BRANDmania 2026 Expands as Licensing Industry Hub
Event summary
- BRANDmania 2026 takes place June 24-25 in Essen, Germany, with expanded program and interactive zones.
- Key players including Hasbro, Mattel, and NBC Universal preview upcoming franchises shaping markets over the next two years.
- Event features exclusive screenings, industry insights, and new interactive zones like the BRANDmania Ink Lab.
- Renewed commitment from key retailers underscores BRANDmania's importance as a networking and collaboration hub.
- Christian Ulrich, Member of the Executive Board at Spielwarenmesse eG, highlights the event's unique format combining content, contacts, and experiences.
The big picture
BRANDmania 2026 solidifies its position as Europe's premier B2B networking festival for licensing and partnerships, reflecting the growing importance of early trend analysis and cross-industry collaborations. The event's expansion underscores the strategic value of networking and collaboration in the licensing industry, with key players previewing franchises that will shape markets over the next two years. The renewed commitment from retailers highlights BRANDmania's role as a hub for business opportunities and industry insights.
What we're watching
- Trend Forecasting
- How early previews of upcoming franchises will shape licensing strategies over the next two years.
- Industry Expansion
- Whether BRANDmania can sustain its growth beyond traditional licensing sectors into new industries.
- Retailer Engagement
- The pace at which key retailers will leverage BRANDmania for business opportunities and collaborations.