By Allison Watkinson
Hasbro is returning to San Diego Comic-Con International with a lineup of branded activities for the company’s 100th anniversary celebration.
The branded activations will take place over multiple days and include convention exclusive product offers, brand-focused panel discussions, giveaways, signing opportunities, demonstrations, photo ops, entertainment, and more.
“We are absolutely thrilled to celebrate our 100th anniversary with our fans at San Diego Comic-Con,” said Hasbro head, Kim Boyd. “With ten 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.”
The SDCC Hasbro Booth (#3213) will offer a full programming schedule to aid attendees in navigating its branded convention experiences.
Hasbro’s Brand Panel Schedule:
A Secrets of D&D Dungeon Mastering Panel will be led by Chris Perkins, Hasbro’s principal game design architect for the Dungeons & Dragons gaming brand. The Secrets of D&D panel will take place on July 20 at 12:30PM – 1:30PM in Room: 29CD.
A Hasbro TRANSFORMERS Generations Toy Panel will be led by a team of TRANSFORMERS experts that includes Ben McCrae, Delaney Norris, Evan Brooks, and Flint Dille. The Hasbro TRANSFORMERS Generations Toy Panel will take place on July 20 at 1:30PM – 2:30PM in Room: 29CD.
The It’s Morphin Time with BOOM! Studios panel will take place on July 20 at 2:00PM – 3:00PM in Room: 25ABC. This panel will focus on the thirty-year comic collaboration between BOOM! Studios and Hasbro for the Mighty Morphin Power Rangers and Power Rangers HyperForce brands. Led by Melissa Flores, Meghan Camarena, Allyson Gronowitz and Dafna Pleban, this roundtable discussion will involve a history of the series, a look at what’s next for the brand, and additional surprise content.
Magic: The Gathering Goes to Universes Beyond Panel will take place on July 20 at 7:00PM – 8:00PM in Room: 7AB. The Magic: The Gathering’s Universes Beyond panel discussion will focus on the brands’ recent licensing crossovers with Lord of the Rings and Doctor Who, as well as insights into upcoming Magic: The Gathering content. This panel will be led by Gavin Verhey, Magic: The Gathering’s principal game designer.
All A-Bot Transformers: EarthSpark Panel will take place on July 20 at 5:30PM – 6:30PM in Room: 24ABC. This discussion will focus on the original animated series, Transformers: EarthSpark, from Paramount+, Hasbro’s Entertainment One, and Nickelodeon. The panel will feature screenings of new branded content, behind-the-scenes visuals from upcoming episodes, and a Transformers-themed trivia contest.
Hasbro Toys for Marvel Panel will take place on July 21 at 12:30PM – 1:30PM in Room: 5AB. Thix panel will feature news about Hasbro’s Marvel Legends product line, exclusive looks at new products, and a Q&A session with Hasbro and Marvel employees.
Hasbro Star Wars Panel will take place on July 21 at 2:00PM – 3:00PM in Room: 7AB. Led by Hasbro Marketing and Hasbro Design executives, the panel will discuss the company’s Star Wars product lines, including the Black Series and The Vintage Collection. Attendees will get an in-depth look at Hasbro’s latest action figure and roleplay offerings for the Star Wars franchise.
Hasbro G.I. JOE Classified Series Panel will take place on July 22 at 12:00PM – 1:00PM in Room: 9. Members of G.I. JOE’S Classified Series toy line development team will share behind-the-scenes info, sneak peeks into the future of the Classified Series and the most recent HasLab project.
You Got Your Pop Culture in My D&D! Panel will take place on July 22 at 3:30PM – 4:30PM in Room: 29CD, and is one we recommend for anyone wanting to enter into a licensing deal with Hasbro’s Wizard of the Coast division. D&D executives, Chris Perkins and Josh Herman will lead a discussion on current and upcoming Dungeons & Dragons licensing collaborations with pop-culture brands.
Magic The Gathering Panel, Blogatog Live is scheduled for July 22 at 6:30PM – 7:30PM in Room: 24ABC. This panel features the head designer of Magic: The Gathering, Mark Rosewater, as he re-creates his daily blog through an extensive Q&A session with the audience.
Convention attendees will also have the opportunity to digitally create a Hasbro-themed action figure version of themselves through the Selfie Series App and a dedicated booth.
The Hasbro team will be unveiling an updated version of the Selfie Series App at the Selfie Series booth that now includes more ways to customize your image, such as eyeglasses, sculpted beards, mustaches, and new hairstyles. Fans at SDCC will have the opportunity to become an action figure using the updated app
They will also receive a unique package sleeve commemorating the convention, and a branded figure stand as a gift with purchase. The stand and sleeve are exclusive to purchases made at the SDCC booth.
In addition to these panel discussions and brand activations, Hasbro is offering four San Diego Comic-Con 2023 exclusive products.
The SDCC exclusive products will include a Transformers: Legacy Evolution – Deluxe Class War Dawn 2-Pack, a Star Wars: The Vintage Collection Krrsantan action figure, a Marvel Legends Series Deadpool and Bob Agent of Hydra and a G.I. JOE Classified Series Philip Chuckles Provost.
Attendees can visit the Hasbro Pulse Desk at Hasbro Booth #3213 to receive a one-time code which can be scanned to pre-order the exclusive convention products.
Limited quantities of the products will be available to pre-order through the official HasbroPulse website after the convention has concluded.
THE VAULT: A HASBRO PULSE STORE
Hasbro is also hosting The VAULT: A Hasbro Pulse Store at the Sparks Gallery (530 Sixth Avenue) so fans can purchase Hasbro Pulse’s best-selling products and select convention exclusives. To purchase the SDCC convention exclusives, you must present a valid convention badge. Fans can also view displays of some of the most iconic products to celebrate Hasbro’s 100th Year Anniversary. The shop will be open to the public from Thursday to Sunday during the convention, from 11 a.m. to 6 p.m., but closing an hour earlier on Sunday.
In addition to the panels and other activities, Hasbro is making a big presence with other interactive fan attractions.
One of them is the TRANSFORMERS: RISE OF THE BEASTS SDCC TAKEOVER.
Celebrating the digital and streaming release of Transformers: Rise of the Beasts film on Paramount+, fans can visit the Petco Interactive Zone (58 11th Ave) for giveaways and photo opportunities with Optimus Prime, Optimus Primal and Mirage statues. Additionally, The Lodge: A Paramount+ Experience at Happy Does Bar in downtown San Diego (340 Fifth Ave) will be decorated with the film’s 90s-themed aesthetics and offer airbrush tattoos of Autobot and Maximal icons.
HASBRO BRANDS, PARTNERS, AND PINS: A SCAVENGER HUNT ADVENTURE
For the first time this year, Hasbro collaborates with licensing, publishing, and retail partners on a free pin scavenger hunt, allowing fans to collect pins featuring iconic Hasbro brands.
Visit the Hasbro booth (#3213), offsite pop-up shop, and partner booth locations, including BOOM! Studios, Diamond Select, Entertainment Earth, Icon Heroes, Kotobukiya, Mezco, Skybound Entertainment, Super7 and Super Impulse to collect the 21 different pin designs while supplies last (quantities are limited).
More information about pins and locations is available in each participating booth.