The star first applied to trademark Blue Ivy’s name 12 years ago

BEYONCE is carefully planning daughter Blue Ivy’s future in the entertainment business by safeguarding her brand after her father Jay-Z’s scandal.

The power couple’s 12-year-old already has an impressive resume, performing with mom Beyonce on tour, narrating a New York Times best-selling book, and other projects.

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Beyoncé and Blue Ivy Carter attended the Los Angeles premiere of Disney’s Mufasa: The Lion KingCredit: Getty

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Blue Ivy walked onto the field for the Beyoncé halftime show during an NFL football game between the Baltimore Ravens and the Houston TexansCredit: Getty

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Jay-Z has denied raping a woman when she was a teen after the VMA Awards in 2000Credit: Getty
As the U.S. Sun previously revealed, Beyonce is finally allowed to move forward and trademark her child’s name after a 12-year battle.

And it could mean the family banking millions of dollars.

Their decision to move forward and secure rights for Blue Ivy’s name comes as Jay-Z has denied raping a then-teenager in 2000 after a lawsuit was filed against him and former friend Sean “Diddy” Combs.

The family put on a united front at the Los Angeles premiere of Disney’s Mufasa: The Lion King last month, as Jay-Z and Beyonce supported their daughter voicing the character of Kiara.

Grayce McCormick, founder of Lightfinder PR, said Beyonce’s moving forward with Blue Ivy’s trademark represents a strategic move “that reflects her keen awareness of personal branding and legacy building.”

“In recent appearances, Beyonce has struck a balance between relatability and exclusivity, from her Renaissance World Tour to her curated presence at high-profile events,” the expert exclusively told The U.S. Sun.

“These appearances not only reaffirm her iconic status but also introduce Blue Ivy into the public consciousness as an emerging talent.

“Blue Ivy’s surprise performances during the tour, however, did more than that.

“They highlighted a multi-generational legacy in the making, a unique narrative in entertainment branding that piques curiosity about Blue Ivy’s future.

“From a PR perspective, this move is consistent with Beyonce’s reputation as a meticulous and forward-thinking businesswoman.

“It demonstrates her understanding of intellectual property in a way that shields her family and aligns with her brand narrative of empowerment and ownership.”

SHAPING THE NARRATIVE

Grayce said to build Blue Ivy’s career, Beyonce can continue leveraging her platform to create opportunities for her daughter, while also allowing her to develop an identity distinct from her parents.

“Collaborations on philanthropic initiatives, a gradual introduction to creative projects, and opportunities for Blue Ivy to speak or appear independently will help shape her narrative,” she said.

“It’s crucial that this narrative resonates with authenticity, reflecting the values Beyonce herself champions.

“This authenticity will reassure fans and readers about the sincerity of the branding strategy.

“By blending mentorship with moments that allow Blue Ivy to shine independently, Beyonce is not just securing her daughter’s career foundation, she is also setting an inspiring example of parenting in the public eye.

“This approach ensures that Blue Ivy’s career is robust yet adaptable to future aspirations, securing her legacy as a mother and a global icon.”

Meanwhile, Grayce said a name like Blue Ivy is not just a personal identifier – it carries cultural and commercial significance due to her parents’ fame.

By trademarking it, the family ensures that their child’s name cannot be used without permission for products, services, or ventures that “could harm their reputation or exploit their identity.”

She explained, “Securing a trademark is critical for controlling a name’s commercial and cultural use.

“It ensures that the family can prevent others from using Blue Ivy’s name for unauthorized purposes, such as creating knockoff products or ventures that could misrepresent her identity.

“A trademark also allows the family to build a consistent and authentic brand narrative for Blue Ivy, whether for creative, philanthropic, or business endeavors in the future.”

FIGHT OVER BLUE’S NAME

Beyonce’s BGK Trademark Holdings LLC first tried to trademark her daughter’s name after she was born in 2012 but ended up fighting with a wedding planner who runs Blue Ivy Events in Massachusetts.

The dispute led to a tribunal in 2020 but the USPTO rejected the owner’s complaints and ruled the two were not enough alike.

Despite Beyonce winning the legal battle, her lawyers never moved forward with the application and it was eventually abandoned.

When she applied a second time in November 2023, she quickly ran into issues again.

An examiner issued a tentative ruling because a Wisconsin clothing store uses a Blue Ivy logo, even though the shop itself never opposed the application.

Documents show they claimed Blue Ivy Carter was too “confusingly similar” to the boutique.

But after challenging the denial, filings show Beyonce has now been allowed to go forward with the process.

Approval for publication in The Trademark Official Gazette was set for December 31, 2024.

JAY-Z’S BATTLE

It’s been a difficult time for the family, as Jay-Z slammed the lawsuit allegations as “blackmail” and “lies.”

The mogul’s attorney will reportedly claim in court that the statute the accuser is suing under was not enacted until after the alleged incident, according to TMZ.

In the lawsuit, a woman identified only as Jane Doe said she tried to gain entry to the MTV Video Music Awards in New York City without a ticket on September 7, 2000.

A limo driver allegedly told her he worked for Diddy, and invited her to an afterparty.

Doe claimed she was later driven to a house and was assaulted by both rappers.

Jay-Z’s lawyer has reportedly hit back at these claims and said the alleged location of these attacks could not have been in New York City.

The attorney argued that even if the statute applied, it would only cover incidents that happened in New York City.

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Blue Ive Carter and Beyonce performed onstage in Atlanta Georgia in August 2023Credit: Getty

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Beyonce performed onstage during the Renaissance World Tour at SoFi Stadium in September 2023Credit: Getty

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Beyonce fought for 12 years to move forward with Blue Ivy’s trademark applicationCredit: Getty