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

23. JuneTuesdayExhibitor events

Inspiring a Lifetime of Play: GSA Keynote

If you’re interested, please get in touch: LCP@hasbro.de

Hasbro

15:00 - 16:00

23. JuneTuesdayExhibitor 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

24. JuneWednesday

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

24. JuneWednesdayThe Stage

Opening of BRANDmania 2026

The official kick-off of BRANDmania 2026.

Katrin Störr (Head of BRANDmania)

09:45 - 10:00

The Stage

24. JuneWednesdayThe 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

24. JuneWednesdayThe 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

24. JuneWednesdayThe 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

24. JuneWednesdayExhibitor events

Crusty Slices Break

von.tz GmbH

11:00 - 11:30

Stand C-07

24. JuneWednesdayExhibitor events

EXIT – The Game (Mission: Cash-in-Transit)

A cash-in-transit van. A mysterious client. A maximum of 15 minutes. Whilst the security guards are off getting coffee, every second counts…

von.tz GmbH

11:00 - 18:00

Grand Hall outdoor area

24. JuneWednesdayCollab 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)

24. JuneWednesdayCollab 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)

24. JuneWednesdayThe 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 (Marketing Director, ASAP Gaming)

14:00 - 14:30

The Stage

24. JuneWednesdayExhibitor events

Benjamin Blümchen: Ice Cream Time

Pick up your Benjamin ice cream at the KIDDINX stand!

KIDDINX

14:00 - 15:00

Stand A-00

24. JuneWednesdayThe 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

24. JuneWednesdayThe 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

24. JuneThursdayExhibitor events

Crusty Slices Break

von.tz GmbH

15:00 - 15:30

Stand C-07

24. JuneWednesdayCollab 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)

24. JuneWednesdayCollab 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)

24. JuneWednesdayCollab 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)

24. JuneWednesdayExhibitor events

Get-together at the stand

von.tz GmbH

17:00 - 18:00

Stand C-07

24. JuneWednesday

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. June) - 00:00 (25. June)

Grand Hall outdoor area

24. JuneWednesdayThursdayExhibitor 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. JuneWednesdayThursdayExhibitor 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. JuneWednesdayThursdayExhibitor events

Photo Booth Experience

Warner Bros. Discovery

all-day

Foyer

24. JuneWednesdayThursdayExhibitor 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. JuneWednesdayThursdayExhibitor events

AI Photo Experience

Sensape

all-day

Stand B-11

24. JuneWednesdayThursdayExhibitor events

Glücksbärchis Photo Spot

RTL CP

all-day

Foyer

24. JuneWednesdayThursdayExhibitor events

Lets Dance Photo Spot

RTL CP

all-day

Foyer

24. JuneWednesdayThursdayExhibitor events

SpongeBob Photo Spot

RTL CP

all-day

Exhibitors area, upper floor

24. JuneWednesdayExhibitor events

BRANDmania Ink Lab

BRANDmania

all-day

Exhibitors area, upper floor

24. JuneWednesdayThursdayExhibitor events

BRANDmania Wall

BRANDmania

all-day

Exhibitors area, upper floor

25. JuneThursdayThe 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. JuneWednesdayExhibitor events

EXIT – The Game (Mission: Cash-in-Transit)

A cash-in-transit van. A mysterious client. A maximum of 15 minutes. Whilst the security guards are off getting coffee, every second counts…

von.tz GmbH

10:00 - 15:00

Grand Hall outdoor area

25. JuneThursdayThe 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. JuneThursdayThe 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. JuneThursdayExhibitor events

Crusty Slices Break

von.tz GmbH

11:00 - 11:30

Stand C-07

25. JuneThursdayCollab 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)