From Dragons to Disney: The Biggest Properties on Display at San Diego Comic-Con

San Diego Comic-Con (SDCC) opened its doors to legions of fans this week as publishers, developers, movie studios and film casts share critical updates to the annual fan calendar.

Ben Roberts, Content Director

July 22, 2022

4 Min Read
Game of Thrones - House of Dragons - Artwork
House of DragonsWarner Bros.

At a Glance

  • "Dungeons & Dragons: Honor Among Thieves"
  • "Lord of the Rings: The Rings of Power"
  • Marvel's Phase Five Revealed

License Global looks at the biggest intellectual property taking the halls by storm to gain an insight into what new shows, movies, comics and games could impact consumer demand this year. 

"Dungeons & Dragons: Honor Among Thieves" 

Paramount and eOne's latest title is based on the long-standing tabletop role-playing game "Dungeons & Dragons" and aims to reboot the brand's film franchise.  

According to Hasbro, Honor Among Thieves "bring the rich world and playful spirit of the legendary roleplaying game to the big screen in a hilarious and action-packed adventure."  

Set to hit box offices on Mar. 2023, a first look at the cast and characters – including Chris Pine, Hugh Grant, Sophia Lillis, Regé-Jean Page, Michelle Rodriguez and Justice Smith – were revealed in an interactive tavern experience at SDCC.  

Bringing the experience to life, Hasbro is also set to reveal the franchise's first-ever toy line inspired by "Dungeons & Dragons: Honor Among Thieves."  

The "Dungeons & Dragons: Honor Among Thieves" movie will be complemented by a television series with eOne and driven by Rawson Marshall Thurber ("Red Notice").  

"House of the Dragon" 

House Targaryen is returning to the screen in a story inspired by George R.R. Martin's "Fire & Blood," a spin-off series by HBO launching Aug. 21.  

Related:The Netflix Effect: How Streaming Influences Consumer Culture

Titled "House of the Dragon," this earlier telling of Westeros lore, set 200 years before the events of "Game of Thrones," aims to reignite the franchise's phenomenon by bringing a new era, cast and story to fans.  

While no new details have been announced, HBO's upcoming launch has already inspired a line of merchandise and apparel, and will undoubtedly share new details following a cast panel and new footage revealed at SDCC this week. 

Game of Thrones - House of the Dragon - Warner Bros.

"Lord of the Rings: The Rings of Power" 

Amazon's billion-dollar series "Lord of the Rings: The Rings of Power" is the brand's biggest launch to date. After acquiring the television rights to J.R.R. Tolkien's "Lord of the Rings" in 2017 during a bidding war against Netflix, Amazon is now preparing to launch the first series on Sept. 2.  

With the launch of the series closing in, fans are undoubtedly preparing for an extended look at the series, a reveal of the plot, and plans to expand this new narrative further across consumer goods.  

One such example of that potential for licensing has already emerged at SDCC 2022 in the form of "Lord of the Rings: The Rings of Power" ice cream in collaboration between Prime Video and Salt and Straw.

“Salt and Straw’s exceptional ice cream and attention to detail are well known within their fandom. We are so excited to collaborate with Tyler and his team for San Diego Comic-Con on this limited-time exclusive lineup of The Lord of the Rings: The Rings of Power flavors,” says Jennifer Verdick, head, synergy, partnerships and consumer Events, Prime Video.

Studios in the Spotlight 

New streaming properties such as Netflix's "The Grey Man" and animated series "Krapopolis" launched new activations from crashed trains to giant slides for fans, bringing the LBE side of SDCC 2022 to life.  

Disney+ was also a major focus for The Walt Disney Company after the streaming platform was given a dedicated booth for the event, drawing several rumors surrounding the upcoming Marvel, Star Wars and Disney launches.

The key update from the weekend was Marvel's reveal of Phase 5 and "The Multiverse Saga," which saw the likes of "Fantastic Four," "Black Panther: Wakanda Forever," "Thunderbolts," "Daredevil," "Avengers: The Kang Dynasty," "Ant-Man and the Wasp: Quantumania," "Guardians of the Galaxy Vol. 3," and "Captain America: New World Order" to light up the Disney Marvel studio releases across the next few years.

With thousands of costumed fans on-site and taking in the exclusive merchandise, brand showcases, experiences, intellectual property launches and new reveals for globally adored stories, San Diego Comic-Con (Jul. 21-24, 2022) is set to provide a concentration of updates across the week.  

License Global will pay close attention to the trends and updates to emerge from the event, so stay tuned for more information as we update this story live, with news as it arrives. 

About the Author(s)

Ben Roberts

Content Director, License Global

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