Kim Kardashian Files Trademark For Psalm West’s Name

Saint. North. Chicago. And now, Psalm: it’s one thing to go for unique names (read: abstract nouns) when babies arrive, but arguably a new level when you start trademarking them. Of course, the Kardashian West brood are ready-made celebrities — but following Kim Kardashian’s recent filing to use Psalm’s 7-day-old name for ‘hair accessories, entertainment services, skin care and moisturisers’, commentators are arguing that the move sounds more a bid to capitalise on, rather than hold something in reserve for, the latest addition to her brood.

On the other hand, he’ll be heir to an empire before he can toddle – there’s something to be said for enterprising parents, naming babies for campaigns and vice versa. Hey, Beyonce and Jay-Z trademarked Blue Ivy way-back-when in 2012 – ostensibly a bid to stop copy-cat parents nicking their original name, it’s more likely a roadblock to cutthroat entrepreneurs looking to capitalise on their brand (trademarks only apply to business ventures – if you were desperate to birth Blue Ivy 2.0, there’d be little argument to stop you.)

Meanwhile, United States Patent and Trademark Office’s records show that Kim applied for similar trademarks for her other children North, Saint and Chicago back in February. It’s fast becoming a family tradition – Psalm’s aunt Kylie, after all, launched Kylie Cosmetics ‘Weather’ Collection last year, inspired by daughter Stormi: ‘I worked on this pretty much my whole pregnancy’, she said at the time. As the old saying goes, sometimes a baby tells you their name – and sometimes, your latest make-up launch is branded in their honour before they’re born. So it has always been.

Jenner filed 18 trademarks for ‘Kylie Baby’ and ‘Kylie Baby by Kylie Jenner’ on May 9th – only 3 months after being dubbed a bona-fide billionaire (the world’s youngest self-made one, thanks very much) on the back of her beauty line. While she’s yet to formally announce the new business venture, trademarks for moisturisers, shampoos and conditioners, bubble bath (and nail polish – for babies) amongst others, make Kylie’s ambitions as a baby-beauty-mogul pretty clear.

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Meanwhile, we can sit back and wait eagerly for some baby-serum, baby-barrettes, and baby-vlogging. Maybe the cousins will go into business together: so precocious. Watch this space — just don’t say Psalm (at least, don’t name a hair clip after him).