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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 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 and, of course, the legendary evening party, where the industry comes together to celebrate, dance and forge the best connections.

  • All events
  • Wednesday
  • Thursday
  • BRANDmania The Stage
  • Deep Dive Lounge by Collab Culture
    • 24. JuneWednesday von.tz GmbH

    Grand Mascot Parade

    BRANDmania is set to be a colourful event! A parade of mascots will kick off two days packed with BRANDS.
    09:30
    Exhibitors area, upper floor 
    24. JuneBRANDmania The StageWednesday Katrin Störr (Head of BRANDmania)

    Opening of BRANDmania 2026

    The official kick-off of BRANDmania 2026.
    09:45 - 10:00
    BRANDmania The Stage 
    24. JuneBRANDmania The StageWednesday Petra Strobl (Licensing International Germany)

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

    What’s selling where? The top-line results: retail sales, trends, trend radar – with a focus on the German market.
    10:00 - 10:30
    BRANDmania The Stage 
    24. JuneBRANDmania The StageWednesday Silvia Talmon (The Retail Experience)

    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.
    10:30 - 11:00
    BRANDmania The Stage 
    24. JuneBRANDmania The StageWednesday die Markenkuppler

    Live Matchmaking – Duolingo is looking for the perfect match

    BLINDMATE – the legendary live matchmaking format from die Markenkuppler.
    11:00 - 11:30
    BRANDmania The Stage 
    24. JuneDeep Dive Lounge by Collab CultureWednesday Detlef Arnold

    Nostalgia as an economic force: fans and the over-50s

    Exciting insights from the “G50personas” study.
    12:00 - 12:30
    Deep Dive Lounge by Collab Culture 
    24. JuneDeep Dive Lounge by Collab CultureWednesday Eva Stemmer & Jörg Meister (Collab Culture)

    Rethinking target groups – from demographics to value cultures

    Cultural codes, subcultures and community as a new market definition.
    13:00 - 13:30
    Deep Dive Lounge by Collab Culture 
    24. JuneBRANDmania The StageWednesday Carol Rapp (SPIEL Essen) & Sven Siemen (WASD Media)

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

    Insights into gamification in brand management and retail.
    14:00 - 14:30
    BRANDmania The Stage 
    24. JuneBRANDmania The StageWednesday Ines Imdahl (rheingold Salon)

    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.
    14:30 - 15:00
    BRANDmania The Stage 
    24. JuneBRANDmania The StageWednesday Speaker (tba)

    Time slot (tba)

    To be announced shortly.
    15:00 - 15:30
    BRANDmania The Stage 
    24. JuneDeep Dive Lounge by Collab CultureWednesday John Lam (author)

    The Authenticity Formula

    Less buzzwords, more depth: Why brands can seem insincere despite having clear values, and how authenticity stems from culture, trust, involvement and integrity.
    16:00 - 16:30
    Deep Dive Lounge by Collab Culture 
    24. JuneDeep Dive Lounge by Collab CultureWednesday

    Metal Business Club

    The community event for all metal fans in the licensing industry.
    16:30 - 17:00
    Deep Dive Lounge by Collab Culture 
    24. JuneWednesday Urban Club Band

    Big live party

    The Urban Club Band is sure to get the dance floor rocking with party classics and modern hits.
    18:00
    Grand Hall outdoor area 
    25. JuneBRANDmania The StageThursday Jasmin D. Karatas & Alexander Lapeta (Elbenwald)

    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.
    10:00 - 10:30
    BRANDmania The Stage 
    25. JuneBRANDmania The StageThursday Isabelle Tambue & Bülent Özdemir (ESSENCE)

    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.
    10:30 - 11:00
    BRANDmania The Stage 
    25. JuneBRANDmania The StageThursday Speaker (tba)

    Time slot (tba)

    To be announced shortly.
    11:00 - 11:30
    BRANDmania The Stage 
    25. JuneDeep Dive Lounge by Collab CultureThursday

    Rethinking target groups – from demographics to value cultures

    Cultural codes, subcultures and community as a new market definition.
    12:00 - 12:30
    Deep Dive Lounge by Collab Culture