Brandmate Finalises Programme and Announces Retail Day

The first Brandmate in Essen is taking shape: the organisers of Spielwarenmesse eG have unveiled the first items on the programme for the licensing and brand fair, which will take place on 25 and 26 June in Essen. For the first time, there will also be a Retail Day.

This year, Brandmate will move from Frankfurt to Essen for the first time. The first details of the programme have now been announced. The second day of the event, 26 June, will be dedicated to the future of trade in licensed products. Presentations and roundtable discussions will provide inspiration for the retail sector of tomorrow. Retail Day is being organised in cooperation with Licensing International Germany. Visitors can expect new market data, some of which has been commissioned especially for the event, as well as practical workshops and presentations on topics such as social selling.

The organisers of Brandmate, Spielwarenmesse eG, have also unveiled the first items on the programme for the first day of the event. Two major topics will be covered: "Brands for Future" and "Brands for Mate." The second topic in particular will focus on community building, subcultures, and how classic target group models can be further developed. Among other highlights, Bruno Kollhorst from Die Techniker will use the example of gaming culture to show how health insurance companies can find new ways to reach young target groups. Annette Kunze (Banijay), Mikkel Robrahn (yvolve), Jonas Konrad (CE Community Edition), and Carol Rapp (Merz Verlag) will discuss the role of fandoms, kidults, and collector cultures. Jessica Bühler from We are Family will present the latest study results on cultural marketing.

In addition to the numerous presentations, as in previous years when the fair was held in Frankfurt, there will also be an exhibition area covering the entire spectrum of the licensing and merchandising business, with a focus on entertainment licences – including at least a few gaming themes.

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