According to court documents obtained by TMZ, Kim and Khloe Kardashian plus sister Kylie Jenner said that they want to be able to use the kid’s names for business purposes future, “including a clothing line, toys and skin care products.”
The tabloid also reported on February 18 that 21-year-old new mom Kylie filed to trademark “Stormiworld,” the theme of her daughter’s first birthday party (named after dad Travis Scott’s Astroworld album).
Not just anyone can trademark a name, though. Legal Zoom explained that “you can only trademark a name if you use it in your business. And you’ll have to show that people are likely to think of you and your goods or services when they hear the name.” Aka for most people, it’s not possible (or necessary).
But while trademarking names is rare, it’s something that some celebrities, like Meryl Streep and Paris Hilton, have chosen to do in order to protect themselves from other people using their names for profit.
And the Kardashians aren’t the first famous family to do so—or at least try to. Victoria Beckham trademarked daughter Harper’s name in 2017 in Britain and Europe. And more recently, Jay-Z and Beyonce petitioned to trademark the name of their first daughter, Blue Ivy. However, their attempts were unsuccessful as the moniker was already being used by an events company.
Nor is it the first time in the world of trademarks for one of the Kardashian-Jenners. In 2015, Kylie tried to file for her own name, but was defeated in court by singer Kylie Minogue.
Even if the Kardashians are successful, it could be a while before the trademarks go into effect. Legal Zoom says “it can take anywhere from several months to several years for the USPTO to register your trademark.”