G Squared was formed in 1985. The company was immediately selected as the licensing agent for the first ever Toronto Blue Jays playoffs appearance (ahead of the incumbent MLB agent). From there, G Squared began working with various entertainment licensors like Lorimar-Telepictures (Alf, Dallas), Lucasfilm (Star Wars, lndiana Jones) and LCI (WWF).

The 90’s was the decade of major involvement with many of the major film studios. Adding to Lucasfilm, G Squared represented 20th Century Fox (The Simpsons), Universal (Jurassic Park, Universal Monsters), Columbia TriStar (Ghostbusters), MGM (James Bond, The Pink Panther), New Line Cinema (Lost ln Space, horror films) and Paramount (Cheers, Grease). ln addition, several production studios were added including Bagdasarian (Alvin & The Chipmunks), DIC (Sailor Moon, lnspector Gadget), LCI/4Kids (Pokemon, WWF) and Samuel Goldwyn.

As the marketplace changed, G Squared changed as well. First, was a move into recognizable brands. Then, utilizing its worldwide agency and distribution contacts, G Squared moved into multi-territory representation. Finally, always a proponent of the entrepreneurial spirit, G Squared added development, art and patented properties.