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Program 2026

Two days packed with brands, trends, inspiration and plenty of entertainment. At “The Stage”, powered by Licensing International Germany, the industry’s most exciting minds come together to discuss the issues that really matter to brands today. The “Collab Culture Lounge” is a strategic space for exchange. It offers in-depth discussions rather than small talk, fresh perspectives rather than conventional wisdom, moderated discussions and unexpected insights. It provides input that goes beyond existing horizons, whatever your skill level.

The focus is on three major themes:
Brands, Fans & Audiences | Licensing & Collabs | Brands @ Retail

But BRANDmania is more than just a stage and business.

Look forward to the grand mascot parade, many exhibitor events and, of course, the legendary evening party, where the industry comes together to celebrate, dance and forge the best connections.

Download the program schedule
  • All events
  • Tuesday
  • Wednesday
  • Thursday
  • Exhibitor events
  • Collab Culture Lounge
  • The Stage
    • 24. юниWednesdayCollab Culture Lounge

    The obsession with youth is the internal combustion engine of marketing: a thing of the past.

    An exclusive first look at the G50PERSONAS representative study.
    Detlef Arnold (Founder, G50 unleashed)
    12:00 - 12:30
    Collab Culture Lounge (C-03) 
    Event details
    24. юниWednesdayCollab Culture Lounge

    Rethinking target groups – from demographics to value cultures

    Cultural codes, subcultures and community as a new market definition.
    Eva Stemmer & Jörg Meister (CEOs, Collab Culture, little big things)
    13:00 - 13:30
    Collab Culture Lounge (C-03) 
    Event details
    24. юниWednesdayCollab Culture Lounge

    The Authenticity Formula

    All brands want to be authentic. Authenticity is becoming a buzzword. And that's exactly the problem.
    John Lam (Entrepreneur, University Lecturer and Researcher, Technical University of Munich)
    16:00 - 16:30
    Collab Culture Lounge (C-03) 
    Event details
    24. юниWednesdayCollab Culture Lounge

    The best version of your brand doesn't exist yet.

    79% of brands are replaceable from the customer's perspective. Not because they do a poor job, but because they think for themselves. We'll show you how the right partnership can turn a solid brand into a distinctive one.
    Melissa Lohmann (die MarkenKuppler)
    16:30 - 17:00
    Collab Culture Lounge (C-03) 
    Event details
    24. юниWednesdayCollab Culture Lounge

    Metal Business Club

    The community event for all metal fans in the licensing industry.
    Frank Heim (CEO, punktbar GmbH) & Ludger Bußmann (European Licensing Manager, Zippo GmbH)
    17:00 - 17:30
    Collab Culture Lounge (C-03) 
    Event details
    25. юниThursdayCollab Culture Lounge

    Rethinking target groups – from demographics to value cultures

    Cultural codes, subcultures and community as a new market definition.
    Eva Stemmer & Jörg Meister (CEOs, Collab Culture, little big things)
    12:00 - 12:30
    Collab Culture Lounge (C-03) 
    Event details