Kim-ye’s Trademark Feud: Who Owns North West?
A name is an asset, and Kim’s not letting anyone steal her daughter’s.
"What's in a name? That which we call [North] by any other name would [still be North]." It sounds like a modern-day twist on Shakespeare’s famous line, but for Kim Kardashian and Kanye West, the question of what's in a name is a real legal battle. Just two weeks ago, the celebrity exes found themselves in a heated dispute over the trademarking of their daughter, North West’s, name. Kim Kardashian filed several trademark applications for North's name, as well as those of her other children. While one trademark application for North has been successfully registered for toys, things got even more complicated when Kanye released a song featuring North and Sean “Diddy” Combs, a move Kim tried to block using her trademark rights.
But here’s the catch: trademarks, even those tied to names, only protect specific goods or services. Kim’s trademark for toys, for instance, only covers those toy-related products, not songs or anything outside the toy world. So, despite Kim’s attempt to stop the song release, it didn’t infringe on her trademark. What’s a mother to do when protecting her child’s name in the public eye? Kim could turn to a different legal strategy — the Right of Publicity (Name, Image, Likeness) tort law. This law grants individuals, especially minors like North, control over how their name, image, and likeness are used commercially. Kim could argue that Kanye's use of North's name without proper consent for commercial ventures would violate her daughter’s rights, preventing further exploitation and ensuring North’s identity remains protected in line with her family’s values.
This drama also highlights an important lesson for businesses and brands: trademarks are vital in protecting your reputation and assets. For celebrities like Kim, trademarks help avoid confusion and safeguard their personal and professional brands. But it’s important to remember that trademarks only protect what they’re filed for — in this case, toys. As your brand evolves, so should your trademark filings, ensuring everything you offer is legally covered. Whether you’re protecting a product or a name, trademarks provide long-term security and help you steer clear of costly legal disputes. Just ask Kim and Kanye — What’s in a name? Plenty, it seems.
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