Dr. Jane Goodall founded the Jane Goodall Institute in 1977, to ensure that her vision and life’s work in protecting endangered species would continue, via the collective power of individual action in saving the world we all share. The Institute challenged Brand Squared Licensing to develop a new brand communication vehicle, a broader consumer base, and an incremental revenue stream to complement challenged individual donations and corporate endowments in the non-profit sector.

Brand Squared Licensing extended the Jane Goodall Institute into food, beverages, stationery, and apparel, all of which incorporate materials and ingredients that support global conservation. Additionally, Brand Squared Licensing created Janey Baby by Jane Goodall™, an infant décor and apparel program leveraging organic materials across product and packaging, and contributing to the Jane Goodall Institute with each consumer purchase.