Convention - SDCC 2025 : From Stranger Things to Star Wars – Inside the Jazwares Booth

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

At the heart of the bustling San Diego Convention Center on July 23, 2025, the Jazwares booth (#3513) emerged as one of the most vibrant and captivating destinations of San Diego Comic-Con, a dazzling fusion of color, creativity, and fandom that stood out even in the sea of pop culture celebrations. The approach to the booth alone was a spectacle: walls dressed in vivid artwork, larger-than-life images of beloved characters, and cleverly designed spaces that hinted at the treasures within. As fans streamed in, they were met with a carefully curated lineup that spanned galaxies, genres, and generations, encapsulating everything from the fiery world of Avatar: The Last Airbender to the cuddly whimsy of Sanrio and the thrilling edge of AEW Wrestling. This year’s exclusives, confirmed by sources like Kerry Dixon from SDCC Blog and Germain Lussier from Gizmodo, celebrated franchises such as Pokémon, Star Wars, My Hero Academia, Stranger Things, Avatar, Squishmallows, tokidoki, and many more, creating a space where nostalgia and novelty danced hand in hand. Every shelf, every display, seemed to invite attendees to not only shop but to immerse themselves in the artistry and storytelling behind each piece.

Dominating one section of the booth, the Pokémon Squirtle Squad Plush Pack instantly became a magnet for both long-time Pokémon trainers and casual fans alike. Priced at $100, this collector’s set featured five uniquely posed Squirtles, each proudly wearing their iconic sunglasses, carefully packaged in a “squad goals” display box that seemed tailor-made for Instagram. Nearby, the Avatar Legends Zuko Action Figure—a deluxe 6.5-inch masterpiece priced at $40—commanded attention with its interchangeable heads, flame effects, and hands, all wrapped in SDCC-exclusive packaging that reflected the depth of Prince Zuko’s redemption arc. Across the convention floor, the Paramount booth offered a small but irresistible detour with the “Kawaii” Lil’ Elemental Aang (gold variant, $20), a shining gem in the lineup that seemed to glow just as brightly in the hands of lucky collectors. For those drawn to heartfelt anniversaries, the Hello Kitty and Friends Anniversary Plushes brought an air of celebration, marking My Melody’s 50th and Kuromi’s 20th anniversaries with 12-inch, numbered, limited-edition plushes (1,000 each) that blended cuteness with exclusivity in a way only Sanrio could deliver.

The booth’s diversity of offerings extended far beyond cuddly icons, diving deep into the realm of action-packed fandoms. Wrestling enthusiasts found themselves drawn to the AEW Unrivaled Swerve Strickland Figure ($40), which perfectly captured Swerve Strickland’s Black Panther-inspired AEW Dynasty 2024 gear, complete with a removable robe, alternate masked head, and extra hands—an homage to both athletic prowess and pop culture heritage. For plush collectors seeking rarity, the Mermicorno Starfall Powered-Up Astra Plush ($30) from tokidoki’s animated series offered a whimsical undersea fantasy, strictly limited to 500 pieces and accompanied by a certificate of authenticity. Nostalgic TV fans couldn’t resist the Yo Gabba Gabbaland Figure Pack ($100), which brought together Toodie, Plex, Brobee, Muno, and Foofa in a charming 3-inch display box that seemed to radiate the joy and quirkiness of the original series. Anime aficionados, meanwhile, found their adrenaline fix in the Total Anime My Hero Academia Bakugo Figure ($40), a limited run of just 500 units featuring alternate faceplates, extra hands, explosive effects, and fold-out packaging that transformed into a battle arena—an interactive touch that underscored Jazwares’ talent for blending playability with display-worthy design.

For those whose collections leaned toward the adorably delicious, the Squishmallows Little Plush Food Sets ($40 each) provided a delightful twist on the plush trend, presenting themed to-go boxes filled with 5-inch plush treats such as fries, boba, tacos, pancakes, and more. Each set—American, Brunch, Asian, or Mexican—felt like a tiny, huggable love letter to foodies. Sci-fi devotees, however, found themselves gravitating toward the Star Wars Micro Galaxy Squadron Imperial Hangar Bay Set ($100), a collector’s dream that included Darth Vader’s TIE Advanced, two Black Squadron TIE Fighters, three mini-figs, and even light-up packaging designed to mimic the atmosphere of an Imperial hangar. The attention to detail here was staggering; each ship and figure bore paintwork and sculpting that brought authenticity to every inch, ensuring that even the smallest elements would pass muster with the most discerning Star Wars fans.

No corner of pop culture seemed left untouched, as horror and sci-fi crossover fans delighted in the Stranger Things Upside Down Collection Demogorgon ($20), a 6-inch articulated figure that combined eerie charm with collector-savvy execution. With swappable heads, glow-in-the-dark accents, and a tendril-wrapped base, the piece was a miniature monument to the cult status of Stranger Things. But beyond the impressive catalogue of exclusives, what made the Jazwares booth a standout experience at SDCC 2025 was the sense of storytelling embedded into its very design. Every display seemed to carry an unspoken dialogue between the creators and the fans, as if each product whispered not just “buy me” but “remember me”—remember the shows, games, and stories that made you smile, made you dream, or kept you on the edge of your seat. The intricate sculpting of Bakugo’s explosive effects, the glow-in-the-dark menace of the Demogorgon, the delicate embroidery on the My Melody anniversary plush—all of these elements felt like signatures from the artists to the fans, proof of the care that went into every creation.

In the end, visiting the Jazwares booth at San Diego Comic-Con was less about simple shopping and more about immersion into a living, breathing gallery of pop culture. It was a place where you could travel from the Fire Nation to a galaxy far, far away, from the backstage of AEW Wrestling to the streets of Hawkins, Indiana—all without leaving the confines of Booth #3513. It was a place where galaxies collided, anniversaries were honored, and snacks became squishy collectibles. More than anything, it was proof that in a convention overflowing with sights and sounds, Jazwares understands how to tell stories not only through the characters it licenses but through the way it brings them to life for the fans. Every purchase was a piece of a larger mosaic of fandom, and for many attendees, this booth was where their SDCC 2025 story found its most colorful and collectible chapter.

You can discover our photos in our Flickr page

Photos and video : Boris Colletier / Mulderville