Beyonce and her company want to launch a new fragrance and hair care line in the name of her daughter, Blue Ivy Carter. According to TMZ, Beyonce's attempts to trademark Blue Ivy's name has been blocked for a second time.
An event planning firm called Blue Ivy, which formed three years before Blue Ivy (the child) was born, has formally filed documents attempting to prevent Beyonce from securing the trademark. Beyonce attempted to trademark the name in 2012, and is doing so again with "Blue Ivy Carter."
Blue Ivy owner Veronica Morales argues that Jay Z and Beyonce only want the trademark to prevent others from using it. She cites a 2013 profile of Jay Z in Vanity Fair:
Jay tells Robinson that he and Beyoncé trademarked their daughter’s name simply so others couldn’t exploit it for profit. “People wanted to make products based on our child’s name,” he says, “and you don’t want anybody trying to benefit off your baby’s name. It wasn’t for us to do anything; as you see, we haven’t done anything.”