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Back off on Blue Ivy, Beyonce and Jay-Z told

Jay-Z singer Beyonce are starting publicity machine too sofor baby Blue Ivy according Beyonce’s parents. | TIMOTHY A. CLARY/AFP/Getty Images

Jay-Z and singer Beyonce are starting the publicity machine too soon for baby Blue Ivy, according to Beyonce’s parents. | TIMOTHY A. CLARY/AFP/Getty Images

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Updated: February 21, 2012 8:29AM

B eyonce’s divorced mom and dad, Tina and Mathew Knowles, may not agree on much, but there’s word the superstar’s parents are united in thinking their daughter and son-in-law Jay-Z are overdoing things when it comes to their new daughter, Blue Ivy Carter.

The proud grandparents are thrilled about the baby but think Beyonce and Jay-Z need to “back off a bit and pull back on the publicity they are helping generate for that child,” said a close Knowles associate Wednesday.

Though both of Beyonce’s parents are total pros when it comes to inventing a brand, they think it’s too soon to start that process with baby Blue Ivy and are concerned it may backfire with a public increasingly tired of celebrities using their kids as marketing tools.

† Separately, Jay-Z’s very powerful legal team is going after anyone — outside his family — who tries to capitalize on his little girl. That likely includes designer Joseph Mbeh, who just filed for a trademark for “Blue Ivy Carter NYC,” intended for a line of baby and children’s clothes.

ROYAL ROMPING: It’s a bit ironic that the Monaco royal family is said to be unhappy with Princess Caroline’s daughter Charlotte Casiraghi and her choice of a boyfriend — the 40-year-old Moroccan actor and comedian Gad Elmaleh, who recently had a small role in Woody Allen’s “Midnight in Paris.”

I guess those pissy principality principals have forgotten about Caroline’s own ill-fated early marriage to wild playboy Philippe Junot — to say nothing about her late mother, Princess Grace, who had a reputation for bedding major Hollywood stars, back when she was still the actress Grace Kelly.

Casiraghi, 25, who is also a top horsewoman, is expected to compete in some of the equestrian events this summer at the London Olympics.

TAKE A BOW: Gov. Pat Quinn is in Washington on Thursday to accept the 2012 Public Leadership in the Arts Award for State Arts Leadership from Americans for the Arts, one of the nation’s leading arts organizations.

Quinn is being cited for such moves as supporting a tax credit providing financial incentives for live theater productions — similar to the tax breaks for TV and film productions, which Quinn also extended last year.

Those incentives helped Illinois land such films and TV shows as the last “Transformers,” “Man of Steel” (the new “Superman” film) and “Boss,” starring Kelsey Grammer.

The bottom line: It’s all about jobs. The film industry spent $161 million in Illinois last year, and the state is home to 25,000 creative enterprises — both non-profit and commercial — employing nearly 150,000 people.

† Congrats to South Side native Kevin Moss of Beverly Ridge Pictures, who has been nominated by the American Society of Cinematographers for “Chicago Overcoat,” currently running in rotation on Showtime. Moss will find out Feb. 12 if he wins — up against strong competition in his category, including the HBO “Mildred Pierce” remake, “The Kennedys,” “Page Eight” and “Any Human Heart.”

ACROSS THE POND: Prominent Chicagoan Cynthia Olson — herself a British native — had quite the exciting time in London earlier this week at the opening of the new David Hockney exhibit at the Royal Academy. She chatted with the famed artist, caught up with fashion designer Zandra Rhodes and ran into actors Ian McKellen and Michael Caine and his wife, Shakira — plus, hung out with her great buddy Ken Howard, himself one of England’s most acclaimed artists.

SEEN ON THE SCENE: Before facing the Bulls at the United Center, Phoenix Suns point guard Steve Nash lunched Tuesday at Le Colonial on Rush with his girlfriend, Brittany Richardson.

STAR TRACKING: It looks like Laura Dern and Ben Harper may be back together. The couple’s divorce has never been finalized, and they have been looking very cozy together lately. … Though the Grammys often go “host-less,” this year CBS has tapped rapper and “NCIS: Los Angeles” star LL Cool J to emcee the Eye Network’s annual music awards extravaganza. … After making a less-than-flattering comment about female comics to the New York Times, David Letterman’s longtime comedy talent booker Eddie Brill has had those duties stripped away — though he will continue as the warm-up act for Letterman’s studio audience. … Many people in Hollywood are calling Jeff Goldblum’s new gig “the greatest acting job EVER!!” Goldblum, well-known as one of Hollywood’s most, uh, active heterosexuals, has been cast along with Brian Stokes Mitchell to play Rachel’s gay adoptive parents on “Glee” — debuting on the Valentine’s Day episode.

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