BRANDmania 2026 returns to the Zeche Zollverein industrial complex in Essen on 24 and 25 June.
Bringing together professionals from the licensing, retail, marketing and brand management sectors, the event combines trend talks, experiential activities and structured networking designed to foster meaningful connections and drive new business opportunities.
At the heart of the 2026 edition is the growing role of brand partnerships, an increasingly important driver in the evolution of the licensing and brand extension market. To highlight this trend, BRANDmania is introducing, for the first time, a dedicated area focused on the so-called “BRANDbabies”: collaborations that originated at the event and later evolved into successful projects.
The area will showcase concrete examples of partnerships between companies, properties and personalities active across different sectors – including the standout cross-category collaboration “Barbie x Helene Fischer” – showing the increasingly cross-sector nature of licensing and its ability to generate creative and commercially effective formats.
Alongside the BRANDbabies area, the programme will feature a calendar of talks and insights: on “The Stage”, developed in collaboration with Licensing International Germany, industry experts will explore topics related to licensing, brand collaborations and retail strategies through case studies and practical applications.
The experience, however, goes beyond business content: the exhibition area will host a range of activations designed to encourage interaction and networking, including the Mascot Parade, photo installations, promotional activities, grab machines and the KOSMOS EXIT Truck for escape-game experiences. Among the most original features is the BRANDmania Ink Lab, a tattoo area where visitors can choose designs inspired by brands and licensed properties, transforming participation into a direct, creative and memorable experience.
The format is further enhanced by dedicated lounges for professional meetings, hospitality areas and live entertainment, reinforcing the festival atmosphere that defines the event.
With its mix of professional networking opportunities, industry-focused content and initiatives centred on collaborations, BRANDmania continues to establish itself as a key meeting point for companies, licensors, retailers and licensing professionals seeking concrete opportunities for dialogue, partnership development and business growth.
