Convention - SDCC 2025 : Bandai Namco Booths Unite Kaiju, Mecha, and Retro Icons in a Collector’s Paradise

By Mulder, San Diego, Convention Center, 23 july 2025

San Diego Comic-Con 2025 once again reminded fans why Bandai Namco is a dominant force in global pop culture, not only in the realm of video games but also in toys, collectibles, and immersive fan experiences. This year, the Japanese entertainment giant—whose history dates back to the founding of Bandai Co., Ltd. in 1950 and Namco Ltd. in 1955 before their 2005 merger—didn’t settle for a single exhibit. Instead, Bandai Namco Toys & Collectibles America Inc. orchestrated a multi-booth presence across the convention floor, each with its own atmosphere, exclusives, and interactive elements. It was less a typical product showcase and more a miniature convention within the convention, strategically designed to pull in attendees with different fandoms but keep them circulating within the Bandai universe. The result was a masterclass in experiential marketing, making SDCC 2025 one of the company’s most impactful appearances to date.

At Booth #3329, the Tamashii Nations display served as the high-end collector’s gateway. Known for producing some of the most finely detailed action figures and statues in the market, Tamashii Nations came armed with a line-up of exclusives that quickly became the talk of the convention. The S.H.Figuarts Son Gohan (Beast), Great Demon King Piccolo, Great Ape Vegeta, and the highly sought-after Godzilla (2023 Minus One) figure all sold at a rapid pace, with fans queuing up early in the morning to secure their chance before stock inevitably vanished. The booth itself showcased these figures in dramatic dioramas, lit to emphasize the meticulous paintwork and articulation that Tamashii is known for. This wasn’t simply a store counter—it was a curated gallery that celebrated craftsmanship while fueling collector urgency, a combination that Tamashii Nations has perfected over years of catering to both domestic Japanese markets and international fans.

Just a few steps away, Booth #3345 was a sensory overload for kaiju enthusiasts, as Godzilla took center stage. The space was dressed like a fallout shelter in the aftermath of a kaiju attack, complete with weathered walls, urban debris, and atmospheric lighting that made attendees feel as though they were stepping into a cinematic still from Godzilla Minus One. This booth wasn’t just a photo opportunity—it was an environment that framed the merchandise as artifacts from the Godzilla mythos. The star of the exclusives was the Godzilla Minus One Special Gold Edition figure, retailing at $35, which quickly became a must-have. Alongside it, a striking poster illustrated by Tim Seeley was available in two versions: a standard variant given free with purchases and a limited gold print, capped at only 100 pieces, available to fans spending $175 or more. On Saturday, Tim Seeley himself appeared at the booth to sign posters, turning an already coveted collectible into a personalized memento, and giving fans a rare face-to-face encounter with a celebrated artist in the kaiju fandom.

Meanwhile, Booth #3829 transported attendees into the futuristic battlefields of the Gundam universe. Celebrating the 30th anniversary of Mobile Suit Gundam Wing, this booth wasn’t just about selling model kits—it was about evoking decades of mecha history and nostalgia. Towering life-size Gundam displays loomed over dioramas that recreated iconic battle scenes in intricate detail. The space also doubled as a gathering point for one of SDCC 2025’s more emotional panels, featuring original English voice cast members Mark Hildreth (Heero Yuy), Scott McNeil (Duo Maxwell), and Brad Swaile (Quatre Raberba Winner). For many Toonami-era fans, this was a long-awaited reunion, and the panel’s blend of behind-the-scenes anecdotes, live readings, and fan Q&A sessions was the kind of experience that can only happen at a convention of this scale. The booth complemented the panel by offering exclusive Gunpla kits and anniversary-branded merchandise, ensuring that the emotional high from the discussion translated into tangible keepsakes.

Yet the celebration of nostalgia didn’t stop there. Also sharing space with the Godzilla booth, Tamagotchi returned as a star attraction, bringing retro handheld fun into the modern era. A playable Tamagotchi Plaza Nintendo Switch demo allowed fans to interact with virtual pets on a big screen, while rows of Gashapon capsule machines offered themed prizes that ranged from plush toys to miniature devices. Exclusive Tamagotchi variants drew in collectors, with special editions featuring Peanuts characters, Darth Vader, and even a tie-in to Jurassic World Rebirth. Merchandise tables were stacked with Tamagotchi-branded apparel, cosmetics, free shopping bags, comic books, and trading cards, while playful props like the Lab Tama added an interactive photo element. It was a space where different generations could connect, with parents introducing children to a game they once carried in their own pockets.

What made the Bandai Namco presence at SDCC 2025 remarkable was not simply the quality or range of the products, but the way the company managed to tie together such different franchises under one cohesive brand experience. As Justin Cavender, Senior Marketing Manager at Bandai Namco Toys & Collectibles America Inc., explained in pre-show interviews, the idea was to keep all these fandoms “together” in a way that made each booth feel like part of a larger Bandai ecosystem rather than isolated silos. This approach turned their SDCC presence into what some attendees jokingly referred to as a “mini-con within the con,” a place where you could spend hours without ever feeling the need to wander elsewhere. In a convention hall where every square foot is competing for attention, Bandai Namco’s ability to create a self-contained universe was both a logistical win and a testament to their deep understanding of fan culture.

From the adrenaline rush of standing under a Gundam’s shadow, to the awe of holding a signed Tim Seeley Godzilla poster, to the simple joy of hatching a Tamagotchi on a Nintendo Switch, Bandai Namco’s booths at SDCC 2025 offered a multi-layered celebration of pop culture that spoke to fans across decades. They didn’t just sell products—they told stories, evoked emotions, and created moments that attendees will carry with them long after the convention floor is packed away. In doing so, they reinforced their place not just as a powerhouse in gaming and collectibles, but as one of the most skilled architects of fan experiences in the industry today.

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Photos : Boris Colletier / Mulderville