Take-off: Positive Signals at the Start of the Year

Product innovations, a world record, artificial intelligence, Cologne and the weather – these keywords sum up PSI 2026 in Düsseldorf. For three days, from 7 to 9 January, Düsseldorf once again became the stage for the European promotional products industry. More than 600 exhibitors showcased an impressive variety of new products and innovations to 9,735 trade visitors from 68 countries – 43 percent international visitors. Organised by RX Deutschland, PSI once again underscored its role as the leading trade show in Europe.

Particularly the Newcomer Area in Hall 11 showcased just how much innovation strength the promotional products industry possesses: From waffle maker for logo-shaped waffles and personalised shoes to handcrafted glass flowers and purpose-driven porcelain – the list of creative solutions is almost endless. Established companies also impressed with innovations such as lighter umbrellas, refined mugs and technical gadgets providing plenty of talking points.

Trends in the Promotional Products Industry

PSI 2026 offered insights into current industry trends. Promotional products that combine a nature experience with comfort and technical gadgets generated interest. They offer micro-adventures in both urban and rural environments. Keywords: glamping, gardening and outdoor. Sustainability also emerged as a core principle. The industry increasingly focuses on durable promotional products with longterm benefit, transparent supply chains and continuously improving standards. “Sustainability is now an integral part of the promotional products industry and no longer a USP for few but many businesses” confirmed Alexander Ullmann, Managing Director of uma Schreibgeräte. Service innovations such as 24-hour print services, digital solutions and the use of 3D printing were also in the spotlight, setting new benchmarks for flexibility and customisation.

Winter Weather and a World Record

This year, January truly lived up to its reputation as a winter month. Snow and cold weather impacted travel, with numerous flights and train connections cancelled – especially guests from the Netherlands, Belgium, the United Kingdom and Scandinavia needed to improvise. Yet this did not dampen spirits. On the contrary, the exhibition halls were full and there was lively activity at the stands. On top, the industry sent a strong statement with an official entry in the guinness book of records for the largest brand diversity in a promotional products display. PSI 2026 made history: 511 brands and their promotional products were presented in Hall 11 – far more than the required 250.

Michael Köhler, Managing Director of RX Germany, emphasised: “The promotional products industry is an important indicator for economic trends, and PSI is its seismograph. As the strategic start to the year, PSI sets the path for the months ahead providing orientation for campaign and range planning.”.

Game Changer: Artificial Intelligence

Alongside product innovations, artificial intelligence (AI) was a key focus this year. Professor Dr Stephan Jansen, expert in urban innovation and digital transformation, opened the trade show with a keynote on current developments in AI, especially in customer engagement and marketing. The subsequent programme of workshops and one to one consultation offered trade visitors numerous opportunities to explore the potential of AI in the promotional products industry, to further their practical knowledge and, ultimately, to implement it in their daily work.

Farewell Düsseldorf, Hello Cologne

A main talking point was the upcoming change of location. After 60 successful years in Düsseldorf, PSI will take place at the Cologne Exhibition Centre from 2027 onwards. Petra Lassahn, Director of PSI, summed it up: “We at PSI and the promotional products industry have been happy in Düsseldorf for 60 years. Therefore, it is difficult to say goodbye to Düsseldorf after so many connections forged and valuable experiences made. Nevertheless, we look forward to new inspiration and growth. Cologne is a hotspot for media and creatives while offering excellent transport links. In addition, the more favourable date at the start of the year that avoids public holidays and school breaks, allows more exhibitors and trade visitors to attend.”.

Once more, PSI 2026 impressively proofed that the promotional products industry remains high-performing, innovative and future-oriented, even under challenging conditions. The atmosphere was excellent and the industry is looking ahead with optimism. Our message: Düsseldorf Farewell, Welcome Cologne! See you – at the latest – from 12 to 14 January 2027 in Cologne.

Statements on PSI 2026

Alexander Ullmann, Managing Director, uma Schreibgeräte

“For us, PSI is the leading trade show par excellence and the ideal place to present our new products and to receive qualified feedback from our customers. As a long-standing exhibitor, we also observe the trends in the industry. One of these: Sustainability is now an integral part of the promotional products industry and no longer a USP for few but many businesses.”

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Axel Dostmann, Managing Director, TFA Dostmann

“What we appreciate is the long tradition of PSI. We have been exhibiting for 55 years and meet long-standing customers who know that TFA Dostmann always offers something new. PSI is the most important trade show for us. The response at our stand was good despite the snowy and icy weather. For our product, cold temperatures are actually beneficial.”

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Peter Backes, Authorised Signatory, Mister Bags

“No one can influence the weather, of course, but it certainly prevented some trade visitors from coming to PSI. More importantly however, most of visitors were in good spirits and the outlook for 2026 is promising. We look forward to PSI 2027, then at the new location in Cologne.”

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Frédéric Misseri, Associate Director, Synneo

“PSI is the most important meeting place for players from the European promotional products industry. There is always a good overview of industry trends here, especially on the product side.”

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Meinhard Mombauer, Managing Director, Reflects

“PSI is the ultimate kick-off event. It is the take-off at the beginning of the year with new products and resolutions for the new year. It’s the ideal time to talk to customers and the entire industry. The move from Düsseldorf to Cologne from 2027 is the right decision. The direct rail connection from the Cologne Exhibition Centre to the Deutz long-distance train station with Eurostar connections to Paris and Brussels as well as ICE connections and proximity to Cologne/Bonn Airport are strong arguments.”

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Robin Hellwinkel, Managing Director, Neumärker

“As newcomers with no prior experience of PSI, we came here without any particular expectations in order to present our logo-waffle. We are absolutely overwhelmed, both by the quality of the conversations and the frequency! We will definitely be back and want to establish ourselves in the promotional products sector.”

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Marion Quast, Head of Corporate Business, Victorinox

“The mood among the trade visitors is good and optimistic, better than last year. In our discussions with visitors, we are also experiencing that the focus is increasingly on projects rather than short term giveaway business. That means more conceptual thinking, service and partnership between distributors and industrial clients. With our range of the well-known Victorinox and Wenger brands as well as efficient production and supply chains we are an ideal partner for distributors.”