SDCC 2026 : Bandai Namco’s Fan-First Universe

Bandai Namco’s Growing Role at San Diego Comic-Con

At San Diego Comic-Con 2026, Bandai Namco Toys & Collectibles America brought some of Japanese pop culture’s most celebrated franchises together through immersive installations, exclusive collectibles, major reveals and interactive experiences created for fans of all generations. From Dragon Ball, Gundam and Godzilla to Tamagotchi and Tamashii Nations, the company’s ambitious presence extended far beyond a traditional exhibition booth. We spoke with Justin Cavender, Senior Marketing Manager at Bandai Namco Toys & Collectibles America, about the importance of SDCC, the influence of fan communities and the company’s strategy for keeping its legendary properties relevant while introducing them to new audiences.

How Fan Feedback Shapes Bandai Namco’s Strategy

Q: Bandai Namco has an incredibly diverse portfolio spanning video games, collectibles, anime, and entertainment. How important is San Diego Comic-Con in bringing all of those worlds together under one roof ?

Justin Cavender: I think it’s very important. San Diego Comic-Con has become sort of a tentpole and a flagship for us each and every year. It’s our favorite event. Well, it’s my favorite event, and it’s one I look forward to every year. We try really hard to have something for everyone there. As you look around, you know, we have a lot of anime-related things. There was a time when you needed to go to an anime convention to really enjoy that, but anime has crossed over into pop culture. I think, as you look around here, you see a lot of people cosplaying as anime characters. So, I think that Bandai Namco, with all of its various properties, fits in very nicely at San Diego Comic-Con.

Q: Which project or announcement showcased at SDCC 2026 are you personally the most excited about, and why do you think fans should be paying attention to it ?

Justin Cavender: Yeah, so yesterday, during our Gundam panel on Thursday, we announced a new Gundam series. I’m very excited about that. It’s called Mobile Suit Gundam RG Alex Zero. It’s a long name, but it is a new series coming in 2027, and it’s going to be paired with a video game. The series takes place 100 years before the events of the video game. We got to reveal the mobile suit from that series, and we have a really cool booth over here highlighting the mobile suits, where we’ll have, you know, model kits, action figures, and all sorts of fun items to accompany it.

Q: Many of Bandai Namco’s biggest franchises have passionate global communities. How does fan feedback influence your creative and marketing decisions, especially for long-running series ?

Justin Cavender: Sure. I think fan feedback is very important. I think it’s important that companies don’t become complacent and that we listen to the fans and see what it is that they want, what they need, and what their desires are. But there’s also a delicate balance with the licensors, and there are certain properties that need to be pushed at certain times. When the two can kind of come together and we’re able to support not only the licensor but also what the fans want, then it’s a perfect storm. But that doesn’t always happen. So, we announce Figure A, and people say, “Give us Figure B,” right? That happens from time to time, but because they’re screaming at the top of their lungs for us to give them that, we know the fans want it. So, when the timing is right, we are able to give the people what they want.

SDCC Exclusives and the 30th Anniversary of Tamagotchi

Q: Exclusive Comic-Con merchandise has become a major attraction. What makes SDCC-exclusive products special, and how do you decide which franchises receive exclusive releases?

Justin Cavender: Sure. So, um, 100%, at a show like this, exclusives are very important. They get here on Preview Night, they line up, and they run through the exhibit hall to get their exclusives, right? So, for us at Bandai, we try to figure out what it is that will make the most sense. So, like, right now, Tamagotchi is celebrating its 30th anniversary. Okay. So, we want to have an event exclusive commemorating that and celebrating those 30 years.

Introducing Classic Bandai Namco Franchises to New Generation

Q: Looking beyond nostalgia, how do you introduce classic Bandai Namco franchises to a younger generation discovering them for the first time ?

Justin Cavender: Sure. So, that's an interesting challenge, right? So, when you think about something like Gundam, which has been around since 1979. Yes. You know, last year, we had a fun collaboration with Call of Duty and Fortnite. So, kids who had never heard of Gundam before suddenly saw it in Fortnite, right? So, it’s one of the number-one games in the world, and now they’re seeing a Gundam for the first time, and they say, “Whoa, that’s a cool robot. How do I get my hands on that? Where can I get more?”

Mobile Tours and New Ways to Connect with Fans

Q: The entertainment industry is changing rapidly with digital experiences, live events, and social media engagement. How has Bandai Namco adapted its strategy to meet evolving fan expectations ?

Justin Cavender: The entertainment industry is changing rapidly with digital experiences, live events, and social media engagement. How has Bandai Namco adapted its strategy to meet evolving fan expectations? Sure. So, you are 100% correct. The whole style has changed. It’s not just conventions anymore. It’s going beyond conventions, right? And, at least here in the United States, California and New York get a lot of the attention, but there’s still all this ground in the middle of America that isn’t being reached, right? So, having things like the Gundam Mobile Tour or the Tamagotchi Mobile Tour, pop-up activations throughout the country, even throughout North America, including Mexico and Canada, you know, we want to be able to have those events and then learn from them. So, if we have a tour and maybe people are waiting in line for a couple of hours to go through it, how can we make that experience better? So, we can always be better. I think that’s the most important thing. And that’s what I like about competition and all these other companies out here. We’re all trying to do the same thing, but be different and fine-tune it in ways that will provide the best customer experience.

What Fans Can Expect from Bandai Namco

Q: Without revealing anything confidential, can you tease what fans should be looking forward to from Bandai Namco over the next 12 months? Are there any exciting trends or directions you’re particularly enthusiastic about ?

Justin Cavender: Yeah. So, I mean, without revealing anything confidential, there’s a lot to look forward to. You know, since we’re a company that focuses on toys in the pop-culture space. Yes. Um, you know, look at things ahead, like Godzilla Minus Zero coming out in November, right? Godzilla Supernova coming out in April of next year. The Netflix and Legendary live-action Gundam movie. So, when you have exciting things like that happening, you can bet that we are going to be ready to jump on that and be able to satiate the fans with fun products or things that they love the most.

Q: Comic-Con has become one of the most important global events for pop culture. From Bandai Namco’s perspective, how has the convention evolved over the years, and what role does it play in your annual strategy ?

Justin Cavender: Sure. So, just to answer that last part first, as soon as Comic-Con is over on Monday, we're going to start planning next year's Comic-Con. We're going to go over everything that we did here. What worked? What didn't work? What can we do better? And then we will put that information together and start planning what our booths are going to be for next year. So, it's literally a year-long process from start to finish. And as far as San Diego goes, like I said, this is my favorite show. I've been coming here since 1998. And what's really cool is that San Diego embraces San Diego Comic-Con. And it's not just that when you walk outside the doors, you've left the convention. You are still at Comic-Con. There are those outdoor activations that are free, all the upcoming shows, and all these fun things. Like, last year, I did a King of the Hill experience where I was in Arlen, Texas, enjoying an Alamo-like beer can, but it was water, and getting all these cool photo ops. I think, at the end of the day, we can buy stuff anywhere, but when you come to Comic-Con, it's all about the experience. So, any way that we can create a memory, I think that's the most important part. Like, I feel really special when they come to our booth and choose to buy something. But at the end of the day, I want them to remember that when they came to this booth, they had that really cool Godzilla photo op where they were sleeping with Godzilla. You know, that is what's important. And I think that all of us at Comic-Con have gotten better at creating experiences and memories. So, when I was a kid coming in '98, you know, it was all about getting artists to sign my comic books, actually reading things, and getting cool posters. And now, it's kind of come back to that, where you're meeting people and getting experiences. And I think that Comic-Con has learned from that, and the whole town just embraces it with its activations and even the Gaslamp, with all the restaurants and people dressing up. It's a full takeover, and I think that evolution has done wonders for events like this. Everyone can do their best to try to emulate that experience, bring the convention outside, and allow everyone to enjoy it with or without a badge.

Bandai Namco Blends Heritage, Innovation and Fan Experiences

Through its multifaceted presence at SDCC 2026, Bandai Namco once again demonstrated its ability to connect heritage, innovation and fan engagement. As Justin Cavender explains in our interview, the company’s approach is not simply about presenting new products: it is about creating shared experiences that allow visitors to engage directly with the stories, characters and worlds they love. By combining exclusives, interactive attractions and carefully designed spaces, Bandai Namco continues to make San Diego Comic-Con an essential showcase for its brands—and a memorable destination for fans and collectors from around the world.

Photos : Boris Colletier / Mulderville