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

Exhibitor events

Collab Culture Lounge

24. junijThursdayExhibitor events

Crusty Slices Break

von.tz GmbH

15:00 - 15:30

Stand C-07

24. junijWednesdayThursdayExhibitor 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

24. junijWednesdayThursdayExhibitor 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

24. junijWednesdayThursdayExhibitor events

Photo Booth Experience

Warner Bros. Discovery

all-day

Foyer

24. junijWednesdayThursdayExhibitor 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

24. junijWednesdayThursdayExhibitor events

AI Photo Experience

Sensape

all-day

Stand B-11

24. junijWednesdayThursdayExhibitor events

Glücksbärchis Photo Spot

RTL CP

all-day

Foyer

24. junijWednesdayThursdayExhibitor events

Lets Dance Photo Spot

RTL CP

all-day

Foyer

24. junijWednesdayThursdayExhibitor events

SpongeBob Photo Spot

RTL CP

all-day

Exhibitors area, upper floor

24. junijWednesdayThursdayExhibitor events

BRANDmania Wall

BRANDmania

all-day

Exhibitors area, upper floor

25. junijThursdayThe 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

25. junijThursdayThe 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

25. junijThursdayThe 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

25. junijThursdayExhibitor events

Crusty Slices Break

von.tz GmbH

11:00 - 11:30

Stand C-07

25. junijThursdayCollab 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)