SDCC 2026: Hasbro Star Wars Booth

At San Diego Comic-Con 2026, Hasbro made Star Wars one of the anchors of its convention presence, using its booth not simply as a row of product cases but as a physical celebration of collecting. Comic-Con ran from July 23 to 26 at the San Diego Convention Center, following Preview Night on July 22, and Hasbro’s Star Wars presentation expanded around the company’s July 24 panel. The result mixed new reveals, display pieces and nostalgia across The Vintage Collection, The Black Series and Premium Roleplay, while giving fans a tangible look at products tied to the prequels, The Clone Wars, Ahsoka, Star Wars: Maul – Shadow Lord and Star Wars: The Mandalorian and Grogu.

The Battle of Geonosis gives The Vintage Collection a spectacular centerpiece

The most immediately theatrical part of the booth was its Battle of Geonosis presentation. Clone Troopers, Battle Droids and Geonosians were arranged as a battlefield beneath a Republic Gunship, turning the 3.75-inch format into a miniature war scene rather than a conventional shelf display. The setting was particularly well chosen because Hasbro’s SDCC announcements added several Geonosis characters to The Vintage Collection: Anakin Skywalker (Padawan), Obi-Wan Kenobi, Padmé Amidala, a Super Battle Droid and a B1 Battle Droid Commander. Together, they reinforce one of the collection’s great strengths: building environments and armies around recognizable Star Wars moments rather than treating every figure as an isolated release.

Rotta the Hutt returns as one of Hasbro’s most unexpected 2026 stars

One of the weekend’s most unusual reveals was Rotta the Hutt, now far removed from the tiny “Stinky” introduced in Star Wars: The Clone Wars. His adult appearance in Star Wars: The Mandalorian and Grogu inspired releases in both The Vintage Collection and The Black Series. The smaller figure includes weapons and interchangeable parts, while the larger Black Series interpretation pushes the character’s unusual anatomy further. The renewed attention is not random: Lucasfilm’s own 2026 material presents Rotta the Hutt as a physically formidable Shakari fighter, turning a character once remembered primarily as Jabba the Hutt’s kidnapped infant son into a combat-ready presence for a new era of the franchise.

Vehicles connect modern world-building with classic Kenner nostalgia

Hasbro also used SDCC to strengthen the vehicle side of The Vintage Collection. The INT-4 Interceptor with Imperial Remnant Warlord brings a compact Imperial craft into the 3.75-inch line, complementing the company’s continuing emphasis on world-building. At the opposite end of the nostalgia spectrum, the X-wing Fighter with Luke Skywalker in Kenner Colors deliberately looks back to the toy heritage of Star Wars. The set uses Kenner-inspired presentation and coloring rather than pursuing screen accuracy alone, pairing the modern vehicle with Luke Skywalker and R2-D2. It is a smart reminder that Star Wars collecting has two histories running in parallel: the fictional history of the galaxy and the real-world history of the toys that helped make the saga a merchandising phenomenon.

The Black Series expands from The Clone Wars to Maul – Shadow Lord

The six-inch Black Series covered an especially broad stretch of the timeline. Star Wars: Maul – Shadow Lord received figures for Marrok, Mandalorian Super Commando Kebris and Icarus, while Mother Talzin and Gar Saxon extended the animated-era selection. For The Clone Wars collectors, Hasbro revealed a two-pack pairing Ahsoka Tano with ARC Trooper Jesse, planned as a Hasbro Pulse and Disney Store exclusive. Bounty hunter Embo also appeared with his anooba companion Keibu, while the Imperial Remnant AT-RT and driver translated a vehicle seen in Star Wars: The Mandalorian and Grogu into a substantial Black Series display piece. Looking further ahead, Hasbro previewed Queen Amidala, based on Natalie Portman’s royal appearance in Star Wars: Episode I – The Phantom Menace, for 2027.

Premium Roleplay brings helmets and a thermal detonator off the screen

Hasbro’s roleplay range ensured that the booth was not limited to action figures. An electronic ARC Trooper Jesse helmet joined the growing line of wearable Clone armor, while the Captain Enoch electronic helmet recreated the gold-faced design seen in Ahsoka and added electronic stormtrooper sound effects. The Black Series Electronic Thermal Detonator widened the category beyond helmets and lightsabers. Based on the device used by Princess Leia Organa while disguised as Boushh in Return of the Jedi, the collectible includes electronic effects and multiple modes, including a motion-triggered explosion sequence. That makes it both a display object and a prop-style accessory, a direction that gives Hasbro more room to explore iconic Star Wars objects that do not fit the traditional helmet-or-lightsaber formula.

SDCC points toward a major Star Wars collecting year in 2027

The booth also functioned as a bridge to 2027, the year Star Wars will mark the 50th anniversary of the original film. Hasbro teased the return of a Vintage Collection HasLab project and indicated that future world-building would support characters and environments connected with earlier HasLab campaigns. The company also confirmed that the Retro Collection will continue in 2027. Those signals matter because large vehicles and playsets have become central to the modern 3.75-inch ecosystem: a HasLab does not end when the campaign ships if later figures can keep expanding the world around it.

A changing booth rewarded fans who returned during Comic-Con

What made Hasbro’s Star Wars presence especially effective was the sense that the display was alive across the convention. Preview Night offered an initial look, while products announced around the Friday Star Wars panel could then be seen in the context of the wider booth. That rhythm encouraged repeat visits and made the exhibition space an extension of the reveal strategy itself. The Geonosis diorama, vehicle displays and carded Vintage Collection presentation gave the products a narrative context that photographs on a preorder page cannot fully reproduce.

Hasbro balances Star Wars nostalgia with the franchise’s next chapter

Taken as a whole, Hasbro’s SDCC 2026 showcase was less about one dominant reveal than about range. The prequel era and The Clone Wars received unusually strong attention, Star Wars: The Mandalorian and Grogu supplied new characters and vehicles, and Star Wars: Maul – Shadow Lord gained early Black Series support. At the same time, the Kenner-inspired X-wing and the approach to 2027 kept the history of Star Wars toys firmly in view. Nearly five decades after the first Kenner figures changed licensed merchandising, Hasbro’s San Diego booth showed why the 3.75-inch scale, six-inch figures and full-size roleplay pieces can still coexist: each offers a different way to rebuild, wear or display a galaxy far, far away.

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Photos and video 4K : Boris Colletier / Mulderville