BRANDmania: bringing together key players from licensing and brand industries
On 24–25 June, BRANDmania will bring together key players from the licensing and brand industries in Essen, set against the industrial backdrop of the UNESCO World Heritage site Zeche Zollverein. Formerly held under a different name, the event continues its proven concept as a major B2B networking festival, where brand owners, licensors, and agencies connect to develop partnerships, exchange expertise, and create cross-industry collaborations.
Central platform for high-level networking and new business opportunities
According to Managing Director Christian Ulrich, the event serves as a central platform for high-level networking and new business opportunities. Major international companies such as Hasbro, Mattel, Paramount Global, Warner Bros. Discovery, and The Pokémon Company International will take part, alongside organizations like Sesame Workshop and JETRO, as well as several newcomers. Participants come from sectors including entertainment, fashion, food, media, publishing, toys, and sports, with networking as the main focus.
Two-day event
The two-day event offers a redesigned concept with matchmaking tools, expanded networking spaces, and interactive experience areas. The programme includes exclusive screenings, live entertainment such as a parade, and activities tied to brand anniversaries. Food and drinks are included, and the first day concludes with a festival-style networking party.
Speakers, talks, panels and more
A key feature is “The Stage,” curated by Licensing International Germany, featuring talks and panels on licensing, audiences, and retail. Speakers will present industry trends, insights into Gen Z, retail strategies, and successful marketing approaches, along with case studies and interactive formats.
The event also highlights successful collaborations through its “BRANDbabys,” showcasing partnerships across industries. The BRANDbaby Award recognizes outstanding brand alliances, with past winners demonstrating the potential of creative cooperation.