Convention - SDCC 2025 : DC Booth Kicks Off the Road to 100 Years of Heroism

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

San Diego Comic-Con has always been a celebration of pop culture’s biggest icons, but this year, the beating heart of the convention floor was undeniably the towering DC Booth #4544, a multi-level monument to nearly a century of storytelling. DC Comics is using SDCC 2025 as the starting line for an ambitious, decade-long countdown to its 100th anniversary, and the approach could not be more fitting. Themed entirely around the Golden Age of comics (1935–1945), the booth serves as a nostalgic portal back to the moment when the DC Trinity—Superman, Batman, and Wonder Woman—first emerged. From the moment attendees catch sight of the booth’s larger-than-life banners and its imposing, stylized architecture, they are transported to a time when pulp pages first introduced the legends who would go on to define heroism for generations. The space is infused with an aura of reverence and excitement, combining historical homage with cutting-edge fan engagement in a way that only DC can deliver at a scale this large.

Once inside, visitors quickly discover that the DC Booth is not just a static display but an all-encompassing interactive experience designed to delight hardcore comic historians and casual fans alike. One of the most crowd-pulling attractions is the chance to play Fortnite’s Blitz Royale mode directly inside the booth—a first for DC at Comic-Con—unlocking an exclusive poster illustrated by none other than Jim Lee, DC’s Publisher and Chief Creative Officer. This gaming station is more than a novelty; it is emblematic of DC’s continued push to bridge classic hero narratives with contemporary pop culture touchstones, bringing Superman’s mythos into the hands of a new generation. Nearby, nostalgia collides with modern branding in a life-size recreation of the iconic Action Comics #1 cover, created in partnership with Progressive Insurance. Here, fans can step into history alongside Progressive’s beloved mascots, Flo and Jamie, and walk away with a custom variant reprint of the legendary comic that forever changed superhero storytelling.

For collectors, few things are more exciting than exclusives, and DC came prepared with one that quickly became a must-have: the “virgin” convention-exclusive edition of Superman: A Friendship Unleashed, a 12-page original comic celebrating the bond between Superman and his loyal canine, Krypto the Super-Dog. Produced in collaboration with Milk-Bone®, this edition is printed without any logos or text on the cover, resulting in a clean, striking collectible that stands out among the year’s offerings. Fans who purchase the limited Milk-Bone x SUPERMAN box at the booth not only get the comic but can also admire a breathtaking 20-foot lightbox display of Mercer’s cover art—an irresistible photo-op for anyone wanting to capture a piece of SDCC magic. In a similar spirit of connection, the DC Community team hosts daily meet-and-greets from Thursday to Sunday, offering exclusive posters featuring Hayden Sherman’s Absolute Wonder Woman #11 variant cover, DC GO! pins, and a custom DC High Volume comic to fans who can prove their membership in DC’s official Discord server.

The booth’s programming is deliberately built to keep foot traffic—and excitement—high across all four days. Evenings from Thursday to Saturday, the space transforms into a stage for THE JOKER IS WILD, a live trivia event hosted by Tim Sheridan with the occasional appearance of “Professor” Mark Waid, where fans test their DC knowledge for the chance to win impressive prizes. On Sunday morning, the energy softens into something more heartwarming as the Guide Dogs of America’s Tender Loving Canines program takes over, filling the booth with caped canine companions. These moments—half immersive entertainment, half community-building—capture the booth’s underlying mission: to make DC’s universe feel alive, immediate, and personal to everyone who steps inside.

Of course, it wouldn’t be SDCC without a shopping spree, and the DC Booth’s retail offerings are a treasure trove for collectors. Exclusive foil covers abound, from Jae Lee’s new art for Absolute Batman #1, Absolute Superman #1, and Absolute Wonder Woman #1, to specialty variants like the “Bat Symbol” foil cover of Batman #158, the “S-Shield” Supergirl #1 variant, Stanley “Artgerm” Lau’s foil cover for New History of the DC Universe #1, the SUPERMAN x FORTNITE foil variant by Jim Lee, and Kevin Maguire’s Justice League vs. Godzilla vs. Kong 2 #1 “Titan Sized Special Edition.” Beyond the comics, the booth offers high-quality collectibles, from 11”x17” art board facsimiles of Jim Lee’s Batman #158 and Batman #163 covers to a massive 18”x24” Scott Koblish poster. Apparel ranges from the “Legends Forever” hoodie—celebrating the Trinity—to the debut of DC’s new Batman comic book logo on t-shirts, pins, and hats, as well as a 24k gold-plated S-Shield necklace, Krypto the Super-Dog pet gear, a Supergirl t-shirt, and cheeky Peacemaker season two “Eat Peace” merch.

Signings and creator appearances are another reason the booth is a constant hive of activity. Fans can meet some of the most influential names shaping DC’s present and future, including Jim Lee, Bilquis Evely (Supergirl: Woman of Tomorrow), Tom King (Supergirl: Woman of Tomorrow), Joshua Williamson (Superman), Scott Snyder (Absolute Batman), Nick Dragotta (Absolute Batman), and Mark Waid (Action Comics). These sessions, some requiring wristbands, are prized opportunities for autographs, selfies, and personal interactions with the creative minds behind the stories that inspire millions.

The booth’s influence extends beyond its walls with a robust panel schedule that dominates parts of SDCC’s programming. Thursday brings DC ALL IN: What’s Next, moderated by Chris Conroy and Paul Kaminski, offering deep dives into upcoming Absolute editions and core storylines. Later that day, Batman Azteca: Choque De Imperios takes the stage in Room 6BCF, transporting Gotham’s mythos into the heart of Mesoamerican history in a striking animated reimagining. Saturday is even more stacked, with Metropolis and Beyond exploring Superman’s legacy, Gotham City delving into the darker corners of the DC Universe, and the much-anticipated Peacemaker season two panel in Hall H—featuring James Gunn, John Cena, Danielle Brooks, Jennifer Holland, Freddie Stroma, Steve Agee, Frank Grillo, Sol Rodriguez, and Tim Meadows—culminating in the premiere of the global trailer. The day closes with Jim Lee & Friends, a panel famous for last-minute surprises and reveals that leave fans buzzing long after the lights go down.

In the end, the DC Booth at SDCC 2025 is far more than a marketing space—it is a living, breathing celebration of one of the most influential storytelling legacies in modern culture. It offers a unique blend of historical reverence, hands-on fan engagement, creator access, exclusive collectibles, and surprise moments that make attending feel like stepping into the panels of a comic book brought to life. For fans, it’s not simply about walking through a booth; it’s about becoming part of DC’s ongoing saga, one that will crescendo toward its 100th anniversary in a decade’s time. And judging by the passion radiating from every corner of Booth #4544 this year, the journey to that milestone will be nothing short of legendary.

You can discover our photos in our Flickr page

Photos and video: Boris Colletier / Mulderville