Beyoncé, Jay-Z trademark Blue Ivy's name

Beyoncé and Jay-Z have branded their baby: The music-industry power couple filed a U.S. Patent and Trademark Office application to trademark the name Blue Ivy Carter on Jan. 26, 19 days after their daughter's birth.

The application by BGK Trademark Holdings -- a Delaware-registered limited-liability company using the initials for Beyoncé Giselle Knowles -- covers an immense variety of products, from fragrances to sports equipment to key chains (with separate specifications for "metal," "plastic" and "leather" key chains).

Included are baby carriages, baby rattles, baby teething rings and baby swings, as well as "online retail store services featuring music, musical recordings, motion pictures, clothing and accessories."

The "Carter" comes from Jay-Z's real name, Shawn Corey Carter. Parents are legally authorized to trademark the names of their minor children, trademark experts told The Washington Post.

The couple's reasoning may be partly pre-emptive: The Trademark Office has already denied a Jan. 24 application by Joseph Mbeh of Jersey City, who tried to trademark "Blue Ivy Carter NYC" for clothing. And a Jan. 20 application for "Blue Ivy Carter Glory IV" by Benton Clothier of Long Island City, covering fragrances and beauty products, is still active, according to the office's website.

Mbeh told The Washington Post he had simply planned to pitch Beyoncé and Jay-Z on the idea for a clothing line.

By coincidence, a retail store in Sturgeon Bay, Wis., already has a "Blue Ivy" trademark, granted Aug. 23, consisting of the stylized words plus a leaf design. The owner of the store, which sells clothing, jewelry and giftware, filed that trademark application on Jan. 16, 2011, long before Beyoncé announced her pregnancy.

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Representatives for Beyoncé and Jay-Z did not respond to a request for comment.