Convention - SDCC 2024 : Hasbro’s Transformers Booth Astonishes with New Figures, Interactive Experiences, and Expansive Lore

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

San Diego Comic-Con 2024 was a monumental event for Transformers fans, with Hasbro’s booth dedicated to the beloved franchise standing out as a key attraction. This year, Hasbro went above and beyond, delivering an experience that combined stunning new product reveals, immersive interactive exhibits, and a deep dive into the expanding lore of the Transformers universe. The booth was not just a display of toys; it was a celebration of the legacy and future of one of pop culture’s most enduring franchises.

As attendees entered the Hasbro Transformers booth, they were greeted by an awe-inspiring display that brought the world of Cybertron to life. Life-sized statues of Optimus Prime and Megatron flanked the entrance, immediately drawing fans into the epic battle between Autobots and Decepticons. The booth’s design was both futuristic and nostalgic, with nods to classic Transformers media, including animated series and blockbuster films, creating a visual feast for fans of all ages.

One of the most talked-about aspects of the booth was the reveal of the Transformers Legacy United line, a new series of figures that blends the old with the new, bringing together characters from across the Transformers multiverse. The Voyager Class Optimus Prime and Leader Class Megatron figures were particularly striking, featuring intricate details and advanced articulation that allowed for dynamic posing, making them perfect for both play and display. These figures were accompanied by the Robosen Transformers Optimus Prime, a groundbreaking figure that could autonomously transform from truck to robot with voice commands, showcasing the latest in toy technology​

Adding to the excitement, Hasbro also expanded its Studio Series line, which continues to be a fan favorite for its movie-accurate representations of characters. The new figures, inspired by the upcoming Transformers: One animated film, include characters such as Bumblebee and Starscream, who were revealed in their latest designs that blend the aesthetics of the classic G1 series with modern elements. These figures are not only beautifully sculpted but also come with accessories that fans will recognize from key moments in the Transformers movies​ 

Beyond the physical figures, the Hasbro booth offered an array of interactive experiences that allowed fans to immerse themselves in the Transformers universe like never before. One of the standout features was the Transformers VR Experience, where attendees could step into the roles of their favorite Autobots and Decepticons in an epic virtual reality battle. This experience was particularly popular, offering a level of engagement that went beyond traditional toy displays and allowed fans to feel as though they were truly part of the ongoing war on Cybertron.

Hasbro’s Transformers panel at SDCC 2024 was another major highlight. Held on July 26th, the panel featured members of the Transformers design and marketing teams, who provided behind-the-scenes insights into the creation of the latest figures and teased upcoming projects. A key focus of the panel was the introduction of The Energon Universe, a new narrative initiative that aims to unify the Transformers lore across various media, including toys, comics, and possibly an animated series. This new storyline promises to bring a more cohesive and interconnected narrative to the Transformers brand, providing fans with a richer and more immersive experience​.

For collectors, the Hasbro Pulse Toy Store at the booth was a veritable treasure trove, offering exclusive SDCC 2024 merchandise that could only be obtained at the event. The Transformers Generations Legacy United two-pack, featuring special edition versions of Jazz and Soundwave, was one of the most coveted items. These figures, which sported unique decos and came in exclusive packaging, quickly became must-have items for serious collectors. Additionally, Hasbro offered limited-edition pins and other collectibles that added to the allure of the booth, making it a must-visit spot on the convention floor​.

The booth also featured a variety of hands-on activities that engaged fans in creative and interactive ways. Attendees could participate in building their own custom Transformers, selecting from a variety of parts to create unique robots, or take part in trivia challenges that tested their knowledge of Transformers lore. These activities were designed to be fun and inclusive, catering to both hardcore fans and newcomers to the franchise.

As the convention came to a close, it was clear that Hasbro’s Transformers booth had made a lasting impact. The combination of innovative product reveals, immersive interactive experiences, and a deeper exploration of the Transformers universe ensured that the booth was not just a display, but a full-fledged celebration of everything that makes Transformers such a beloved franchise. Fans left the booth not only with exclusive merchandise and memories but with a renewed excitement for what the future holds for the Autobots and Decepticons.

Looking forward, Hasbro’s efforts at SDCC 2024 have set a high bar for future conventions. The introduction of The Energon Universe, coupled with the release of new figures and the promise of even more immersive experiences, suggests that Transformers will continue to evolve and captivate audiences for years to come. Whether through cutting-edge technology like the Robosen Optimus Prime or the expanding narrative of the Energon Universe, Hasbro has ensured that Transformers remains at the forefront of pop culture, continuing to inspire and engage fans around the world.

You can discover our photos in our Flickr page

Photos and video  : Boris Colletier / Mulderville