark has 30 days from the publication date to file an opposition or request an extension. However, if no objections are filed, Beyoncé’s legal team will receive a Notice of Allowance, paving the way for the formal granting of the trademark.
Beyoncé's trademark progress after legal disputes
Beyoncé's trademark covers a range of products, including toys, sporting goods, and furniture, extending her intellectual property reach through her daughter's name. The trademark process began in 2012 when Beyoncé’s company, BGK Trademark Holdings LLC, filed the initial application.
The process faced delays, including a dispute with wedding planner Veronica Morales, who claimed the names were too similar. The USPTO ruled in Beyoncé's favor in 2020, stating no significant likelihood of confusion between the two brands.
Further delays occurred in 2020 when a Wisconsin boutique, which had used the "Blue Ivy" logo since 2011, raised concerns over potential consumer confusion. Beyoncé's legal team successfully argued that no reasonable consumer would be confused, as the boutique operated in Fish Creek, Wisconsin, with a population of roughly 997. The dispute was resolved in her favor, allowing the application to move forward.
This trademark is a strategic move in Beyoncé's expanding business empire, which includes fashion ventures. In 2016, she launched the Ivy Park activewear brand with Sir Philip Green of Topshop. After ending the partnership in 2018, Beyoncé took full ownership. However, her collaboration with Adidas faced challenges, including missed sales projections, leading to a $10 million loss for the company and the termination of their partnership in 2022.
Beyoncé expands brand with legal success
Beyoncé, undeterred, shifted her focus to high fashion, partnering with French luxury brand Balmain and designer Olivier Rousteing for a “wearable album” collection. The collaboration, inspired by her Grammy-winning album Renaissance, included 16 runway-style outfits, marking her first major fashion project since the split with Adidas.
The trademarking of Blue Ivy’s name aligns with Beyoncé's broader efforts to protect and monetize her brand. This achievement also adds a personal touch, as the name is not only tied to her business ventures but also to the legacy she is building for her daughter, who has recently gained public recognition of her own.
Following a standout performance alongside Beyoncé during the Renaissance World Tour and a high-profile appearance at the Christmas Day NFL game, Blue Ivy’s presence has solidified her role in Beyoncé's business and creative endeavors.
With this legal victory, Beyoncé takes another significant step in expanding her already extensive empire, ensuring that her daughter’s name will be protected as part of the brand’s future success.
