The two-day event, organized by the Spielwarenmesse Group, balances high-level business strategy with immersive brand experiences. While the "BRANDbaby Lounge" showcases successful retail partnerships like the collaboration between Universal Music and Mattel, the program shifts toward future-proofing the industry on "The Stage." Here, Petra Strobl of Licensing International Germany will debut the Global Licensing Industry Study 2026, followed by strategic discussions on the evolution of brand retail and fan engagement.
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BRANDmania returns to Essen to showcase the future of licensing
A mascot parade kicks off the festivities at the historic Zeche Zollverein in Essen this June 24, marking the return of Europe’s largest B2B licensing festival. Industry heavyweights including Hasbro, Mattel, and Warner Bros. Discovery descend on the former coal mine to preview the franchises set to dominate the next two years.
Beyond the boardroom, the festival embraces an experimental edge. Participants can engage with franchises ranging from The Hobbit to SpongeBob SquarePants, or visit the new BRANDmania Ink Lab to secure permanent brand-themed tattoos. The event concludes each evening with a mix of live music and networking, cementing the Zollverein site as a hub where industrial heritage meets modern commercial innovation.
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