WHAT MONEY CAN DO

Four weeks after Beyoncé and Jay-Z welcomed Blue Ivy Carter to the world, the new parents filed an application with the U.S. Patent and Trademark Office to protect the baby’s name from being used as a brand.

The Washington Post  that the couple wants the exclusive use of the infant’s name for a future line of products — including baby clothes, carriages, baby cosmetics, and diaper bags.

Two designers have already tried to patent the name. Fashion designer Joseph Mbeh wanted to trademark “Blue Ivy Carter NYC” on January 11. Nine days later another applicant made an attempt at “Blue Ivy Carter Glory IV” for perfume.

Both attempts were denied by the U.S. Patent and Trademark Office because the name belonged to “a very famous infant.” The government argued consumers would be misled into believing the products were created or approved by her celebrity parents.

Mbeh released a statement saying he never intended to make money off of the child’s name, but instead planned on discussing the idea with Beyoncé and Jay-Z.

Though the request from Beyoncé’s company BGK Trademark Holdings is pending, Rolling Stone  that the application is a shoe-in because “parents are legally authorized to trademark the names of their minor children.”

The only trouble the celebrity couple may run into is with a boutique in Sturgeon Bay, Wisconsin. On January 19, 2011, long before Beyonce was pregnant, the clothing store “Blue Ivy” filed a trademark application. The store received approval in August.

The store’s owners can now use that name anywhere they please, including a website, their store’s name, and products they sell.

The company can also sell the trademark, if the famous pair is willing to pay big bucks.

The Post said reps for Beyoncé and Jay-Z didn’t respond to requests for comment.