Presented by VMSD and ZenGenius Inc.
The annual Iron Merchant Challenge, now in its 20th year, is a mashup of improvisation, creativity, and design science — plus one secret ingredient guaranteed to shake things up!
2026 marks the 20th anniversary of this legendary IRDC tradition, celebrating two decades of bold ideas, friendly competition, and unforgettable displays.
During this interactive networking event, six teams—comprising guests, speakers, and sponsors—are given a theme, a hodgepodge of materials, the aforementioned secret ingredient, and 60 minutes to conceive and create a winning display, all while a few hundred fellow industry peers eagerly look on.
As always, this year’s theme is a secret guarded closely by the event’s founder and emcee, Joe Baer (CEO and Creative Director, ZenGenius Inc.).
Are you ready for the challenge? Sign up to participate in this year’s Iron Merchant Challenge when registration opens.
Questions about the Iron Merchant Challenge? Email [email protected]