Beyoncé’s persistent effort to trademark her daughter Blue Ivy’s name succeeded after a 12-year legal battle. The U.S. Patent and Trademark Office approved the application on December 31, 2024.
Historic Trademark Victory Marks New Chapter
The breakthrough came after successfully challenging a Wisconsin retail store’s use of the “Blue Ivy” logo. BGK Trademark Holdings LLC can proceed if no objections arise within 30 days.
This approval enables Beyoncé to use Blue Ivy’s name across various products. The trademark covers toys, sporting goods, furniture, and computer software.
Legal Battles and Previous Challenges
The initial 2012 trademark application faced opposition from wedding planner Veronica Morales’s Blue Ivy Events. A 2020 tribunal dismissed these complaints.
The second application encountered resistance from a Wisconsin boutique using the Blue Ivy logo since 2011. Beyoncé’s legal team successfully argued against potential consumer confusion.
Rising Star Status Strengthens Brand Value
Blue Ivy’s recent public appearances have showcased her growing prominence. She performed alongside Beyoncé during the Renaissance World Tour.
Her Christmas Day appearance at the Houston Texans vs. Baltimore Ravens game demonstrated her public appeal. The mother-daughter duo’s Netflix-aired performance reinforced their brand synergy.
