Convention - SDCC 2025 : Discover the Hasbro Booth – A Collector’s Paradise of Exclusives, Immersive Experiences, and Unforgettable Fandom Moments

By Mulder, San Diego, Convention Center, 25 july 2025

Every year, San Diego Comic-Con transforms the San Diego Convention Center into a sprawling playground for pop culture fans, and in 2025, few destinations on the show floor promise more spectacle than Hasbro Booth #3213. Known for turning their presence into an event within the event, Hasbro returns this year with a lineup that feels like a love letter to collectors, gamers, and franchise devotees alike. The booth itself is designed as a physical manifestation of HasbroPulse.com, creating an immersive hub where fandoms collide and larger-than-life displays beg for a photo op. From towering Transformers statues to lightsaber-ready Jedi dioramas, every inch is crafted to spark nostalgia while showcasing the cutting-edge collectibles that define the company’s “Aging Up” strategy, as emphasized by Tim Kilpin, Hasbro’s President of Toys, Board Games, Licensing & Entertainment.

The beating heart of the Hasbro booth is the Hasbro Pulse Toy Store, which this year ditches the online exclusives portal entirely, inviting fans to line up in person for the chance to claim some of the most coveted convention exclusives. Among the highlights is the Transformers Void Rivals Autobot Jetfire, Zertonian Solila, and Agorrian Darak set—a direct tie to Robert Kirkman and Lorenzo De Felici’s Energon Universe comic series, complete with a Marcelo Matere variant cover of Void Rivals #1. Star Wars fans can return to Mustafar with the Black Series Anakin Skywalker & Obi-Wan Kenobi two-pack, featuring premium articulation, screen-accurate textures, and a lava base display worthy of any duel. Marvel collectors are treated to the Marvel Legends Gameverse Savage Land 3-Pack, offering Rogue, Sauron, and Shanna the She-Devil in a prehistoric twist inspired by Marvel SNAP. Nostalgia surges with The Real Ghostbusters Ecto-Glow Heroes 4-Pack and Ecto-1, while Beyblade’s 25th Anniversary Set unites iconic tops from across the franchise in a premium display box. And for G.I. Joe devotees, the Classified Series Dreadnoks Cold Slither – Band of Vipers set is pure 80s cartoon rock glory, packed with instruments, a Springfield Theater backdrop, and exclusive vinyl album variants in “Zartan Chameleon Blue” and “Blood Moon Red.”

Beyond the collectibles, Hasbro is doubling down on live experiences that pull fans deeper into its universes. The G.I. Joe Cold Slither concert, co-presented with Reigning Phoenix Music, brings the fictional band from the 1985 animated series to life for a one-night-only metal spectacle at Brick by Brick on July 24, complete with show-only merchandise. Magic: The Gathering steps into Spider-Man’s New York with an immersive takeover of the Hard Rock Hotel’s Legends Ballroom, blending card battles, comic book nods, and the debut of the Universes Beyond Spider-Man collection. The whimsical “Cabbage Cart” activation at Petco Park taps into Avatar: The Last Airbender fandom with promo cards, tote bags, and of course, cabbages. Meanwhile, Beyblade X tournaments at Walmart and crossovers with the San Diego Padres ensure that the spinning battle craze extends far beyond the convention center walls.

Panels remain a cornerstone of Hasbro’s SDCC footprint, and 2025’s schedule reads like a franchise summit. On July 25 alone, fans can bounce from the G.I. Joe development team’s sneak peeks to the Marvel Legends deep dive, then witness the first card reveals for Magic: The Gathering | Marvel’s Spider-Man with Mark Rosewater, C.B. Cebulski, Aaron Forsythe, and Sarah Wassell. The Star Wars panel promises surprises straight from the Hasbro Marketing & Design teams, while the Transformers team will unveil new figures and celebrate its partnership with Mattel’s Hot Wheels line. The following day, the “Transformers and G.I. Joe: All Out War in the Energon Universe” panel assembles a powerhouse creative lineup—Robert Kirkman, Daniel Warren Johnson, Joshua Williamson, and Sean Mackiewicz—to tease upcoming conflicts like the Quintesson War and Dreadnok War. With additional sessions covering Dungeons & Dragons’ 50th anniversary and retro toy revivals like Jem & the Holograms, the programming reflects Hasbro’s dual mastery of innovation and nostalgia.

What makes Hasbro’s SDCC 2025 presence so special isn’t just the exclusives or the spectacle—it’s the way the booth captures the company’s unique position in pop culture. For longtime attendees, it recalls past years when braving the booth line meant walking away with a grail collectible or an unforgettable interaction with a brand designer. For first-timers, it’s an initiation into a fan culture where toys are more than products—they’re storytelling artifacts. Even if you can’t be there in person, Hasbro’s Fanstreaming Studio ensures the experience travels globally, offering livestreams, product reveals, and interviews from the heart of the booth on the Hasbro Pulse YouTube channel. Whether you’re a diehard G.I. Joe completist, a Marvel Legends customizer, a Beyblade battler, or someone who just wants to see Anakin and Obi-Wan’s fateful clash rendered in 6-inch plastic perfection, Booth #3213 is this year’s SDCC pilgrimage site. And as history has shown, the memories—and maybe the exclusive merch—will be worth the wait.

Photos : Boris Colletier / Mulderville