LSU Lady Tigers' standout player, Angel Reese, has become a prominent figure in college basketball, boasting over 2.5 million Instagram followers and a name, image, and likeness valuation exceeding $1.7 million. Despite her immense popularity, Reese has encountered a setback in her branding efforts as she is unable to capitalize on her nickname, 'Bayou Barbie'.
The moniker 'Bayou Barbie' was affectionately given to Reese due to her affinity for eyelash extensions, long nails, and the color pink, although it was her exceptional performance on the court that truly endeared her to fans. However, the United States Trademark and Patent Office (USPTO) ruled against Reese's trademark application for 'Bayou Barbie' last November.
The USPTO's decision was based on the potential confusion it could create among consumers, as the term 'Barbie' is closely associated with Mattel, the renowned toy manufacturer behind the iconic Barbie franchise. By incorporating 'Bayou' into the trademark, Reese's application was deemed too similar to Mattel's existing products, such as clothing items like jackets, dresses, bathing suits, and T-shirts.
Although Reese is unable to proceed with her personal brand under the 'Bayou Barbie' name, there is a possibility for collaboration with Mattel. With Reese already having a successful multi-year name, image, and likeness (NIL) deal with Reebok, partnering with Mattel could offer a unique opportunity to merge sports and fashion.
If Mattel decides to engage in a partnership with Reese, it could leverage her association with the 'Barbie' brand to enhance its market presence. However, if such collaboration does not materialize, Reese will have to content herself with the 'Bayou Barbie' nickname in private, without the ability to monetize it publicly.
