Bruce Goldner

Bruce Goldner

Partner, Intellectual Property and Technology
Bruce Goldner is co-head of the firm’s Intellectual Property and Technology Group, and is chair of the New York office Diversity, Equity & Inclusion Committee.


Mr. Goldner’s principal areas of concentration include mergers and acquisitions, licensing, financing and counseling involving brands, designs, technology, software, social media, content and persona rights, and strategic commercial transactions including manufacture, supply, distribution, logistics and services agreements.

Intellectual Property Transactions and Licensing

Mr. Goldner negotiates and structures the development, license and transfer of intellectual property and technology. Significant intellectual property transactions have included:

  • JAB Holdings in its acquisitions of Dr. Pepper Snapple, Insomnia Cookies, Krispy Kreme Doughnuts, Peet’s Coffee & Tea and Panera Bread, and in related commercial agreements;
  • Twenty-First Century Fox in its $66 billion acquisition by the Walt Disney Company and related licensing and technology arrangements;
  • Peet’s Coffee in its acquisition of Stumptown Coffee Roasters and acquisition of a majority stake in Intelligentsia Coffee & Tea, and in Peet’s licensing of its first-ever international coffee bar in Shanghai, China;
  • Coty Inc. in its long-term strategic relationships with Kylie Jenner and Kim Kardashian to expand their beauty businesses;
  • Shamrock Capital in its acquisition of the masters and other rights to Taylor Swift’s first six albums;
  • The Coca-Cola Company in its worldwide strategic partnership with Monster Beverage Corporation and its acquisitions of Energy Brands/Glaceau (the producer of Smartwater and Vitaminwater) and Honest Tea;
  • Du Pont in its:
    • $130 billion merger with the Dow Chemical Company and the separation of Dow DuPont into three independent public companies;
    • $45.4 billion reverse spin-off and merger of its Nutrition & Biosciences business with International Flavors & Fragrances;
    • spin-off of its performance chemicals business into a separate, publicly traded company called The Chemours Company;
    • $4.9 billion sale of its high-performance coating business to The Carlyle Group;
    • $6.3 billion acquisition of Danisco A/S, a global manufacturer of food ingredients; and
    • sale of its pharmaceutical business to Bristol-Myers Squibb for $7.8 billion; and in related manufacture, supply, distribution, technology and services agreements;
  • The Hershey Company in its acquisition of SkinnyPop popcorn;
  • Kraft Foods in its separation into the Mondelēz snack foods (e.g., Oreo, Cadbury) and Kraft grocery businesses (e.g., Kool-Aid, Kraft cheese), and in related brand separation and cross-licensing matters;
  • WeWork Companies Inc. in intellectual property structuring and licensing matters;
  • Blackstone Group in the $1 billion sale of its 50% stake in Universal Studios Orlando theme parks to NBC Universal, and in connection with the licensing by Universal Studios theme park of The Wizarding World of Harry Potter attraction and The Simpsons ride;
  • Inversiones de Guatemala, the largest rum producer in Guatemala, in its joint venture with Diageo in which Diageo purchased a 50% stake in the premium “Ron Zacapa” branded rum and corresponding product recipes, and entered into international licensing and distribution agreements with respect to this product;
  • Donna Karan in its sale to LVMH for $450 million, including the assignment and license of trademark and personal name rights relating to the DONNA KARAN persona, name and marks;
  • Citigroup in the sale of its red umbrella logo, as well as the associated trademark rights, to The Travelers Companies Inc., and in Citigroup’s policing, enforcement and licensing of its CITI family of marks; and
  • Gucci in the formation of a joint venture with Stella McCartney, including the assignment and license of trademark and other intellectual property rights relating to the STELLA MCCARTNEY name and fashion designs.

Intellectual Property Clearance, Prosecution, Administrative Proceedings and Litigation

Mr. Goldner assists clients in obtaining, protecting and enforcing brands and content in the United States and abroad, including clearance, prosecution, trademark administrative proceedings, policing, and providing general brand and content counseling. He also has represented clients in trademark infringement, trademark dilution, technology licensing, trade secret misappropriation, unfair competition, false adverting, and copyright infringement disputes and lawsuits; in domain name administrative proceedings; and in social media and mobile application challenges and takedowns. Mr. Goldner has repeatedly been selected for inclusion in Chambers USA: America’s Leading Lawyers for Business and named as an IP Star by Managing Intellectual Property, in addition to being named to the WTR 1000 by World Trademark Review as a leading U.S. and worldwide trademark practitioner.



  • J.D., University of Michigan Law School, 1992 (cum laude; Articles Editor, Michigan Law Review)
  • B.A., Amherst College, 1987 (summa cum laude; Phi Beta Kappa)


  • New York


  • Member, International Trademark Association (INTA)
  • Member, Board of Directors, The 34th Street Partnership
  • Advisory Board Member (Intellectual Property and Technology), Practical Law Company


  • Law Clerk, Hon. Michael B. Mukasey, U.S. District Court, Southern District of New York (1993-1994)

Bruce Goldner

Partner, Intellectual Property and Technology