Promo professionals around the world are preparing to break a record.

In January 2026, hundreds of exhibitors, distributors, brands, suppliers and visitors will convene in Düsseldorf, Germany, at the annual PSI 2026 trade show. They’re invited to bring products with visible brand logos that they use in their daily work or that they have collected in archives, sample rooms, trade fairs or during business travel.

Unlike traditional attempts, everything will happen live during the exhibition. Attendees will register each product, brand and submission onsite, and each will be added to a continuously growing display. The goal? 250 different brands in a single collective presentation.

For the event’s organizers, the activation represents more than just a potential world record.

“This initiative is far more than a record attempt for us,” said Petra Lassahn, director of PSI. “It is a gesture of appreciation toward Düsseldorf, an emotional conclusion, and also a new beginning. What we present here is the essence of our industry, which is built on creativity, sustainability and collaboration.”

Steven Baumgaertner, CEO of German distributor cyber-Wear, part of Cybergroup International (asi/175537) and the brains behind the initiative, calls the world record attempt a “symbol” for the promotional products industry.

“It shows that promotional merchandise is far more than physical items,” he said. “These products are emotional messengers, cultural bridges and the most visible form of active brand communication.”