Hasbro Confirms San Diego Comic-Con International Plans

Brand celebrates its 100th anniversary at 2023 SDCC.

Jane Neal, Content Editor

July 19, 2023

3 Min Read
Transformers Legacy Evolution War Dawn
Transformers Legacy Evolution War Dawn Hasbro

Comic-Con, originally a yearly comic book convention in San Diego, has delighted fans since 1970. But this year’s event, held July 20-23, will look slightly different. As License Global reported last week, the SAG-AFTRA (Screen Actors Guild – American Federation of Television and Radio Artists) board went on strike on July 14, meaning fewer actors will be showing their faces and even influencers who work under the SAG-AFTRA Influencer Agreement will have their activities curtailed.

But there will still be plenty of fun to be had. Hasbro is celebrating its centennial anniversary and doing it up big at the convention. The company has revealed a brand lineup with new products, experiences and programming for SDCC. Featured brands include TRANSFORMERS, Dungeons & Dragons, Magic: The Gathering, NERF, G.I. JOE, Power Rangers and premier collaboration brands Star Wars, Indiana Jones and Marvel.

“We are absolutely thrilled to celebrate our 100th anniversary with our fans at San Diego Comic-Con,” says Kim Boyd, head of toy, Hasbro. “With 10 decades of unforgettable history, Hasbro has been instrumental in enabling generations of families to create lasting memories through imaginative play and storytelling. Along with new product launches at San Diego Comic-Con, fans can expect to experience their favorite products and entertainment in innovative ways, featuring iconic brands like Transformers, G.I. Joe and NERF.”

In addition to hosting several brand panels, Hasbro has a variety of programming planned at its booth. Fans can look forward to activities, brand displays and giveaways across the multi-day event. Transformers fans can walk up and play a brief demo of the single-player action-adventure game starring Bumblebee. The game, produced by partner, Outright Games, officially releases globally this fall across PC, PS5, Xbox Series X/S, PS4, Xbox One and Nintendo Switch. NERF is also returning to SDCC to bring back its popular NERF Pro Gelfire blaster booth.

Convention attendees can digitally reimagine themselves and become a premium, one-of-a-kind action figure based on characters from G.I. JOE, Ghostbusters, Power Rangers and more. The Selfie Series team will unveil an updated version of the Selfie Series App. In celebration of the home entertainment debut of “Transformers: Rise of the Beasts,” fans can pose for a photo with the MIRAGE Porsche 911, receive a free, limited-edition poster designed by Orlando Arocena, aka “Mexifunk,” and win digital codes to watch the film at home.

In celebration of the “Mighty Morphin Power Rangers” 30th anniversary, the Power Rangers Lightning Collection Remastered Mighty Morphin Black Ranger will be available to pre-order exclusively at Entertainment Earth and Hasbro Pulse for the duration of the show.

Attendees can dig deeper into Hasbro’s brands through brand panels featuring first looks at never-before-seen product and toy innovations:

  • Secrets of D&D Dungeon Mastering Panel

  • Hasbro Transformers Generations Toy Panel

  • It’s Morphin Time with BOOM! Studios

  • Magic: The Gathering Goes to Universes Beyond Panel

  • All A-Bot Transformers: EarthSpark Panel

  • Hasbro Toys Panel for Marvel

  • Hasbro Star Wars Panel

  • Hasbro G.I. Joe Classified Series Panel

  • You Got Your Pop Culture in My D&D! Panel

  • Magic: The Gathering Panel, Blogatog Live

Hasbro consistently ranks in the top 10 of License Global’s Top Global Licensors Report. Look for the 2023 Top Global Licensors report on July 27.

About the Author(s)

Jane Neal

Content Editor, License Global

Jane Neal is a Content Editor for License Global. Working remotely in the great state of Wisconsin, Jane specializes in retail and pop-culture trends.

She has worked extensively in the communication field as a managing editor, advertising copywriter, technical writer and journalist. She detoured for several years into academia where she taught journalism, English and humanities at the college level.

A complete Marvel nerd, she enjoys food, films, fishing, friends and family … and alliteration.

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