Beyoncé & Jay-Z Trademark Daughter's Name'

She appeared on her father's single at just a few hours old, so it comes as no surprise that Beyoncé and Jay-Z's daughter Blue Ivy is a brand in the making. According to reports in the US, the new parents have moved to trademark their one-month-old baby's name. The power-couple have filed an application with the U.S. Patent and Trademark Office to protect Blue Ivy's name against others using it. They mean business: Beyoncé and Jay-Z have moved to trademark their baby Blue Ivy Carter's name. The application was filed under Beyoncé's company BGK Trademark Holdings and is still pending, according to MTV. If approved Beyoncé, 30, and Jay-Z, 42, could use their daughter's name for any brand or endorsements, but it is more likely they took action in order to prevent others cashing in on their already famous offspring. Family law attorney Vikki Ziegler told MTV: 'Seeking the trademark forestalls competitors from using the child's name and or third parties from attempting to sell the baby's name back to the couple. They are likely trying to protect what they rightfully own or created, shall we say, by trademarking Blue Ivy's name.' The Patent Office has already denied two attempts by other parties to trademark the name since Blue Ivy was born on January 7, noting that the name belonged to a 'very famous infant' as the reason for the rejection. A spokesperson for the couple is yet to respond to Mail Online's request for comment. While little Miss Carter awaits the decision on her trademarked name, the pampered baby is being wheeled about in a very posh pram. According to Us Weekly, Beyoncé's BFF Gwyneth Paltrow splashed out £880 on a black Bugaboo Chameleon stroller for the baby - but that's something of a downgrade compared to the other extravagant transport at Blue Ivy's disposal. The new parents reportedly paid £400,000 on a solid gold rocking horse, and a mini Bugatti car for when her motor skills are more developed. And in the mean time, a £10,000 Swarovski-studded high chair and £30,000 'coach carriage' crib will keep Blue Ivy comfortable while stationary. Beyoncé's mother Tina Knowles recently spoke out about her granddaughter, telling People magazine: 'She's doing great. She's beautiful.' '[Being a grandma is] amazing. It's the second best job I've ever had.'