Convention - SDCC 2025 : Discover the Hasbro Transformers Booth — A Mechanical Marvel for Autobot and Decepticon Fans

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

Walking into the Hasbro Transformers booth at San Diego Comic-Con 2025 feels less like entering a convention display and more like stepping through a portal into the heart of Cybertron itself. Towering glass cases filled with prototypes from the upcoming Age of the Primes line draw you in instantly, with iconic names such as Big Convoy, Quintus Prime, and Amalgamous Prime proudly showcased under perfect lighting that makes every sculpted panel and paint application gleam. Beside them, the Studio Series section delivers its own heavy-hitting surprises — a menacing Titan Grimlock in all his imposing glory, an updated Seeker mold with unprecedented articulation, and a newly engineered Windcharger that boasts a head sculpt so dynamic that even veteran collectors stopped in their tracks to admire the craftsmanship. There is an unshakable sense here that Hasbro is both honoring the storied history of the Transformers franchise while fearlessly reimagining it for a new generation, and fans can feel that vision the moment they approach the displays.

The booth’s atmosphere is amplified by the palpable excitement of the creative team, with Mark, Evan, and Nate — the designers and engineers responsible for these mechanical marvels — often stepping out from behind the scenes to talk directly to fans. In candid, impromptu conversations, they share not just technical details, but personal anecdotes about design challenges, their own childhood memories of Transformers, and the thrill of seeing concepts evolve from sketches to physical models. Hearing Evan describe how a certain transformation sequence was inspired by a vintage toy commercial, or Mark recalling the painstaking process of finding the perfect metallic hue for Nemesis Prime, creates a deeper appreciation for the toys on display. These moments blur the line between fan and creator, and it becomes obvious that the team’s passion mirrors that of the audience. Each figure here is the result of equal parts artistry and engineering, infused with the kind of heart that comes from true devotion to the source material.

The excitement hit a fever pitch during the Hasbro Transformers Panel held on Friday, July 25, from 5:00 pm to 6:00 pm PDT in Room 25ABC, where Evan, Mark, and Nate presented an electrifying hour of reveals and behind-the-scenes insights. The crowd erupted when the silhouette of an as-yet-unannounced Age of the Primes figure appeared on the big screen, a tease that sent speculation rippling through the hall. Beyond the reveals, the panel offered a genuine connection between the brand and its supporters, with thoughtful Q&A exchanges, giveaways that had attendees scrambling for collectibles, and heartfelt acknowledgments of the community’s role in shaping the Transformers legacy. One fan later described the moment as “pure SDCC magic” — the kind of electricity that can only happen when creators and fans share the same space and the same passion.

Back on the convention floor, the booth’s elaborate dioramas stopped even casual passersby in their tracks. These sprawling displays recreated famous Transformers battles and story moments with a cinematic flair, from Autobots defending a cityscape to Decepticons launching a coordinated aerial strike. The centerpiece — a massive confrontation between Big Convoy and Nemesis Prime — was a particular highlight, drawing cameras and sparking lively debates about which character would emerge victorious. These scenes weren’t just visually impressive; they were storytelling tools in their own right, allowing longtime fans to revisit beloved narratives while giving newcomers a thrilling introduction to the depth of the Transformers mythos. The creative team’s attention to detail — from weathered textures on armor plating to the positioning of miniature explosions — made it clear that these dioramas were labors of love as much as they were marketing showcases.

In the end, the Hasbro Transformers booth at San Diego Comic-Con 2025 proved itself to be more than just a product showcase. It was a vibrant hub for the global Transformers community — a place where nostalgia met innovation, where prototypes offered a glimpse into the franchise’s future, and where fans could connect with the people who bring their favorite characters to life. It reinforced Hasbro’s commitment not just to quality and creativity, but to fostering a genuine bond with its audience. For many attendees, this booth wasn’t just a highlight of SDCC; it was the heart of their convention experience, a reminder that in the world of Autobots and Decepticons, the transformation is never complete, and the journey is always worth taking.

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

Photos and video : Boris Colletier / Mulderville