One reason can be that they want to develop their branding as a long tail distribution of fans. If you look online, you'll also find baby naming websites that

One reason can be that they want to develop their branding as a long tail distribution of fans. If you look online, you'll also find baby naming websites that e.g recommend your kid to be named like a Disney comic figure. I can't pinpoint, of course, that this their motivation, but to me it'd make sense.