Our experienced staff has worked with and at brand owner companies, larger licensing agencies, and licensed manufacturers across trademark, entertainment and fashion. This well-rounded perspective allows our clients to see every situation through different sets of eyes.
We have taken roles in –and observed– the industry from every angle. We have seen the very best (and the very worst) in strategy, products, contracts, and industry-defining relationships. The lesson we repeatedly learn is: most mishaps are avoidable.
We adhere to the Treasure CHEST criteria, regardless of title, skill set or background.
At Brand Squared Licensing, we are:
Those core values mean everything to us, because as clients, we did not always feel that was part of the service rendered. If we are fortunate enough to call you a client or one of our client’s partners, we hope you will evaluate us accordingly.
Partner, Brand Squared Licensing
Michael E. Dresner is a managing partner and co-founder of Brand Squared Licensing. Michael has been in the strategic licensing business since 1996, when, as a product manager within a licensee (Johnson & Johnson), he launched a licensed character assortment for BAND-AID® Brand Adhesive Bandages which ultimately represented over 10% of the brand’s total revenue. Michael developed licensed product executions for Johnson & Johnson’s First Aid and Baby/Kids division for many years. Michael also worked at The Beanstalk Group from 2001 through 2005, driving new business, brand extension strategy, and account management for brands as diverse as AT&T, McDonald’s, Ford Motor Company, Lillian Vernon and the Andy Warhol Foundation. This experience created a broad knowledge base across many dozens of categories into which licensors extend their brands – food, beverage, apparel, home décor, toys, interactive, and automotive aftermarket. Michael also developed new children’s properties to grow through a licensing-based business model at both Nickelodeon and American Greetings. In 2009, Michael co-founded Brand Squared Licensing, (at the time) a division of Peppercomm Strategic Communications. Michael launched the licensing services department, and built a team that developed dozens of licensing programs for brands extending into new categories to strengthen their equity, and manufacturers licensing in 3rd party brands to drive new distribution and sales volume. Michael worked with Moe’s Southwest Grill, TGI Friday’s, Aeropostale, the Jane Goodall Institute, Smithfield Foods, Hershey, and manufacturers such as PaperStyle, Origami Owl and Frederick Goldman Jewelers. In December, 2016, Michael and a group of investors (including Heather Rosenthal) acquired Brand Squared Licensing and is now one of the two managing partners of Brand Squared Licensing, an independent LLC. Michael has been a Licensing Industry Merchandiser’s Association (LIMA) member since 2001. He has a graduate degree from the University of Michigan and a Bachelor’s of Science from the University of Illinois. Michael was inducted into Kappa Tau Alpha National Honor Society at the University of Illinois and was among forty students at a school of nearly 30,000 to receive such an honor. Michael was a volunteer elementary school tutor at the Cabrini Green Public Housing Projects in Chicago, and was a professional singer in New York City. With regrets he has retired from both. He lives with his family in Manhattan.
Heather S. Rosenthal
Partner, Brand Squared Licensing
Heather S. Rosenthal is a managing partner of Brand Squared Licensing. Heather’s career has traversed fashion design, corporate and entertainment licensing, and international business development. With roles in design, sourcing and buying at Marc Jacobs and then Irwin Fashions (an apparel manufacturer for Marc Jacobs, Jones New York, DVF and BCBG) Heather worked alongside principal label designers developing seasonal strategy, design boards, as well as uncovering vintage boutique sources for multiple fashion designers’ upcoming launches. Heather also held an International business development and licensing role at Haddad Children’s Apparel, one of the largest kid’s apparel manufacturers in the industry. Heather managed licensor and International partner relationships with regional sub-licensees throughout the world in the process of product design, merchandising, delivery and sales while balancing local style needs with national brand standards from many of Haddad’s brand licenses (e.g., Nike, Jordan, Levi’s, Docker’s, Dickie’s and Harley-Davidson). Heather’s varied product responsibilities required on-site collaboration with buyers, sub-licensees and distributors in Canada, Hong Kong, Singapore, Taiwan and Mexico. Heather also drove new licensed manufacturer prospecting efforts at 4Kids, a licensing agency and licensed character development company. Her focus included American Kennel Club, Teenage Mutant Ninja Turtles, Jim Henson and Cabbage Patch Kids. Her role at London Luxury involved product management for innovating kitchen, bedding and sleep solutions that incorporated Claritin, Sharper Image, Elizabeth Arden and Arm & Hammer. Heather joined Brand Squared Licensing in 2009. She developed apparel, toy, food and beverage and stationery initiatives for the Jane Goodall Institute; assisted in building the strategy and licensed assortment for paperstyle.com; a personalized stationery company that licensed in the likes of Elvis Presley, A Christmas Story, Where The Wild Things Are and Laura Ashley to name a few; and a licensed assortment for Aeropostale. Heather developed long-term alliances between Moe’s Southwest Grill, key food licensees and BJ’s Wholesale Club for a retail exclusive program that has lasted over five years and was the recipient of a Vendor Appreciation award from BJ’s Wholesale Club. Heather’s other accomplishments are as varied as Dippin’ Dots licensed candy and cookie dough/birthday cake “dots” as well as Harry & David licensed chocolate enrobed wafer rolls, textiles and bakeware. In December 2016, Heather and a group of investors (including Michael Dresner) acquired Brand Squared Licensing, and became a managing partner of the agency. Heather has a Bachelor of Commerce from McGill University and an Associate Degree in Fashion Business Management from FIT. Heather speaks English, French and Hebrew fluently. Heather is originally from Montreal, Quebec and now resides in Brooklyn, New York.