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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.

  • All events
  • Tuesday
  • Wednesday
  • Thursday
  • Exhibitor events
  • Collab Culture Lounge
  • The Stage
    • 23. červnaTuesdayExhibitor events

    Inspiring a Lifetime of Play: GSA Keynote

    If you’re interested, please get in touch: LCP@hasbro.de
    Hasbro
    15:00 - 16:00
    Event details
    23. červnaTuesdayExhibitor events

    Universal Products & Experiences Showcase 2026

    If you're interested, please get in touch: info-universalcp-northerneurope@nbcuni.com
    NBC Universal
    17:00 - 18:00
    Event details
    24. červnaWednesday

    Grand Mascot Parade

    BRANDmania is set to be a colourful event! A parade of mascots will kick off two days packed with BRANDS.
    von.tz GmbH
    09:30
    Exhibitors area, upper floor 
    Event details
    24. červnaWednesdayThe Stage

    Opening of BRANDmania 2026

    The official kick-off of BRANDmania 2026.
    Katrin Störr (Head of BRANDmania)
    09:45 - 10:00
    The Stage 
    Event details
    24. červnaWednesdayThe Stage

    Global Licensing Study 2026 - The latest data, trends and insights

    Petra Strobl presents the key findings of Licensing International’s “Global Licensing Industry Study”, offering insights into global market trends and the German licensing market.
    Petra Strobl (Managing Director, Licensing International Germany)
    10:00 - 10:30
    The Stage 
    Event details
    24. červnaWednesdayThe Stage

    Retail Trends – What’s coming, what’s going, what’s here to stay – worldwide. From mega trends to retail formats

    The most exciting retail concepts from around the world – how megatrends are shaping the shopping experience at the point of sale. Retail logic, presentation – outlook: what’s coming, what’s here to stay, and what’s on the way out.
    Silvia Talmon (CEO & Globale Retail-Expert, The Retail Experience)
    10:30 - 11:00
    The Stage 
    Event details
    24. červnaWednesdayThe Stage

    Live Matchmaking – DUOLINGO is looking for the perfect match

    blindmate® – the legendary live matchmaking format from die Markenkuppler.
    Melissa Lohmann (die MarkenKuppler)
    11:00 - 11:30
    The Stage 
    Event details
    24. červnaWednesdayExhibitor events

    Crusty Slices Break

    von.tz GmbH
    11:00 - 11:30
    Stand C-07 
    Event details
    24. červnaWednesdayCollab 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. červnaWednesdayCollab 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. červnaWednesdayThe Stage

    The Gamification of Life – How brands and retailers can capitalise on the gaming craze

    Insights into gamification in brand management and retail.
    Carol Rapp (Managing Director, SPIEL Essen) & Sven Siemen (Gaming-Expert, WASD Media)
    14:00 - 14:30
    The Stage 
    Event details
    24. červnaWednesdayThe Stage

    Finally understanding Gen Z — facts rather than stereotypes from the largest long-term study of young people

    What really shapes Gen Z: coping with a sense of loss of control, self-image versus public perception – and what this means for businesses and brands.
    Ines Imdahl (Founder, rheingold Salon)
    14:30 - 15:00
    The Stage 
    Event details
    24. červnaWednesdayThe Stage

    The Audio Revolution: Thriving audio worlds instead of screen fatigue – How brands and IPs are successfully translating their brand experiences into audio formats

    Audio is booming – yet it remains the biggest untapped opportunity for brand owners and the licensing industry. Find out how the audio market works, where it’s heading – and why licensed brands should act now.
    Martin Kurzhals (CEO & Co-Founder, tigermedia)
    15:00 - 15:30
    The Stage 
    Event details
    24. červnaWednesdayCollab 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. červnaWednesdayCollab 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. červnaWednesdayCollab 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
    24. červnaWednesdayExhibitor events

    Happy Hour

    von.tz GmbH
    17:00 - 18:00
    Stand C-07 
    Event details
    24. červnaWednesday

    Big after-show party

    From 8 pm to 11 pm, the Urban Club Band is sure to get the dance floor rocking with party classics and modern hits.
    Urban Club Band
    18:00 (24. června) - 00:00 (25. června)
    Grand Hall outdoor area 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    Take a card and Share a Story

    Come and discover our wide selection of fun and iconic postcards featuring designs from Gabby’s Dollhouse, Jurassic World, Shrek and more.
    NBC Universal
    all-day
    Stand A-09 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    Hobbit Door Photo Spot

    Have your photo taken in front of Bilbo and Frodo’s iconic Hobbit-hole door and immerse yourself in the Shire!
    Warner Bros. Discovery
    all-day
    Stand B-01 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    Photo Booth Experience

    Warner Bros. Discovery
    all-day
    Foyer 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    Grab Machine Challenge

    Try your luck at the claw machine! Win fantastic prizes from the Warner Bros. Discovery universe.
    Warner Bros. Discovery
    all-day
    Stand B-01 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    AI Photo Experience

    Sensape
    all-day
    Stand B-11 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    Glücksbärchis Photo Spot

    RTL CP
    all-day
    Foyer 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    Lets Dance Photo Spot

    RTL CP
    all-day
    Foyer 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    SpongeBob Photo Spot

    RTL CP
    all-day
    Exhibitors area, upper floor 
    Event details
    24. červnaWednesdayExhibitor events

    BRANDmania Ink Lab

    BRANDmania
    all-day
    Exhibitors area, upper floor 
    Event details
    24. červnaWednesdayThursdayExhibitor events

    BRANDmania Wall

    BRANDmania
    all-day
    Exhibitors area, upper floor 
    Event details
    25. červnaThursdayThe Stage

    The Age of Kidults – From Nerd Culture to the Mainstream: Huge Potential, Concrete Strategies – How the Retail Sector Can Benefit

    Kidults as a driver of growth – strategies and lessons learnt from real-world experience.
    Jasmin D. Karatas (Author & Thought Leader, Play x Strategy x Culture) & Alexander Lapeta (CEO, Elbenwald)
    10:00 - 10:30
    The Stage 
    Event details
    25. červnaThursdayThe Stage

    FEARLESS & FUN: Cultural relevance meets social-first – the formula for global communities

    Essence’s "social-first" success story: how trends are consistently incorporated into product development and communications, the integration of communications and product development – and why the brand’s own content creation studio, studio_c, makes all the difference.
    Isabelle Tambue (Chief Brand Officer, ESSENCE) & Bülent Özdemir (Director, ESSENCE)
    10:30 - 11:00
    The Stage 
    Event details
    25. červnaThursdayThe Stage

    Collabs that kick ass and blow your mind!

    Why do collaborations work? Why are some pragmatic and predictable, whilst others are unusual and celebrated?
    Eva Stemmer & Jörg Meister (CEOs, Collab Culture, little big things)
    11:00 - 11:30
    The Stage 
    Event details
    25. červnaThursdayExhibitor events

    Crusty Slices Break

    von.tz GmbH
    11:00 - 11:30
    Stand C-07 
    Event details
    25. červnaThursdayCollab 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