Convention - SDCC 2025 : Hasbro Breakfast Transforms Morning Coffee into a Pop Culture Showcase

By Mulder, San Diego, The Ultimate Skybox, Diamond Tower View, 24 july 2025

San Diego Comic-Con has always been a temple for pop culture lovers, but the Hasbro Breakfast held on July 24 at the Ultimate Skybox, high above the Diamond Tower View, was something truly unique. Imagine starting your day with the city skyline stretching out before you, while the biggest toy company in the world drops a cascade of surprises that make you feel like a kid again. It wasn’t just a press reveal—it was an intimate gathering that mixed the aroma of coffee and fresh pastries with the electricity of collective anticipation. Attendees weren’t only journalists or collectors; they were fans who grew up with these brands, now watching their childhood evolve into more sophisticated, innovative, and collectible forms. There was a sense of shared ritual in that moment, as though everyone in the room understood that Hasbro was about to rewrite yet another chapter of the toy industry.

The morning started with Beyblade, and it was impossible not to feel the excitement ripple across the room when Hasbro unveiled its new Beyblade X Stadiums. The BX-32 Wide Beystadium was a revelation for competitive play, allowing bladers to test their skills in an environment designed to amplify unpredictability and chaos. The BX-00 Double Xtreme Motorized Beystadium took it further, turning spinning top battles into a choreographed storm of motion and collisions, with its motorized centerpiece pulling the audience into a futuristic spectacle. What really made the crowd light up, however, was the collaboration with Star Wars: the Chewbacca 4-80LF vs. Stormtrooper 5-70B multipack. It was the perfect mash-up of two universes that thrive on dueling forces, and the reactions in the room—half gasps, half laughter—proved that Hasbro knew exactly how to tug at nostalgia while keeping things fresh.

The Marvel Legends section of the breakfast cemented Hasbro’s ability to balance blockbuster appeal with collector passion. The reveal of the Spider-Man Electronic Expressive Mask and the Wolverine Premium Roleplay Mask instantly transported fans into their favorite comic panels. Imagine sitting at home and having Spider-Man’s shifting eyes staring back at you or Wolverine’s grim mask resting on your shelf—it’s the kind of roleplay item that goes beyond cosplay and becomes a centerpiece for personal connection. But that was only the beginning. Figures based on the beloved X-Men ’97 series brought Storm, Morph, Gambit, Rogue, Cyclops, and Jean Grey to life in ways that echoed the Saturday morning cartoons that defined a generation. There was even more buzz when Hasbro revealed its Fantastic Four set, uniting Mister Fantastic, Invisible Woman, Human Torch, The Thing, and Silver Surfer in a lineup that fans have been begging to complete. The cherry on top was an unexpected crossover between Marvel Legends and Magic: The Gathering, with figures like Mary Jane Watson as Iron Spider sharing the stage with exclusive cards, effectively bridging two collector universes into one.

Star Wars was, unsurprisingly, one of the crown jewels of the Hasbro showcase, and the room’s energy reached its peak when the Vintage Collection LAAT/i Gunship HasLab was unveiled. HasLab projects have always been risky but thrilling ventures, and this one instantly felt like the holy grail for fans. The sheer scale, detail, and potential stretch goals made it a centerpiece that collectors were already calculating how to back. The Black Series additions were no less impressive: figures of Jango Fett, Asajj Ventress (Bounty Hunter), and The Stranger (Qimir) stood proudly among classics like Darth Vader and Luke Skywalker, offering a cross-generational spread that touched every era of the saga. Convention exclusives like the Mace Windu and Darth Sidious pack had collectors whispering about their aftermarket value even before the breakfast ended. Meanwhile, roleplay items like the Imperial Death Trooper Helmet and the Ezra Bridger Force FX Elite Lightsaber elevated the line, reminding everyone that Star Wars isn’t just about figures—it’s about inhabiting the galaxy far, far away.

For Transformers fans, the reveals were a love letter to every corner of the franchise. The Studio Series Barricade from The Last Knight captured the gritty realism of Michael Bay’s films, while the Airachnid from Transformers One brought in a fresh animated vibe. The room’s older fans smiled knowingly at the Voyager Class Thundercracker from The Transformers: The Movie, a callback that resonated with those who still remembered the emotional impact of that 1986 animated classic. But it was the Leader Class Maximal Big Convoy from Age of the Primes that had longtime collectors nodding in respect, acknowledging Hasbro’s commitment to giving every sub-universe of Transformers its due. These weren’t just figures; they were living chapters of a saga that continues to reinvent itself.

G.I. Joe also had its moment of glory, particularly with the Classified Series #172. The introduction of characters like Cobra-La Pythona, Grim Viper, and Cobra Desert Scorpion with SKRP10N showed that Hasbro hasn’t forgotten its roots in rich storytelling and world-building. Longtime fans were thrilled to see figures like Seymour “Sci-Fi” Fine and Wet-Suit, which balance out the line by appealing not only to the Cobra loyalists but also to the classic Joe heroes. The Classified Series has been a cornerstone of Hasbro’s modern revival of G.I. Joe, and these reveals felt like a bridge between nostalgia and fresh blood, ensuring that new fans and veterans alike had something to look forward to.

What really made the Hasbro Breakfast special, beyond the figures and announcements, were the conversations and anecdotes that flowed between bites of food and sips of coffee. One long-time collector leaned back in his chair and said with a grin, “This isn’t breakfast, it’s a bank account massacre.” Another attendee jokingly admitted that she was already plotting how to reorganize her display shelves to make room for the incoming Gunship and Wolverine mask. The camaraderie was palpable; strangers quickly became friends, trading toy-hunting war stories and tips on where to snag exclusives. The joy was less about the products themselves and more about the shared experience of witnessing them together, perched high above San Diego, looking out at a city transformed by fandom.

The Hasbro Breakfast wasn’t just a product showcase—it was a reminder of why people keep coming back to San Diego Comic-Con year after year. It distilled the essence of what collecting is all about: rediscovering wonder, celebrating shared passions, and building bridges between past, present, and future. From Beyblade’s innovative stadiums to Marvel’s crossover experiments, from Transformers’ nostalgia bombs to Star Wars’ HasLab grail, every reveal carried with it a story, a memory, or a spark of excitement that collectors will carry long after the convention lights dim. And as attendees left the Ultimate Skybox, the conversations didn’t stop—they simply shifted into planning preorders, debating shelf space, and dreaming about what Hasbro will bring to the breakfast table next year.

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

Photos and video : Boris Colletier / Mulderville