Trademark News & Screw-ups Jay-Z, Beyonce Name Their Twins Rumi and Sir: Report

One may wonder if celebrities trademark all sorts of things, including their children's names, to draw media attention to them (the cost of trademarking is negligible compared to the value that PR around it may generate) or if they do it because of the exiting media attention following their every move (in which case trademarking becomes a way to protect their assets against freeloaders and parasites who would jump on the bandwagon to get a little piece of the celebrity action). It's probably both, but let's not forget Beyonce's very own problem over her other daughter's name she is trying to trademark, Ivy Carter, that is now being challenged. The problem with trademarking your children's names is that for a trademark to be and to remain registered, it has to be used in connection with the products and services listed in your trademark application. You can't just park a name and wait until your children grow up and figure out what they want to do with the trademark. Which creates a real dilemma for celebrities. On the one hand, they get the most media attention just around birth of their children. On the other hand, by the time their children can actually take advantage of the trademark, it will likely be cancelled for non-use. But, to be honest, with the cost of trademarking being negligible compared to potential reward (and not just for celebrities and their children), it makes perfect sense to at least try to secure as many assets as possible.

The video below features Andrei Mincov's commentary of this article.



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