You may recall how, last month, JAY-Z and Beyonce's newly born twins, Sir and Rumi, were inadvertently introduced to the world after the couple submitted a trademark application for the babies' names. The pair had already filed the same motion for their first child, Blue Ivy, while Kimye and the Beckham's have done likewise for their offspring. Naturally, the public has been busy speculating on the reasoning behind these moves, with some even going as far to accuse the parents of exploitation.

According to a new article by The Fashion Law, the motives are twofold. The first, unsurprisingly, is linked to money. When the name is registered, celebrities will be able to cash in through licensing or selling products using the trademark.

Secondly, and perhaps most importantly, registering the name means that a third party won't be able to do so. In 2013, JAY-Z addressed this point in an interview with Vanity Fair, saying: “People wanted to make products based on our child’s name and you don’t want anybody trying to benefit off your baby’s name."

As with all legislation, when you scratch beyond the surface, the rules aren't exactly transparent and differ depending on the continent. For further reading, head on over to The Fashion Law website.

Now watch Jimmy Kimmel prank the public over the twins' names.

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