Beyonce Turns Blue Ivy Into a Brand

Credit: Kevin Mazur/Getty Images.

Beyonce’s baby is already becoming a brand. The Washington Post reports that on Jan. 26, Beyonce and husband Jay-Z filed an application with the U.S. Patent and Trademark Office to protect the name of their one-month old daughter, Blue Ivy, and reserve it for a future line of baby carriages, baby cosmetics, diaper bags and more accessories for fashion-forward infants.

Why so soon? Probably because outsiders tried to trademark Blue Ivy before the famous parents filed their application, submitting requests to trademark ”Blue Ivy Carter NYC”  and “Blue Ivy Carter Glory IV” for use on a line of fragrances. The office denied both filings, according to the Post, saying the name belonged to a “very famous infant ” and the trademarks would mislead consumers to believe that Bey and Jay approved the products.

Meanwhile, Beyonce was photographed wearing a gigantic blue ring at his Carnegie Hall concert on Tuesday. She later joined him at his 40/40 club for the post show party, wearing a low-cut dress in — you guessed it, blue — and mingling until 3:45 in the morning, according to the New York Daily News.