Einstein himself derived it from a 'gedankenexperiment' involving the movement of a photon in a box, and considering the center of mass as a photon moves from the one side to the other. But this argument relies on another equation, namely that of the relation between energy and momentum in EM waves [itex]E=pc[/itex]. So if you're more comfortable with this equation (following from the Maxwell equations) you could try reading:
http://www.geocities.com/physics_world/sr/einsteins_box.htm
Ofcourse using p=mv=mc (in case of a photon) E=pc is basically E=mc^2, but it is a little more subtle than just using the classical formula for momentum.
Another simple derivation is the following (this was the derivation used in my relativity textbook):
In Special relativity (SR) an objects inertia increases as it approaches the speed of light, making it more and more difficult to increase the speed. You could assign this extra inertia to the mass of the object by saying the mass (this is actually called 'relativistic mass' , but I'll call it just mass) increases. Working this out it turns out the mass increases with a factor [itex]\gamma (v)[/itex]. This is a velocity dependent function increasing to infinity as the speed v approaches c thus making it impossible to acquire a speed large than c. I SR time slows down and length is shortened by the same factor!
So mathematically this means the mass (m(v)) in terms of it's rest mass (m) will be:
[tex]m(v) = \gamma m[/tex] with [tex]\gamma = \frac{1}{\sqrt{1-\frac{v^2}{c^2}}}[/tex]
For low speeds this can be approximated mathematically by:
[tex]m(v)=m+\frac{1}{c^2}(\frac{1}{2}m \gamma v^2)[/tex]
But this last term is a particles low speed kinetic energy divided by c^2! So the kinetic energy of a particle contributes to its mass in a way which is consistent with:
[tex]E=m \gamma c^2[/tex]
Or in terms of relativitsic mass: [tex]E=m(v) c^2[/tex]. Einsteins famous equation!
See also:
https://www.physicsforums.com/showthread.php?t=41354