Hasbro, the renowned toy and game company, is marking its 100th anniversary in style at the 2023 San Diego Comic-Con International. The company plans to showcase an impressive lineup of activities and products based on fan-favorite brands, including TRANSFORMERS, Dungeons & Dragons, Magic: The Gathering, NERF, G.I. JOE, and Power Rangers. In addition, Hasbro will also feature products from premier collaboration brands such as Star Wars™, Indiana Jones™, and Marvel from The Walt Disney Company.
“We are absolutely thrilled to celebrate our 100th anniversary with our fans at San Diego Comic-Con. 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.”
-Kim Boyd, Head of Toy at Hasbro–
Hasbro’s Comic-Con Highlights
At the heart of Hasbro’s Comic-Con activities is their Booth #3213, where attendees can participate in meet and greets, signings, product showcases, photo opportunities, contests, and giveaways. The booth will also host a series of brand panels, offering attendees a deeper dive into the company’s popular brands. Check them out below.
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.
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BRAND PANELS
What’s more, attendees can dig deeper into Hasbro’s wondrous brands TRANSFORMERS, Dungeons & Dragons, Magic: The Gathering and G.I. JOE, along with premier collaboration brands, including Star Wars and Marvel, through engaging brand panels where they’ll get first looks at never-before-seen product and toy innovations, along with other major brand news!
Thursday, July 20
- Secrets of D&D Dungeon Mastering Panel: Thursday, July 20 at 12:30PM – 1:30PM | Room: 29CD – Chris Perkins (Principal Game Design Architect, Dungeons & Dragons), Dungeon Master extraordinaire is here to answer, “How do you do THAT?!” and give you advice on how to level up your Dungeon Master game! All are welcome, from DM-curious to experts!
- Hasbro TRANSFORMERS Generations Toy Panel: Thursday, July 20 at 1:30PM – 2:30PM | Room: 29CD – LET THEM COME! Screenwriter, game designer and novelist Flint Dille joins the TRANSFORMERS team as Ben (Hasbro Marketing) Delaney (Hasbro Marketing) and Evan (Hasbro Design) take attendees through some ALL-NEW TRANSFORMERS Action Figures – Studio Series: Rise of the Beasts, the FIRST Studio Series Commander, and Generations Exclusive toy reveals! The team will also hold a Q&A to discuss all things CYBERTRONIAN! So, get ready for a panel that’s…More Than Meets The Eye.
- It’s Morphin Time with BOOM! Studios; Thursday July 20 at 2:00PM – 3:00PM | Room: 25ABC – BOOM! Studios and Hasbro celebrate 30 years of Mighty Morphin Power Rangers storytelling in comics! Join Melissa Flores (Mighty Morphin Power Rangers), Meghan Camarena (Power Rangers HyperForce), and series editors Allyson Gronowitz and Dafna Pleban for a roundtable discussion on the history of the series, an exciting look at what’s next, and some special surprises
- Magic: The Gathering Goes to Universes Beyond Panel: Thursday, July 20 at 7:00PM – 8:00PM | Room: 7AB – Magic: The Gathering’s Universes Beyond lineup is bringing the game to exciting new places, crossing over with your favorite books, games, and shows! From The Lord of the Rings to Doctor Who, Gavin Verhey (principal game designer, Magic: The Gathering) will share the secrets behind bringing these sets to life, and some sneak peeks of the future!
- All A-Bot Transformers: EarthSpark Panel: Thursday, July 20 at 5:30PM – 6:30PM | Room: 24ABC – Prepare for more Autobots, more Decepticons, and more Terrans! From Paramount+, Hasbro’s Entertainment One, and Nickelodeon, Transformers: EarthSpark is an original animated series based on the iconic global franchise. Catch this exclusive panel and screening of never-before-seen content. Attendees will also be treated to a sneak peek of behind-the-scenes visuals from upcoming new episodes, including the special one-hour season finale slated to debut exclusively on Paramount+ later this summer. Plus don’t miss the chance to participate in a Transformers-themed trivia contest– study up and come prepared to win awesome franchise swag.
Friday, July 21
- Hasbro Toys Panel for Marvel: Friday, July 21 at 12:30PM – 1:30PM | Room: 5AB – Dwight, Ryan and Dan (Hasbro) plus Jesse (Marvel) share exciting news for their’s popular Marvel Legends product line. They will give a sneak peek of upcoming, never-before-seen items and hold a Q&A session for attendees.
- Hasbro Star Wars Panel: Friday, July 21 at 2:00PM – 3:00PM | Room: 7AB – Join Patrick and Jing from Hasbro Marketing and Chris and Eric from Hasbro Design as they discuss the popular Star Wars line, including the Black Series and The Vintage Collection. Attendees will get an in-depth look at the company’s’s latest action figure and premium roleplay offerings from throughout the saga. Word on the Holonet is there may also be a few surprises.
Saturday, July 22
- Hasbro G.I. JOE Classified Series Panel: Saturday, July 22 at 12:00PM – 1:00PM | Room: 9 – Joes and Cobras don’t agree on much, but even they can see that G.I. JOE’S Classified Series toy line is an absolute hit. Join Emily, John, Lenny, and Tony from the development team to learn never-before shared behind-the-scenes info, get a sneak peek into the future of Classified Series, and learn more about the most recent HasLab project. Make sure to attend because knowing is half the battle!
- You Got Your Pop Culture in My D&D! Panel: Saturday, July 22 at 3:30PM – 4:30PM | Room: 29CD – Chris Perkins (Principal Game Design Architect, Dungeons & Dragons) and Josh Herman (Principal Art Director, Dungeons & Dragons) talk pop culture’s invasion of Dungeons and Dragons! Learn how the folks who make D&D are teaming up to bring some of your favorite media sensations to your gaming table!
- Magic The Gathering Panel, Blogatog Live: Saturday, July 22 at 6:30PM – 7:30PM | Room: 24ABC – Magic head designer Mark Rosewater presents this one-man program in which he re-creates his daily blog, answering the audience’s questions about the making of the popular trading card game.
In addition to everything they have going on, the company is also hosting The VAULT: A Hasbro Pulse Store at the Sparks Gallery in downtown San Diego, where fans can purchase Hasbro Pulse’s best-selling products and select convention exclusives. The shop will be open to the public from July 20 to July 23.
- Thursday, July 20: 11AM – 6PM
- Friday, July 21: 11AM – 6PM
- Saturday, July 22: 11AM – 6PM
- Sunday, July 23: 11AM – 5PM
In addition, Hasbro is collaborating with licensing, publishing, and retail partners on a free pin scavenger hunt, allowing fans to collect pins featuring the company’s iconic brands. Participants can visit their booth, offsite pop-up shop, and partner booth locations to collect the 21 different pin designs.
Hasbro SDCC Exclusives and Partnerships
Hasbro’s celebration at the Comic-Con extends to its partnerships with other brands. In celebration of the Mighty Morphin Power Rangers 30th Anniversary, Hasbro is partnering with Entertainment Earth for exclusive pre-orders of the Power Rangers Lightning Collection Remastered Mighty Morphin Black Ranger. This is addition to their own exclusives which will be available at THE VAULT and their booth.
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Transformers Legacy Evolution War Dawn 2-Pack
(HASBRO / Ages 8 years & up/Approx. Retail Price: $49.99/ Available: Summer 2023)
Witness the dawn of the Cybertronian war with the Transformers War Dawn 2-Pack! From the iconic animated series, The Transformers, this multipack comes with 5.5-inch Cybertronian Erial and Dion action figures with 2 blasters, missile launcher, and Energon canteen accessories.
Each figure converts from robot mode to vehicle alt mode (convert Cybertronian Erial robot to Cybertronian motorcycle mode in 19 steps; Cybertronian Dion robot to Cybertronian truck mode in 20 steps).
The package art is inspired by the scene in The Transformers where dockworkers Orion Pax, Erial, and Dion are struck down during a Decepticon raid at the docks. Available exclusively at San Diego Comic-Con. Attendees can visit the Hasbro Pulse Desk at the Hasbro Booth (#3213) to receive a one-time use code, which can then be scanned to pre-order. One code per customer. Limited quantities will be available to pre-order on HasbroPulse.com after the convention. While supplies last.
Star Wars: The Vintage Collection Krrsantan
(HASBRO / Ages 4 years & up/Approx. Retail Price: $39.99 / Available: Summer 2023)
A former gladiator turned deadly bounty hunter, Krrsantan is a towering black-furred Wookiee who made a name for himself in the criminal underworld with his intimidating presence and raw strength. Fans can celebrate the legacy of Star Wars, the action-and-adventure-packed space saga from a galaxy far, far away, with this premium 3.75-inch scale Star Wars: The Vintage Collection Krrsantan figure inspired by Star Wars: The Book of Boba Fett live-action series. This figure features premium detail and design across product and packaging inspired by the original Kenner line, as well as the entertainment-inspired collector grade deco. Includes figure and 14 entertainment-inspired accessories including two additional sets of hands.
Available exclusively at San Diego Comic-Con. Attendees can visit the Hasbro Pulse Desk at Hasbro’s Booth #3213 to receive a one-time use code, which can then be scanned to pre-order. One code, per customer. Limited quantities will be available to pre-order on HasbroPulse.com after the convention. While supplies last.
Marvel Legends Series Deadpool and Bob, Agent of Hydra
Includes 2 figures and 28 comics-inspired accessories fit for the Merc with a Mouth, including an alternate head and a bunch of his favorite weapons. Attendees can visit the Hasbro Pulse Desk at Hasbro’s Booth #3213 to receive a one-time use code, which can then be scanned to pre-order. One code per customer. Limited quantities will be available to pre-order on HasbroPulse.com after the convention. While supplies last.
G.I. JOE Classified Series Philip “Chuckles” Provost
(HASBRO / Ages 4 years & up / Approx. Retail Price: $41.99 / Available: Summer 2023)
The G.I. JOE CLASSIFIED SERIES is inspired by the characters fans know and love. This G.I. JOE CLASSIFIED SERIES PHILIP “CHUCKLES” PROVOST action figure is detailed to look like the classic G.I. undercover agent featuring classic design, premium detailing, and articulation.
Includes 6-inch figure, a briefcase, top secret folder, sunglasses, cassette player with headphones, binoculars, 2 sets of handcuffs, an alternate head with bruised face, alternate hands with brass knuckles, and 2 weapon accessories. The figure and accessories come in collectable packaging with original artwork and unique digital rendering that tells the story of Chuckles’ undercover mission to Cobra Island.
Available exclusively at San Diego Comic-Con. Attendees can visit the Hasbro Pulse Desk at Hasbro’s Booth #3213 to receive a one-time use code, which can then be scanned to pre-order. One code, per customer. Limited quantities will be available to pre-order on HasbroPulse.com after the convention. While supplies last.
Moreover, Hasbro is also celebrating the digital and streaming release of Transformers: Rise of the Beasts film on Paramount+. Fans can visit the Petco Interactive Zone for giveaways and photo opportunities with Optimus Prime, Optimus Primal, and Mirage statues.
A Century of Play and Beyond
As Hasbro celebrates its 100th anniversary, it continues to inspire generations with its innovative toys and games. The company’s presence at the 2023 San Diego Comic-Con International is a testament to its commitment to fostering creativity and imaginative play. As Hasbro steps into its next century, fans can look forward to more exciting products and experiences that bring their favorite brands to life.
What are your favorite Hasbro memories from the past 100 years? Which exclusive products are you most excited to add to your collection? And if you’re attending SDCC, what are you most looking forward to experiencing at the Hasbro booth? Share your thoughts, memories, and photos with us on social media!
Source: Hasbro
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