BRANDmania Licensing Festival: expanded programme and new experiences
The licensing and partnership festival BRANDmania will take place on 24–25 June at the Zeche Zollverein site in Essen, bringing together key players from the licensing industry. Organised by the Spielwarenmesse Group, the event will feature an expanded programme, new interactive zones and a growing number of participants from sectors including fashion, textiles, food and pet supplies.
Festival, exclusive screenings and more
The festival will begin with a mascot parade and welcome address by Katrin Störr, Head of BRANDmania. International licensors and brand owners, including Hasbro, NBC Universal and Mattel, will host exclusive screenings showcasing themes, characters and franchises expected to influence markets over the next two years. According to the organisers, the event continues to strengthen its role as a platform for identifying emerging trends and fostering new business opportunities.
The line-up includes major industry names
This year’s exhibitor line-up includes major industry names such as Hasbro, Mattel, Paramount Global, RTL Consumer Products, Seven.One Commerce, Universal Products & Experiences, Warner Bros. Discovery, The Pokémon Company International, Studio 100 and Sesame Workshop. Additional highlights include the “BRANDbaby Lounge,” which presents examples of successful brand collaborations, and the latest partnership between Universal Music and Mattel, featuring the recently launched “Barbie loves Helene Fischer” campaign.
Industry insights
Industry insights will take centre stage at “The Stage,” curated by Licensing International Germany. Talks, panel discussions and case studies will focus on licensing collaborations, audience engagement and retail strategies. The programme will open with insights from the “Global Licensing Industry Study 2026.” Other features include the “blindmate®” matchmaking format, centred on Duolingo, and the “Collab Culture Lounge,” dedicated to discussions on community building, brand management and partnerships.
Interactive experiences
Interactive experiences will play a major role throughout the festival. Visitors can participate in activities linked to franchises such as “The Hobbit,” “Let’s Dance,” “SpongeBob SquarePants” and “The Care Bears,” while the Kosmos Exit Truck will also be present. A new attraction, the BRANDmania Ink Lab, will offer attendees the opportunity to receive a free tattoo featuring their favourite licensed design.
Live music from Rock Antenne, a range of food and beverage offerings, a new “Glow Up Area,” performances by the Urban Club Band and the traditional BRANDmania Party will round out the festival experience. Organisers describe the event as a unique European format that combines business networking, industry insights and immersive brand experiences.