BRANDmania returns to Essen to set the future of global licensing

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.

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.