23 April, 2017
It has recently emerged that Victoria Beckham has registered her five year old daughter Harper's name as a trademark in the UK and Europe, along with the names of her three sons. This move has attracted both criticism and comment towards Victoria, but the reality is that this is a smart commercial decision.
The Beckham brand has grown and grown since their initial rise to fame in the 90s. Victoria has effectively transitioned from "Posh" pop star to savvy business woman and fashion designer. Following a celebrated football career, David has become the face of global ad campaigns for Sky Sports, Haigh Club and H&M to name a few. As a joint force the Beckhams have endorsed toiletries, fragrances, sportswear, and show no sign of slowing down.
Already, the next generation of Beckhams are making waves on the global stage. Brooklyn is set to publish his first book of photography, Romeo has already modelled for Burberry, and Cruz released his first single at Christmas. Through registering the names of her children, Victoria has taken steps to help prevent unauthorised parties from using them without permission, leaving them unable to gain profit, damage the reputation of or falsify association with the famous family.
The protection afforded to the Beckham children covers any usage on products, such as toys or clothing, as well as in the entertainment industry, covering music, film and TV. However timing is crucial in matters such as these. There is notable contrast to Kylie Jenner's recent unsuccessful attempt to trade, damage the mark the mononym "Kylie", which was swiftly opposed by Kylie Minogue's legal team. By acting now, Victoria has managed to avoid similar issues for her children in the future.
The steps which have been taken by Victoria are no greater than those which all businesses should be looking to do when protecting their brand, products and services. For more information on trade marks, protecting your brand, or intellectual property advice in general, contact John Pickervance, Associate Solicitor within the Corporate and Restructuring department at Forbes Solicitors. John can be contacted by email John Pickervance or phone 0800 321 3258. Alternatively, send any question through to Forbes Solicitors via our online Contact Form.