BrandMate, created to help boost collaborations and licensing deals, will take place on the 21st and 22nd of June in Fredenhagen near Offenbach.
In collaboration with Spielwarenmesse eG, BrandMate, a symbiosis of trade fair, conference and festival, was introduced last year. It includes speed-dating, showrooms and speaker stages, festival elements such as branded food trucks and a live concert and a broad programme including presentations, masterclasses and show-kitchens.
Managing director Eva Stemmer commented: “What we’re after is a brand experience area with showrooms, themed cafés, food trucks and lots more. A wonderland of brands that alerts its audience to new possibilities and invites them to think up new ideas for collaborations.”
Christian Ulrich, spokesperson for the Executive Board at Spielwarenmesse eG, added: “We are very much looking forward to injecting our many years of experience, together with our contacts, into BrandMate and revealing some pioneering formats to the sector.”
Last year, with 190 businesses and 450 participants, the event celebrated its successful premiere. BrandMate once again promises two days of concentrated networking – this year, in an enlarged setting. Alongside companies from the fields of entertainment, toys and stationery, there will also be a focus on the sectors of gaming & e-sport, food & beverage, home & living, mobility & travel, and sport & fashion. Licensing International will also bring in its expertise to round off the event as its education partner.
The programme is a wide-ranging one: Brands on Stage invites visitors to discover relevant IPs for the coming year. With 30% growth in exhibitors, an array of national and international entertainment businesses including Warner Bros., NBCU, SuperRTL, WDR mediagroup and Paramount will be presenting alongside brands from the other categories. On the speaker stage, a number of inspiring talks are lined up. In 30-minute slots they will tackle topics such as target group market research, AI, future consumer behaviour, the influence of Snapchat, TikTok, YouTube and Twitch, and the emotionalisation of brands.
This time there will also be a focus on food, drinks and entertainment. Axel Schmitt, Baker of the Year and known in Germany as the ‘Wacken-Bäcker’, will be there in his own show-kitchen, as will star chef Johann Lafer. Brands such as Gustavo Gusto, Bruno Gelato and Traeger will be keeping visitors supplied with pizza, ice cream and food from the grill. Alongside will be an exhibition area where brands and businesses can present, and an evening event with a live concert. The full programme can be downloaded at www.brandmate.events.
An innovative networking tool will allow participants to get connected even before the event. On the BrandMate website, they can make contact with exhibitors, arrange appointments in advance and generate new business opportunities. Two weeks before the event, all contacts will be available.
