Gamescom 2026 features Mattel debut and Saxony gaming showcase

The Gamescom trade fair in Cologne is featuring significant industry participation, including a major debut by Mattel and a strategic showcase from the German state of Saxony.

Mattel will present its first-ever exhibition at the event, offering interactive experiences for brands such as Hot Wheels, UNO, and Minecraft. The company aims to connect with the global gaming community through digital experiences, exclusive merchandise, and live entertainment.

Simultaneously, Saxony is promoting its growing role in the software and creative industries through a joint stand organized by the Saxony Economic Development Agency (WFS). Featuring 25 developers, studios, and startups, the showcase highlights Saxony’s goal of becoming a ‘one-stop-shop’ for games and applied interactive technologies, leveraging its local universities and digital infrastructure.