Convention - SDCC 2025 : G.I. Joe Classified Series Storms the Hasbro Booth with Epic Reveals and Collector Exclusives

By Mulder, San Diego, Convention Center, 24 july 2025

Every San Diego Comic-Con has its “must-visit” spots, and in 2025, the Hasbro G.I. Joe booth at the San Diego Convention Center was nothing short of a pilgrimage site for collectors, fans, and nostalgic attendees who grew up with the battle cry, “Yo Joe!” Positioned at the heart of the show floor, the booth combined a museum-quality homage to the franchise’s six-decade history with a cutting-edge preview of its future. Towering displays showcased iconic characters and vehicles from the classic A Real American Hero era, while immersive set pieces invited fans to step into the battlefield themselves. Visitors were greeted by an array of new and upcoming releases, each one radiating the high level of sculpting detail, articulation, and storytelling depth that has become synonymous with the modern G.I. Joe Classified Series.

One of the biggest draws was the unveiling of the latest Classified Series lineup launching July 29, which had fans crowding the display cases and pulling out their phones to set reminders. Standouts included the G.I. Joe Classified Series Grim Viper, a ruthless evolution of the Range Viper corps, complete with five deadly accessories and a backstory hinting at long-term infiltration missions that left veterans lean from their “brass diets.” The Cobra Desert Scorpion & SKRP10N two-pack stunned attendees, not only with its intricate softgoods cape and helmet skirt but also the fully articulated scorpion companion—a feature that had photographers kneeling for close-ups. The reveal of Seymour “Sci-Fi” Fine brought smiles to longtime fans who remembered his unshakable, statuesque laser-precision from the cartoons, now realized with a beam rifle, visor options, and effects parts that made him look mid-battle on any display shelf.

The military-meets-tech theme continued with Blaine “Mainframe” Parker, a figure that blends the nostalgia of an ’80s computer genius with modern collector-grade execution. His removable helmet, alternate head with ball cap and headset, and a fully opening laptop gave the kind of diorama possibilities that collectors dream about. On the aquatic front, Wet-Suit was a show-stealer, decked out with scuba gear, fins, and a sea sled that connects to his tank, reinforcing why he’s considered one of the best SEALs in the Joe ranks. Finally, the Steel Corps Sentry & Modular Defense Post Hasbro Pulse exclusive drew special attention from army builders, offering customizable fortifications and a staggering 41 accessory pieces—proof that Hasbro understands the art of expanding the battlefield beyond just the figures.

Beyond the product reveals, the booth buzzed with the kind of energy only G.I. Joe can inspire. Longtime fans reminisced about the days of rushing home to watch the animated series, flipping through Marvel’s comic tie-ins, or staging epic battles across backyard dirt mounds. Newer fans, some introduced to the brand through recent crossovers and digital media, were equally engaged, soaking in the franchise’s rich history while mapping out which figures they’d hunt first. The booth’s design leaned into this dual appeal: classic cardback art sat side-by-side with dynamic digital displays, while dioramas recreated famous Cobra hideouts and Joe command posts. Attendees could take part in interactive stations, from posing with life-sized character standees to scanning QR codes for behind-the-scenes design stories from the Hasbro development team.

Panel programming elevated the excitement even further. The Hasbro G.I. Joe Panel on July 25 offered an insider’s look at never-before-seen prototypes, digital renders, and early packaging concepts, as well as candid anecdotes from the design team about balancing modern articulation with vintage aesthetics. There was a palpable sense of camaraderie in the room, with creators and fans exchanging laughs over obscure characters, debating the most underappreciated figures, and speculating about future waves. The excitement crescendoed when teasers hinted at narrative expansions within the Classified Series, promising that the ongoing battle between the Joe team and Cobra would only get bigger and bolder in 2026.

What made the Hasbro G.I. Joe booth stand out at SDCC 2025 wasn’t just the sheer volume of reveals—it was the feeling of being part of a living, evolving legacy. For older fans, it was a chance to reconnect with the heroes and villains of their youth, now rendered with unprecedented detail and reverence. For newer fans, it was an invitation into a world where every figure has a story, every accessory has purpose, and every display sparks the imagination. As collectors queued to purchase exclusives, pose for photos, and chat with Hasbro staff, the message was clear: G.I. Joe’s spirit of heroism, camaraderie, and high adventure is alive and well, commanding not just the display cases at Booth #3213 but the hearts of everyone who stopped by. At the end of the day, the memories made here—like the figures themselves—will stand the test of time, ready for the next mission.

You can discover our photos in our Flickr page here and here

Photos and video : Boris Colletier / Mulderville