Booth #2829 gives Comic-Con attendees a brick-built celebration of fandom, creativity and pop culture, alongside multiple new product reveals, from July 24 through July 27
SAN DIEGO, July 24, 2025 /PRNewswire/ — The LEGO Group is bringing the ultimate fandom experience to San Diego Comic-Con 2025 with “San Diego LEGO®-Con,” a tribute to all things fandom and Comic-Con, rebuilt through the playful lens of the LEGO brand. The centerpiece of this year’s booth is a stunning diorama recreation of the San Diego Convention Center itself, made entirely from LEGO bricks!
Caption: The LEGO Group’s “San Diego LEGO®-Con” booth features a brick-built recreation of the San Diego Convention Center at San Diego Comic-Con 2025 in San Diego, California, Wednesday, July 23, 2025. The booth’s centerpiece diorama, made with hundreds of thousands of LEGO bricks, celebrates Comic-Con’s 54+ year history and serves as the brand’s tribute to fandom culture. Attendees can explore new product reveals across beloved franchises and participate in hands-on building activities.
At “San Diego LEGO-Con,” visitors will discover product reveals across beloved franchises, celebrity appearances, hands-on building activities, in-booth signings and exclusive swag and giveaway items, all packaged up in a convention-inspired booth design that pays homage to Comic-Con’s unique style. Attendees can celebrate the enduring cultural relevance of Comic-Con through the imaginative lens of the LEGO brand from Thursday, July 24 to Sunday, July 27 at booth #2829 in Hall H.
“This year at San Diego Comic-Con, we wanted to celebrate this incredible convention and its fans in a way that’s never been done before,” said Beth McKenna, Head of U.S. Marketing at the LEGO Group. “San Diego Comic-Con embodies the spirit of play and imagination through fandom. ‘San Diego LEGO-Con’ is our love letter to SDCC as a cornerstone of fandom culture, having exhibited here since 2003. Ultimately, we believe that booth visitors will be able to see themselves and their experiences reflected in the diorama, all while experiencing everything else our brand has to offer at SDCC 2025.”
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Explore “San Diego LEGO®-Con” at SDCC
At “San Diego LEGO-Con,” attendees are invited to explore a one-of-a-kind, con-within-a-con experience with a booth design that captures the distinctive aesthetic of Comic-Con. Specially designed banners and custom life-sized LEGO builds give attendees an immersive backdrop for memorable photo opportunities. Features of the booth include:
An awe-inspiring SDCC diorama centerpiece featuring the San Diego Convention Center recreated entirely in LEGO® bricks. Made with over 200,000 brick elements and crafted over the course of more than 1,500 hours, the diorama celebrates Comic-Con’s 54+ year history and unique culture. Guests are invited to discover the iconic Comic-Con moments and hidden LEGO easter eggs woven throughout. From major annual events to nods to Comic-Con lore and callbacks to past LEGO booths, eagle-eyed fans will discover surprises and be able to see themselves and their experiences reflected in the build.
A build-your-own booth experience where guests are invited to build their own creative exhibitor “booths” out of LEGO bricks. At the end of each day, the builds may be added to blank spots on the San Diego Convention Center diorama.
An EXCLUSIVE “San Diego LEGO-Con”guidebook packed with custom LEGO content is available at the front desk for anyone who visits the booth.
A “LEGO Side Quest” Mobile Scavenger Hunt across the convention show floor invites attendees to complete photo-based tasks and fun riddles. Each day,
one lucky participant will win the daily grand prize, with an additional 20 randomly selected participants, who complete these tasks, scoring a premium swag pack featuring exclusive LEGO® product.
Product displays featuring new sets from popular franchises, including never-before-seen releases that celebrate beloved worlds, inviting enthusiasts to build on their passions for their favorite fandoms.
Unlock Your Inner Retro Gamer with the NEW LEGO Game Boy™
Making its global debut, the highly anticipated LEGO Game Boy (72046) brings a true icon to brick form for adult collectors. At a scale of near 1:1, this 421-piece collectible replica of the original Nintendo® Game Boy handheld game system is a testament to a classic era in gaming. The set design features the Game Pak slot and comes with interchangeable, brick-built The Legend of Zelda™: Link’s Awakening and Super Mario Land™ Game Boy Game Paks. Fans will also have the option to display their LEGO Game Boy model with a choice of screens; the classic Nintendo start screen or one from either of the interchangeable Game Paks. The nostalgic set, available for pre-order, offers fans the opportunity to build, display and relive their favorite gaming memories through LEGO bricks.
Defy Gravity with NEW LEGO Wicked sets
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Comic-Con is where special moments are created and this year, the LEGO Group and Universal Products & Experiences are unveiling six new LEGO Wicked sets inspired by Universal Pictures’ upcoming film, Wicked: For Good, in theaters November 21. Builders can look forward to more imaginative role-play and fun brick-building as they relive unforgettable moments from the film.
Newly revealed LEGO Wicked sets (available September 1) include:
Spread Your Wings with a NEW LEGO DC Batman™ Set
Step inside Arkham Asylum™ with the detailed LEGO DC Batman Arkham Asylum (76300) set. A collaboration with Warner Bros. Discovery Global Consumer Products, this 2,953-piece superhero collectible for adult enthusiasts is packed with recognizable features and thrilling surprises. The set comes with 16 minifigures, including iconic DC Super-Villains The Riddler™, Poison Ivy™, Harley Quinn™, Bane™, The Joker™, The Penguin™, Killer Croc™ and more. Unveiled for the first time at SDCC and available for pre-order at reveal, this set bridges the gap between comics and buildable creativity and perfectly captures the dark, complex storytelling that Comic-Con fans love about the world of Batman.
Travel to the Upside Down with NEW Stranger Things LEGO BrickHeadz™
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Everyone’s favorite Demogorgon-battling best friends come to life through the new Stranger Things LEGO BrickHeadz: Mike, Dustin, Lucas and Will Figures (40801). This 542-piece collectible features the beloved Stranger Things characters Mike Wheeler, Dustin Henderson, Lucas Sinclair and Will Byers. As the popular Netflix series nears its epic fifth and final season, these detailed characters deliver a nostalgic building adventure driven by storytelling and are fun to build, play with and put on display. This set will be available for pre-order on LEGO.com starting July 23.
Beyond the Booth: Panels and More
The “San Diego LEGO-Con” experience extends beyond the booth with buzzworthy panels and special programming:
The LEGO NINJAGO® Adventure Continues panel (Thursday, July 24, 2:15-3:15 p.m. PT) offers fans insider access to the continuing NINJAGO saga.
The LEGO Masters: Back Behind the Brick panel (Friday, July 25, 4:30-5:30 p.m. PT) provides behind-the-scenes insights into the popular competition series.
Meet Ashley Eckstein & Dan Hernandez from LEGO Star Wars: Rebuild the Galaxy (Friday, July 25, 4:00-5:00 p.m. PT), as the two host a special in-booth meet and greet!
More Information
All products on display at the show, including first time reveals, can also be found at LEGO.com/san-diego-comic-con. For more information on the LEGO Group activities at San Diego Comic-Con, contact press@america.lego.com.
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Notes to Editor About the LEGO Group
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.
The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words Leg Godt, which mean “Play Well”.
Today, the LEGO Group remains a family-owned company headquartered in Billund. Its products are now sold in more than 130 countries worldwide. For more information: www.LEGO.com.
Fans can visit lego.com for more information on LEGO products.
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Product Information
LEGO® DC Batman™ Arkham Asylum™ (76300)
Age Grade: 18+
MSRP: $299.99
Piece Count: 2953
Global Launch Date: Sept. 12, 2025 (Sept. 9 Early Access for LEGO® Insiders)
Description: Step inside Arkham Asylum™ with this highly detailed 2,953-piece model. Measuring over 12.5 in. (32 cm) high, the legendary institution is packed to the rooftop with recognizable features and thrilling surprises. The set comes with 16 minifigures, including DC’s most iconic villains and added treats such as an inmate delivery van, opening prison cells and 65 stickers referencing Batman™ lore.
LEGO® Game Boy™ (72046)
Age Grade: 18+
MSRP: $59.99
Piece Count: 421
Global Launch Date: Oct. 1, 2025
Description: To celebrate a revolutionary time in video game history, the LEGO Group is bringing a true icon to brick form, the original Game Boy™ system from Nintendo®. At a scale of near 1:1, the LEGO Game Boy model building kit is a testament to a classic era in gaming and with authentic details and much-loved features is a nostalgic throwback to the classic system. This collectible 421-piece brick-built replica of the original Game Boy handheld game system comes with all the memorable features, the +Control Pad, A and B Buttons, and SELECT and START, alongside other iconic Game Boy details, such as the contrast adjustment and volume dial.
LEGO® BrickHeadz™: Mike, Dustin, Lucas and Will Figures (40801)
Age Grade: 10+
MSRP: $39.99
Piece Count: 542
Global Launch Date: Oct. 1, 2025
Transport yourself to the Upside Down with a LEGO® BrickHeadz™ collectible featuring Netflix’s Stranger Things characters, Mike Wheeler, Dustin Henderson, Lucas Sinclair and Will Byers. Standing on sturdy baseplates, these authentically detailed characters are fun to build, play with and put on display. They also look great alongside other buildable figures from the LEGO BrickHeadz range (sold separately).
LEGO® Wicked Emerald City Wall Art (75685)
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Age Grade: 18+
MSRP: $159.99
Piece Count: 1518
Global Launch Date: Sept. 1, 2025
Bring the magic of the world of Wicked to your home with this colorful wall art. Use the bricks to create a colorful artwork full of movie moments that’s a rewarding treat for yourself, or a gift for any Wicked fan. Build with friends or family and enjoy social time with loved ones as you create this eye-catching display, which can be wall-hung or placed on a shelf.
LEGO® Wicked Elphaba’s Retreat (75687)
Age Grade: 7+
MSRP: 27.99
Piece Count: 228
Global Launch Date: Sept. 1, 2025
Step inside Elphaba’s magical woodland retreat. Hold the candle as she studies her map. Make plans with her and Fiyero round the fireplace and work out how to thwart The Wizard. Study the Grimmerie and escape from her enemies. Make friends with the rabbits, feed them a carrot and relax with nature in the beautiful woodland hideaway.
LEGO® Wicked Glinda’s Wedding Day (75688)
Age Grade: 8+
MSRP: $39.99
Piece Count: 476
Global Launch Date: Sept. 1, 2025
Take your front row seat for Glinda’s big moment. She looks stunning in her tiara and gown, ready to marry Fiyero. Part the butterflies to reveal the wedding scene. But something is wrong! Use the animal figures to play out how Glinda’s wedding joy suddenly changes. When the play is over, close the butterflies to make a super cool display.
LEGO® Wicked Emerald City & Kiamo Ko Castle (75689)
Age Grade: 9+
MSRP: $79.99
Piece Count: 860
Global Launch Date: Sept. 1, 2025
Join Elphaba and Glinda for the dramatic final scene of the Wicked: For Good movie. Build the detailed Emerald City and Kiamo Ko Castle and act out how the story ends for these two iconic characters. Explore the buildings’ secret compartments and uncover familiar details from the film. Read the Grimmerie with Glinda and use it as a force for good. Help Elphaba disappear and follow her destiny.
Welcome to Munchkinland. Join in the celebrations as Glinda announces her engagement to Fiyero. Press the pedal to surround her in her bubble and let her fly above Munchkinland. On the other side of town, catch up with Elphaba, who has flown to Boq’s family cottage on her broomstick. Explore his home, from his cozy bedroom to the cute kitchen and recreate magical scenes from Wicked: For Good.
Join Elphaba and Glinda for magical adventures and creative fun as you conjure up spellbinding scenes from Wicked with this authentically detailed pair of collectible LEGO® BrickHeadz™ figures. This buildable toy looks great displayed alongside other BrickHeadz characters (sold separately). You can even combine elements to create hybrid characters of your own.
The LEGO Group (PRNewsfoto/The LEGO Group)
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Two labor unions and a child care advocacy group on Friday filed a proposed countywide sales-tax hike they’ve dubbed the Protect San Diego County’s Health & Safety Act with the county Registrar of Voters in hopes of making the November 2026 ballot.
The proposed half-cent sales tax measure – which would raise a projected $360 million annually – aims to fund health care, child care, solutions to the Tijuana River sewage crisis and public safety.
The Service Employees International Union Local 221, child care advocacy group Children First San Diego and Cal Fire Local 2881 expect to start collecting signatures next month.
“We’re taking urgent action on the biggest health and safety threats San Diego County is facing – Tijuana River toxic sewage, strained 911 response, working families losing healthcare, childcare, and even the basic food they need to survive,” SEIU 221 President Crystal Irving wrote in a statement. “Our coalition is determined to give voters the power to choose a safer, healthier future and starting soon we’ll be out in every community gathering signatures and working with neighbors to protect San Diego County families.”
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Proposed ballot language submitted to the Registrar of Voters Friday describes a slew of causes that proponents aim to support with a half-cent sales-tax increase. Up to 60 percent of funding – the equivalent of $261 million annually – could back child care and health services for children, health care for uninsured or underinsured people, food aid including staffing for CalFresh eligibility workers in the county, in-home health services and affordable health care.
Nearly 23 percent – or roughly $81 million annually – would go toward combating the Tijuana sewage crisis, with at least 20 percent of this share of funds directed toward infrastructure projects to “stop sewage flows from Tijuana into the United States or through the Tijuana River Valley.” The measure says the funding could also address related health issues and protect local waters from pollution.
Nearly 18 percent – or almost $63 million annually – could back public safety services, wildfire prevention and crisis response.
Proponents also capped administrative costs at 1.5 percent, or about $5 million annually.
The proposed measure also calls for an 11-member citizens oversight committee to conduct annual audits and bars spending on politicians’ salaries, lobbyist contracts or government office renovations.
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The citizen-backed effort is separate from the subcommittee work that county Board Chair Terra Lawson-Remer and Vice Chair Monica Montgomery Steppe are queuing up to hash out ways the county might bring in. The county faces an estimated $300 million annual budget hit tied to federal cuts. The county is set to hire and pay consultants up to $500,000 as part of that effort to conduct polling and research on potential measures to raise taxes and other possible ways to increase revenues that may require changes to other policies.
In a Friday statement, Lawson-Remer lauded the proposed citizen measure.
“This San Diego County Health & Safety citizens initiative offers a key tool that voters could choose to support in order to defend our community and our values: to keep our water clean, to keep our hospitals open, and to make sure firefighters and first responders have the resources they need when the next wildfire hits,” Lawson-Remer wrote. “When Washington walks away, our community refuses to look the other way.”
The decision to proceed with a citizens’ measure doesn’t rule out a potential future measure pushed by county supervisors. Yet Lawson-Remer’s quick endorsement shows she’s eager to see a citizens’ group push a measure forward that only requires a simple majority for a ballot victory.
The coalition behind it will face an uphill battle to persuade skeptical voters already facing an avalanche of rising costs – and to get on the ballot in the first place.
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Courtney Baltiyskyy of Children First San Diego said the coalition expects to hit the streets in January to try to collect at least 140,000 signatures. They’ll need to deliver at least 102,923 valid signatures to get on next November’s ballot.
The county coalition also expects to have some competition next November.
The coalition that includes Laborers Local Union 89, Carpenters Union Local 619, and Rebuild SoCal are rallying behind a one-cent sales tax hike for city of San Diego for infrastructure repairs, wildfire prevention, pipe repairs for clean water and more.
Both coalitions have recently circulated polls testing voters’ appetite for separate city and county measures and shared some intel.
Their intel-sharing follows the November 2024 demise of Measures E and G, separate city and countywide sales-tax proposals. San Diego politicos are skeptical voters would support two sales-tax hikes.
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The results of an initial poll of city voters conducted around Labor Day on the city measure suggested both city and county measures suggested a challenging climate for proposed tax increases.
Results obtained by Voice of San Diego show 57 percent of the 776 voters polled said they thought the county was on the wrong track and 60 percent said the same of the city.
Baltiyskyy said Friday the countywide coalition believes it has a path to victory – and that support for it will grow as voters and local organizations learn more.
Four suspects were behind bars Friday for allegedly beating a man to death two months ago during a fight at Linda Vista Park.
Arrested Wednesday on suspicion of murder in connection with the violent death of 59-year-old Ruben Rimorin were Juan Garcia Alavez, 21, Juan Manuel Lopez, 26, Brian Reyes, 20, and Franklin Joseph Tuell, 21, according to the San Diego Police Department.
Rimorin was found gravely injured about 3:45 a.m. Oct. 18 on a sidewalk in the 6800 block of Osler Street, just west of the park, SDPD Lt. Chris Tivanian said. Paramedics tried in vain to revive the victim before pronouncing him dead at the scene.
It remains unclear what sparked the deadly fight.
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The suspects were being held at San Diego Central Jail without bail pending arraignment, scheduled for Friday afternoon.
National City’s Pepper Park can soon expand in size by nearly 50%, thanks to a ruling this week by the California Coastal Commission to approve the National City Balanced Plan.
The approval of the plan at the CCC’s Wednesday meeting, developed by the Port of San Diego, means that not only will the popular park have the ability to increase in size, big changes are coming for commercial, recreation and maritime uses on the National City bayfront.
“We are grateful to the California Coastal Commission for its support of the National City Balanced Plan,” said Danielle Moore, chair of the Board of Port Commissioners. “The progress we have made has been anchored in tireless collaboration with the community, business leaders and, of course, the city of National City. It’s about bringing more recreational opportunities to the bayfront while also streamlining and strengthening maritime operations, and we are eager to bring these projects to life.”
Other components of the balanced plan include:
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Realigning Marina Way to serve as the buffer area between commercial recreation and maritime uses
The closure of Tidelands Avenue between Bay Marina Drive and West 32nd Street, and West 28th Street between Tidelands Avenue and Quay Avenue, around six acres, to increase terminal efficiency by eliminating redundancies
The development of a recreational vehicle park, tent sites, cabins and the “ultimate development of up to two hotels with up to 365 rooms, as well as dry boat storage,” a port statement read
A connector rail project to connect the existing rail and loop track located on the National City Marine Terminal to additional rail car storage spots at the existing Burlington Northern Santa Fe National City Yard east of the National Distribution Center
The Board of Port Commissioners must accept the CCC’s certification, then the port and city can begin the process of completing the above projects.
“I am proud of the work we have done to help create a lasting legacy for National City, the Port of San Diego, and the entire region,” said Port Commissioner GilAnthony Ungab. “Nearly a decade in the making, this plan balances the interests of the community and many other stakeholders, addresses public access, maritime, and recreation uses, and expands waterfront access in my community.”
The National City Bayfront is 273 acres of waterfront land and 167 acres of water, and includes the National City Marine Terminal, Pepper Park, Pier 32 Marina, the Aquatic Center and pieces of public art.
