The Spielwarenmesse Group has curated an expansive program designed to bridge the gap between traditional retail and emerging brand partnerships. Industry leaders are utilizing the festival to host exclusive screenings, providing partners with a first look at characters and themes that will define the next two years. Katrin Störr, Head of BRANDmania, notes that the event has evolved into a critical hub for trend analysis and strategic forecasting, drawing interest from sectors far beyond the conventional toy and entertainment spheres.
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BRANDmania returns to Essen to set the future of global licensing
A mascot parade will signal the start of BRANDmania on June 24, as the European licensing industry converges on the historic Zeche Zollverein site in Essen. Over two days, global powerhouses including Mattel, Hasbro, and Paramount gather to preview the franchises set to dominate consumer markets through 2028.
Beyond high-level networking, the festival emphasizes immersive experiences, ranging from the "BRANDbaby Lounge"—which showcases the "Barbie loves Helene Fischer" collaboration—to the new BRANDmania Ink Lab, offering visitors free tattoos of iconic licensed designs. Educational content will anchor "The Stage," where Petra Strobl of Licensing International Germany is scheduled to present the Global Licensing Industry Study 2026. The atmosphere blends industrial heritage with modern business, culminating in a signature party that underscores the event's unique position in the European market.
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