Convention - SDCC 2024 : On The Hasbro Booth, G.I. Joe Stands Tall Among Icons

By Mulder, San Diego, Convention Center, 25 july 2024

San Diego Comic-Con (SDCC) 2024 has once again proven itself to be the pinnacle event for pop culture enthusiasts, and this year, Hasbro's booth has solidified its reputation as one of the most anticipated stops on the show floor. Particularly, the G.I. Joe franchise, a cornerstone of Hasbro's legacy, has taken center stage with a blend of nostalgia, innovation, and immersive fan experiences that have left attendees buzzing with excitement.

This year, Hasbro has pulled out all the stops to ensure that G.I. Joe remains a relevant and exciting brand for both long-time fans and new collectors. At the heart of Hasbro’s offerings is the G.I. Joe Classified Series, which continues to be a standout in the action figure market. The highlight of the series at SDCC 2024 is undoubtedly the Cobra Commander (Once a Man) figure. This exclusive figure is a remarkable tribute to the character’s mutated form, as seen in G.I. Joe: The Movie. Packaged in a deluxe box with lenticular imagery, the figure features a variety of interchangeable parts, including heads, hands, and weapons, alongside a bonus figure that depicts Cobra Commander in his snake mutation. This attention to detail and the high quality of the figure have made it a must-have for collectors, with many lining up at the Hasbro booth early to secure their purchase.

Beyond the figures themselves, Hasbro has crafted an engaging and interactive experience for G.I. Joe fans. The booth offers several unique activities, such as the opportunity to create a personalized G.I. Joe file card. This activity is a nostalgic nod to the original G.I. Joe packaging, where each figure came with a detailed backstory. Fans can also get airbrush tattoos of Hasbro brand logos, adding a fun, personal touch to the convention experience.

The design of the Hasbro booth itself has been a major talking point. This year’s setup includes a two-story structure, an upgrade that not only provides more space for displays but also accommodates live interviews and fan interactions. The booth’s fresh design, conceived by Tom Whalen, integrates all of Hasbro's brands under a unified visual style, yet the G.I. Joe section particularly stands out for its mix of retro elements and contemporary aesthetics.

In addition to the Cobra Commander figure, Hasbro’s booth features several other exclusive releases that have kept the G.I. Joe fans on their toes. Attendees have been eagerly purchasing these limited-edition items, which include not just G.I. Joe figures but also related merchandise and crossovers with other iconic brands. The exclusivity and limited availability of these products have only heightened their desirability, driving significant foot traffic to the booth.

Moreover, Hasbro has used SDCC 2024 as a platform to tease upcoming releases and projects within the G.I. Joe universe. During a dedicated G.I. Joe panel, the development team shared insights into the creative process behind the figures and provided sneak peeks at what’s to come. This included the announcement of new figures, upcoming pre-orders, and future collaborations that promise to expand the G.I. Joe world in exciting ways.

One of the most innovative aspects of Hasbro's presence at SDCC 2024 is the integration of the Hasbro Pulse Toy Store directly into the convention experience. This online hub has been a cornerstone for fans looking to purchase exclusive items and has now been physically manifested in the booth. Fans can engage with the digital store on-site, making the purchase of convention exclusives more accessible than ever before.

Additionally, Hasbro has introduced the Hasbro Pulse Fanstreaming Studio, an innovative way to bring the excitement of SDCC to fans worldwide. For the first time, the company is offering live streams directly from the booth, hosted by Toy Hunter’s Jordan Hembrough. These streams feature interviews, product reveals, and panel recaps, allowing fans who couldn’t attend the event in person to still participate in the action. This move not only expands the reach of Hasbro’s SDCC presence but also enhances fan engagement on a global scale.

SDCC 2024 has reaffirmed G.I. Joe’s place in the pantheon of iconic action figure lines. Hasbro’s commitment to blending the rich history of G.I. Joe with modern innovations has resulted in a booth that is not just a display, but a fully immersive experience. From exclusive figure releases to interactive fan activities, Hasbro has ensured that G.I. Joe remains a vital part of the pop culture conversation. As fans leave the convention with their coveted Cobra Commander figures and custom file cards, they do so with a renewed sense of connection to the G.I. Joe brand—a connection that Hasbro has expertly fostered through a perfect blend of nostalgia and forward-thinking design.

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Photos and video  : Boris Colletier / Mulderville