New cooperations and licensing deals: Second BRANDmate is in the starting blocks

Anyone who wants to remain successful with their brand in a constantly changing business world and benefit from the latest trends in the areas of cooperations and licensing is in exactly the right place at BRANDmate on 21 and 22 June in Fredenhagen near Offenbach. It forms the basis for a new order of magnitude in the field of licensing business and cooperations - the result of many years of cooperation with Spielwarenmesse eG, which was intensified last autumn for this event.

BRANDmate goes far beyond a classic trade fair. In the 4,900-square-metre setting of the disused Fredenhagen steel construction industrial plant, the team of organisers has created an unconventional symbiosis of trade fair, congress and festival. For Managing Director Eva Stemmer, this is exactly the right concept for the licensing area: "What we are aiming for is a brand experience area with showrooms, themed cafés, food trucks and much more. A brand wonderland that sensitises people to new possibilities and invites them to think of fresh cooperation ideas." Christian Ulrich, Spokesman of the Board of Spielwarenmesse eG, adds: "We are very pleased to contribute our many years of experience and also our contacts to BRANDmate to jointly show the industry forward-looking formats.“

With 190 companies and 450 participants, the event celebrated a successful premiere last year. This year, BRANDmate again promises two days of networking in a larger environment. In addition to companies from the entertainment, toys and PBS sectors, the focus will also be on the gaming & e-sports, food & beverage, home & living, mobility & travel and sports & fashion industries. As the world's most important association, Licensing International will contribute its expertise and complete the event as an educational partner.

The programme is wide-ranging: BRANDS on Stage invites visitors to discover the relevant IPs (Intellectual Properties) of the coming year. With a good 30 % increase in exhibitors, a colourful mix of national and international entertainment companies such as Warner Bros, NBCU, SuperRTL, WDR mediagroup and Paramount, or sports clubs such as BVB (Borussia Dortmund) and Eintracht Frankfurt will present themselves. Publishing houses such as Jahreszeiten Verlag and Carlsen, food brands such as Jokolade or home & living brands such as Koziol, IBENA Textile and Carrera also complement the event. In addition, inspiring lectures will line up on a speaker stage. In 30-minute slots, they will provide information on topics such as target group market research, AI, future consumer behaviour, the influence of Snapchat, TikTok, YouTube and Twitch or the emotionalisation of brands.

Another focus this time is on the "all-inclusive" provision of food, drinks and entertainment. The "Wacken baker" and "Baker of the Year" Axel Schmitt will be present in the specially set-up show kitchen, as will star chef Johann Lafer. Brands such as Gustavo Gusto, Bruno Gelato or Traeger will provide visitors with pizza, ice cream and grilled food. In addition, there will again be an exhibition area where brands and companies can present themselves as well as an evening event with a live concert. The complete programme is available at

An innovative networking tool will enable participants to network in advance. Via the BRANDmate website, contacts can be made with exhibitors, appointments can be arranged in advance and new business opportunities can be generated. The special feature: All contacts are visible two weeks before the event, anyone can write to anyone. Thus, BRANDmate once again offers its special spirit with festival character and eye-to-eye communication of well-known brands.