Trademarking Twins

 In Fashion, music, Trademarks

In a strange turn of events that could only happen to successful celebrities in recent years, it appears that the names of Beyoncé and Jay Z’s twins were originally revealed after paperwork was filed to trademark the babies’ names, Rumi and Sir. Speculation remained until a spokesperson for the family officially confirmed the names of the newest members of the Carter family.

According to some sources, Beyoncé gave birth to the twins around June 18th, although neither parent or their official representatives made any announcements until weeks later.

Applications were filed by Beyoncé and Jay Z’s company BGK Trademark Holdings with the United States Patent and Trademark Office earlier last month to secure rights to the names Rumi Carter and Sir Carter. Rumi is the name of a 13th century Persian poet, but the significance of Sir remains unknown. The trademarks would cover fragrances, cosmetics, key chains, baby gear, mugs, water bottles, playing cards, tote bags, sports balls and other items.

The couple had filed trademark papers for the name Blue Ivy, the couple’s 5-year-old daughter in 2012, seeking to secure rights for use as a brand name for baby-related products, including carriages, diaper bags and baby cosmetics. Their path to success on that subject remains a significant struggle for them. An event-planning company in Boston has the rights to the name Blue Ivy and submitted court documents in an effort to stop Beyoncé from getting ownership of the name “Blue Ivy”.

Reportedly, BGK Trademark Holdings also applied for “Blue Ivy Carter” earlier this year, hoping that adding the last name may secure a trademark for them.

Both Beyoncé and Jay Z have been very successful building brands both within the music industry and beyond, so it is not surprising that they are planning for their children’s future.

According to statista, the global baby care market is presumed to hit $66.8 billion in sales this year and it is not unreasonable to speculate that if Beyoncé and Jay Z are granted trademarks for all three children’s names, they may obtain a substantial amount of that money.


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