Switching up from after hour events, offsites, panels, and experiences it’s now time to get to the meat of my coverage – the San Diego Comic-Con exhibit floor.
One of my favorite aspects of any convention is the show floor but with hundreds if not even a thousand booths showing off everything from toys, collectibles, movie, television, games, books, comics, and news it is impossible to review everything, though I do think I made a good stab at it this year. So this is going to be covered over multiple articles and will include Toys, Collectibles, Figures, Art, Posters and a little bit of everything in-between.
There is a fair amount of products to look at from some of the hottest properties out there so as always let’s dive right in. Here I’ll be taking a look at in my opinion the big four toy and figure brands on the floor at Comic-Con including Hasbro, LEGO, Jazwares, and Mattel. Look out for more articles with a separate focus on art galleries and artists.
Hasbro
https://shop.hasbro.com/
One of my favorite overall brands – Hasbro – was back at SDCC again and for the first time in a few years had a exclusives being sold at their booth! Unlike in previous years though where they had a completely separate booth for sales everything was crammed into one booth; this meant that the sales size of the booth was a bit on the smaller side and the size of the booth that is normally reserved for showcasing items was significantly reduced however there were still many displays across the various Hasbro Brands.
Speaking of their brands and products Hasbro also has a very offering with everything from toys, games, figures, and roleplay items for their youngest fan to the most fervent collector for almost every brand they own including Star Wars, Transformers, Marvel, Ghostbusters, G.I. Joe, Magic: The Gathering, and Dungeons & Dragons.
Going to their booth is filled with display cases filled with products and as new reveals are announced at the show the space is continually being filled with new product throughout the convention. The booth space, which this year was designed by artist Tom Whalen, is also a spot where there are plenty of opportunities to interact with the teams involved with the different properties as well as signings and giveaways over the course of the show.
Hasbro also continued their trend of offering press and industry folks a very welcome Thursday morning Brand Preview Breakfast. Similar to recent years the event is held at the Ultimate Skybox overlooking Petco Park is a great way to fuel up, get a close-up look at new products across all the company’s brands, and interact with members of the various Hasbro teams in a more enclosed setting. Since there are products across the various product lines at the breakfast you’ll likely see a few photos from various brands from both the booth space and the breakfast below. I also have generally posted images of nearly all the revealed figures from the various brands in their respective threads on our internal boards.
Booth design by Tom Whalen and some Transformer One full size displays
Transformers
Transformers showcased a number of figures from across their scales and series but mainly focues on Transformers: One with a awesome Matrix of Leadership and a truly amazing Studio Series 86 Leader Class Optimus prime. There were also some cool converse branded Transformer sneakers. Check out our running Transformers thread here.
Robosen
Robosen, who I covered at Sweet Suite were showing of their Flagship Grimlock and Megatron.
Marvel
Marvel revealed a slew of new items throughout the convention across all their product lines. Some big reveals were a Kang, Haslab Giant Man, and a Sentinal 2-Pack! Check out our running Hasbro Marvel thread here.
Star Wars
There was a bit of everything from Star Wars but standout for me included a Black Series Last Command 4-pack, Thrawn’s Night Troopers, the Acolyte Black Series line, and the Halloween Edition Inquisitor and Duros Bounty Hunter 2-Pack. As a surprise the sales side of the booth were selling Ahsoka’s lightsaber. You can check out individual product images here and head to Hasbro Pulse to purchase!
Ghostbusters
Ghostbusters offered a look at the Haslab Ghost Trapper and other figures.
G.I. Joe
New figures being shown off along with the look at the Haslab Classified Series Dragonfly (XH-1). Check out G.I Joe releases here.
Dungeons & Dragons
D&D had some ancillary items at the breakfast including presentation packs, fan sheets, a set of LEGO D&D mimnifigures, and both UK and US stamps.
Magic: The Gathering
MTG was showing of their new series Bloomburrow as well as a Secret Lair Monty Python and the Holy Grail set. Be sure to be ready for this loot drop when it is available from Magic: The Gathering!
Arcade1Up Hasbro Gaming
Partnering with Arcade Up Hasbro is offering a electronic version of their tabletop games through the Arcade1Up Infinity Game Board. The Game Board modernizes gameplay, taking play to the next level. Simple one time set up. An ever-expanding library of games, activities, and much more.
We will also be seeing the return of Hasbro Pulsecon on September 13.
LEGO
https://www.lego.com/en-us
LEGO is often at the top of the list for any fan at San Diego Comic-Con and while they have done away with exclusive sets and minifigures over the last few years, much to the chagrin of their die hard collectors, their booth routinely has a lot going on during the four day convention and often follows a yearly theme which for this year was space. The booth typically showcases sets both new and recently released, have full scale builds including an Astronaut and a Star Wars Rebuild the Galaxy Jedi Vader, a play area, and more recently scavenger hunts. While the scavenger hunt was limited to 20 a day there was still a chance at getting a LEGO Space themed patch available to many attendees.
Some interesting things on display were new Hasbro Dungeons & Dragons minifigures, a Super Mario Bros. Bowser Express Train, The Legend of Zelda Great Deku Tree, DREAMZzz sets, Star Wars sets including some of the Rebuilding the Galaxy sets including the X-Wing and Tie Fighter mash-up, The Dark Falcon, and Jedi Bob’s Starfighter, while the middle of the booth feature many different space sets.
Jazwares
https://www.jazwares.com/
Jazwares is now one of the largest toy companies in the US with a strong portfolio of products including their line of All Elite Wrestling (AEW) figures, Pokémon, Fortnite, Bum Bumz, Halo, Star Wars Micro Galaxy Squadron ships, Hello Kitty, and their home grown Squishmallows plush stuffed toys. Their AEW line continues to expand and one of the features the really sets it apart is how closely they work with the wrestler to get the accuracy and detail in all their figures. Squismallows continues to be a super popular property. They are also one of the few companies with actual San Diego Comic-Con labeled exclusives and offer them in limited numbers. After last year’s growing pains with their exclusives Jazwares went back into the lottery system and though I am very much not a fan of the lottery system for exclusives it is better than what happened last year with people cramming the booth space and causing a myriad of issues which showed growth on the part of Jazwares and an overall improvement to the entire process. Exclusives included something from all their product lines and for Squishmallows and Star Wars Micro Galaxy included blacklight and light up beautifully under UV light.
AEW
Squishmallows
Star Wars Micro Galaxy
Pokémon
Hello Kitty, Halo, Fortnite, Anime, and Marvel
Exclusives
Mattel
https://about.mattel.com/
Mattel remains one of the top toy brand companies exhibiting at Comic-Con. Their booth space is fairly large and divided into many sections showing off their range of brands including WWE, Jurassic Park, Hot Wheels, Monster High, Minecraft, Masters of the Universe, MEGA, and Uno Fandom. At the front of the booth an area was set up for various signings throughout the convention. As normal Mattel utilized an entirely different booth space to sell their show exclusives which this year included a Hot Wheels Naboo Ship, a Batman Hot Wheels set, a Jurassic Park figure, and a WWE Shawn Michael’s figure. Though in order to get through their sales booth you needed to have won a lottery spot prior to the show starting.
WWE
Masters of the Universe
Hot Wheels
MEGA
Jurassic Park
UNO Fandom
Dolls
