On March 19, 2025, the World Conference Center in the city of Bonn, Germany, became a stage for the latest innovations in promotional products. HAPTICA live ’25 attracted numerous professionals from marketing, event management, and communications. More than 100 exhibitors, including renowned brands like Lamy, Caran d’Ache, and Stabilo, as well as innovative startups, showcased their creative and sustainable promotional gifts for trade shows and events.
Modern promotional products are far more than just classic giveaways. They have become an integral part of event marketing, creating emotional brand relationships and elevating the event experience.
Five major promotional product trends emerged at HAPTICA live ’25:
1. Sustainable Promotional Products & Upcycling: Green Events in Focus
Sustainability is a key theme in the event business – and this is reflected in the choice of promotional products. Recycled materials, biodegradable products, and resource-efficient manufacturing processes are more in demand than ever. Eye-catching products at the trade show included cups made from recycled coffee grounds (see Image 3).
2. Creativity & Gamification: More Interaction at Trade Shows and Events
Interactive experiences increase engagement at trade shows and business events. Creative promotional products with gamification elements encourage visitor participation and extend brand impact beyond the event itself. Augmented reality giveaways, personalized quizzes, or branded board games make brand experiences playful and entertaining. One example: a trade show booth with a QR code-based game where visitors can unlock promotional gifts by completing digital challenges.
3. Convenience: Quickly Installed Event Furniture & Decorations
Efficient event logistics are essential – which is why organizers are increasingly opting for modular, easily transportable, and quickly assembled event furniture and smart decoration solutions. Particularly popular at HAPTICA live ’25 were inflatable trade show booths, foldable event counters, and pop-up displays that can be set up in just a few minutes while still offering a high-quality look (see Image 2).
4. Wellbeing Promotional Products: Revitalizing Giveaways for Event Guests
The well-being of attendees is becoming increasingly important at modern business events. Companies are therefore turning more often to promotional products that promote health and mindfulness. These include vitamin-rich snacks, sugar-free sweets, or revitalizing teas. A highlight of the trade show: adaptogenic chocolate infused with natural plant extracts for more energy or relaxation – ideal as a premium giveaway at business events.
5. Personalized Promotional Products: Brand Messages with a Personal Touch
Another major theme at HAPTICA 2025 was personalized promotional gifts tailored to specific target groups. Thanks to cutting-edge printing and engraving technologies, even small production volumes are now economically viable. In the event sector, customized drinking bottles with customer names, personalized sneakers or branded notebooks with unique covers are particularly popular. These products create a personal connection and increase the chance that the promotional item will be used in the long term.
Conclusion / Summary:
Promotional items are far from obsolete at trade fairs and events. HAPTICA live ’25 made it clear that haptic give-aways remain an important element in event marketing. Sustainability, interactivity, and personalization are the key trends for successful brand presence. Those looking to extend the impact of their events with creative and sustainable giveaways found plenty of inspiration at this year’s HAPTICA.
The trade show and experience platform for modern promotional products was organized by WA Media GmbH, Germany. More information and a full list of exhibitors can be found at: www.haptica.live
Cover Image (Image 1): Sweet brand ambassadors – The Evergreenies® from mbw are sure to find a permanent place in the office or at home. (Photo: EventMasterBook.de / marketingScout.de Editorial Team, AdCoach Media)
Image 2: The portable, inflatable, and quickly assembled event furniture from Skanbo.com was a real eye-catcher at HAPTICA 2025. (Photo: EventMasterBook.de / marketingScout.de Editorial Team, AdCoach Media)
Image 3: The coffee grounds-based cups from German start-up Kaffeeform have already made it to the final round of the German Sustainability Award (2021). (Photo: EventMasterBook.de / marketingScout.de editorial team, AdCoach Media)
Related Topics: Promotional Product Trends, Tactile Advertising, Giveaways, Merch, Promotional Gifts, Guest Gifts, HAPTICA 2025, Promotional Products Trade Show, Event Recap, Trade Show Highlights, Review, Trendwatch, Event Trends
Summary: The promotional products trade show HAPTICA 2025 (March 19, Bonn / Germany) showcased five major promotional product trends that are particularly relevant for the event business and live marketing industry.
