Khaled Mohamed Khaled, the celebrity hit-record producer who is more commonly known by his stage name “DJ Khaled,” and his wife Nicole Tuck, have filed an application to trademark their son’s name. The 18-month old toddler’s name is Asahd Tuck Khaled, with “Asahd’ meaning “lion” in Arabic. The trademark “ASAHD” would most likely be categorized under merchandise, which would include keychains, perfumes, cosmetics, clothing, linens, video games, jewelry, strollers, pacifiers, children’s books, bibs, dried fruit snacks, teething rings and even mini-cars.
DJ Khaled seems to be trying to seek IP protection for his son as early as possible, as his recent movements show that he is trying to brand Asahd as a “toddler mogul.” Earlier this month, Asahd had a faux-interview with Ocean Drive magazine, and even entered into a deal recently with the famous athletic footwear brand from Nike ‘Jordan’ to create his own toddler-themed line called the Jordan Asahd Collection.
Three trademarks, which are all word marks, were filed all on April 4 of this month with the serial numbers 87862446, 87862459, and 87862453, under the names “ASAHD,” “ASAHD KHALED,” and “ASAHD TUCK KHALED” respectively.
Khaled and Tuck are certainly not the only celebrity parents who have ever tried to trademark either their own personal name or the name of their child(ren). In 2012, Jay-Z and Beyoncé tried to trademark their daughter Blue Ivy’s name in the United States and the EU (the US application was denied), and, the couple has even recently made moves to trademark the names of their twins, Rumi Carter and Sir Carter. Beyoncé herself has trademarked her own name, David and Victoria Beckham have successfully trademarked all four of their children’s names (Brooklyn, Romeo, Cruz, and Harper) back in 2017, and Kylie Minogue and Kylie Jenner had a legal battle over who could trademark the name “Kylie.”
Usually celebrities try and trademark their personal names because they either hope to use it in some future merchandising, or because they want to prevent scammers or other entities from capitalizing off of their (or their children’s) unique names.
How exactly will the ‘Asahd’ brand evolve (if the trademark application is approved), and what kinds of items will actually be manufactured with the Asahd brand is yet to be determined. A trademark can be filed as a preemptive measure in the case that someone hasn’t made up their mind yet, but still wants to receive IP protection just in case they make a decision later on. Maybe in a few years, you might see children around wearing Asahd’s name on their t-shirts, baby care products, toys, books, etc.; or at the pace that DJ Khaled seems to be moving, it may be way sooner than that.