San Diego Comic-Con is once again bringing together some of the biggest names in entertainment, and few companies are making a larger splash this year than Hasbro.
With an action-packed lineup spanning convention exclusives, immersive fan experiences, anniversary celebrations, live events, product reveals and dozens of beloved franchises, Hasbro is transforming Comic-Con into a weekend-long celebration of fandom that extends well beyond the convention floor.
Throughout the event, fans can visit Booth #3213, where Hasbro will showcase interactive displays, immersive photo opportunities and an expansive Hasbro Pulse Store featuring convention-exclusive collectibles. The booth will spotlight many of the company’s biggest brands, including Transformers, Dungeons & Dragons, Magic: The Gathering, My Little Pony, G.I. Joe and Power Rangers, while also celebrating collaboration properties such as Star Wars, Marvel, KPop Demon Hunters, The Legend of Zelda, Ghostbusters, Beyblade X and more. Exclusive collectibles range from new Transformers, G.I. Joe, Ghostbusters, My Little Pony, Star Wars and Marvel Legends releases to a first look at the impressive Ultimate Grogu premium animatronic featuring more than 250 animations and sounds.
The celebration extends well beyond the convention center with several fan-focused experiences taking place across San Diego.
On Thursday, July 23, Hasbro’s year-long celebration of the 40th anniversary of The Transformers: The Movie arrives at the House of Blues with a special Celebration of Life Concert, featuring performances by Stan Bush, Vince DiCola, Britta Phillips, COLD SLITHER and Knights of Unicron, along with exclusive merchandise for attendees. Meanwhile, from Thursday through Sunday, fans can head to Petco Park for the Magic: The Gathering | Marvel Super Heroes Fan Experience, where they’ll find learn-to-play sessions, exclusive promo items, Welcome Decks and a themed mini-golf course inspired by Magic lore. Fans can also get an early hands-on look at Mood Swings, an all-new trading card game created by Magic: The Gathering head designer Mark Rosewater, while Star Trek: Boldly Built offers a unique LEGO and Magic: The Gathering photo experience throughout the weekend.
Hasbro’s licensed partners are also joining the celebration with exclusive collectibles and first looks spread across the convention floor. BOOM! Studios, Funko, HanCholo, Iron Studios, Kotobukiya, The Loyal Subjects, Robosen, Sideshow, Stern Pinball, Symbiote Studios and THREEZERO will all showcase exclusive merchandise, premium statues, collectibles, plush, jewelry, interactive robots and convention debuts representing brands including Power Rangers, Transformers, My Little Pony, Dungeons & Dragons, Magic: The Gathering, G.I. Joe and more.
Beyond the exhibits and experiences, fans can also look forward to a packed weekend of panels, previews and behind-the-scenes discussions.
Thursday, July 23, begins with the Dark Horse & Dungeons & Dragons Comics Panel, followed by the Hasbro G.I. Joe Panel, Star Trek: The Collector Frontier, Dark Horse Licensed Comics and Power Rangers: The Next Era Begins, giving fans exclusive previews of upcoming comics, collectibles and stories.
On Friday, July 24, Hasbro shifts the spotlight to Marvel Legends, My Little Pony, Star Wars and Transformers, with dedicated panels featuring product reveals, creator discussions, surprise announcements and a special celebration of the enduring legacy of My Little Pony: Friendship Is Magic, including an appearance by series creator Lauren Faust.
The weekend concludes on Saturday, July 25, with Transformers & G.I. Joe: The Energon Universe Is Unstoppable, where Skybound creators will reveal what’s next for the interconnected Energon Universe, before Magic: The Gathering head designer Mark Rosewater takes the stage for Blogatog Live, answering fan questions and sharing insights into one of the world’s most popular trading card games.
The extensive Comic-Con presence reflects how Hasbro continues evolving beyond its roots as a toy company. Today, many of its biggest brands span toys, comics, television, film, tabletop gaming, music and live entertainment, allowing fans to engage with their favorite worlds in more ways than ever before.
Even fans unable to attend San Diego Comic-Con won’t miss all the excitement. Throughout the weekend, Hasbro will livestream product reveals, panel highlights and behind-the-scenes content through the Hasbro Pulse YouTube channel, ensuring fans around the world can still be part of one of the company’s biggest celebrations of the year.
Complete Hasbro San Diego Comic-Con 2026 Schedule
With so much taking place throughout the convention, here’s a complete look at everything Hasbro has planned during San Diego Comic-Con 2026.
Throughout Comic-Con
Hasbro Booth #3213
- Interactive experiences, product showcases, immersive photo opportunities and the Hasbro Pulse Store featuring convention-exclusive collectibles.
Hasbro Pulse Store Exclusives
- Transformers, G.I. Joe, Ghostbusters, My Little Pony, Star Wars, Marvel and more.
Ultimate Grogu Display
- Experience the upcoming 1:1 scale Ultimate Grogu premium animatronic featuring more than 250 animations and sounds.
Licensed Partner Booths
- Exclusive collectibles and first looks from BOOM! Studios, Funko, HanCholo, Iron Studios, Kotobukiya, The Loyal Subjects, Robosen, Sideshow, Stern Pinball, Symbiote Studios and THREEZERO.
Thursday, July 23
10:00 a.m. – 11:45 a.m.
- Dark Horse & Dungeons & Dragons Comics Panel
10:00 a.m. – 11:00 a.m.
- Hasbro G.I. Joe Panel
11:00 a.m. – 12:00 p.m.
- Star Trek: The Collector Frontier
12:00 p.m. – 1:00 p.m.
- Dark Horse Licensed Comics: More from Your Favorite Fandoms!
5:00 p.m. – 6:00 p.m.
- Power Rangers: The Next Era Begins
Evening
- The Transformers: The Movie 40th Anniversary Celebration of Life Concert at the House of Blues.
Thursday–Sunday
Magic: The Gathering | Marvel Super Heroes Fan Experience
- Petco Park (No Comic-Con badge required).
Mood Swings
- Hands-on demos with Magic: The Gathering head designer Mark Rosewater.
Star Trek: Boldly Built
- LEGO and Magic: The Gathering photo experience.
Friday, July 24
11:30 a.m. – 12:30 p.m.
- Marvel Legends Panel with Hasbro.
12:30 p.m. – 1:30 p.m.
- My Little Pony: A Celebration of Friendship (featuring Lauren Faust).
2:00 p.m. – 3:00 p.m.
- Hasbro Star Wars Panel.
5:00 p.m. – 6:00 p.m.
- Hasbro Transformers Panel.
Saturday, July 25
4:30 p.m. – 5:30 p.m.
- Transformers & G.I. Joe: The Energon Universe Is Unstoppable.
6:30 p.m. – 7:30 p.m.
- Magic: The Gathering – Blogatog Live.
Can’t Attend?
Fans who can’t make it to San Diego Comic-Con can still follow the action through the Hasbro Pulse YouTube channel, where Hasbro will livestream panel highlights, product reveals and behind-the-scenes coverage throughout the convention.