Among the activations set to take place around town during San Diego Comic-Con is a pop-up of The Bear, the Emmy-winning, FX-produced hit television show that gives a no-holds-barred insider’s look at the culinary industry.

Season 3, which dropped on Hulu in June, follows Carmy, Sydney, and crew in and out of The Bear’s namesake fine-dining restaurant, whose interior has been recreated for the pop-up, located on the lawn across from the Hilton Bayfront downtown alongside a cluster of other pop-ups and photo ops from FX shows like What We Do In the Shadows and American Horror Story. Running from 11 a.m. to 6 p.m. on Thursday, July 25, and continuing through Sunday, July 28, the interactive pop-up is giving away a chef’s menu special — aka exclusive merchandise — that will change daily.

The pop-up restaurant, decorated with photos from the show, features a dining counter where the staff presents fans with a silver cloche, lifting the dome to reveal the day’s merch item. Thursday’s is a branded apron, available while supplies last.

The pop-up’s hours of operation through the weekend are:

• Thursday, July 25, 11 a.m. to 6 p.m.
• Friday, July 26, 10 a.m. to 6 p.m.
• Saturday, July 27, 10 a.m. to 6 p.m.
• Sunday, July 28, 11 a.m. to 4 p.m.

Admission is free, although attendees must be at least 18 years of age to participate.

Ashley Eckstein earned her fan cred as the voice of Jedi padawan Asoka Tano in Star Wars: The Clone Wars, but she earned her business chops as founder of the groundbreaking fashion brand Her Universe. Though she sold her company to Hot Topic in 2016 and Eckstein has stepped away from day-to-day management of the business, she is still a force to be reckoned with in the world of fandom.

Eckstein will host the 10^th annual Her Universe Fashion Show at San Diego Comic Con on Thursday, July 25, 6pm at the Manchester Grand Hyatt. The event, which features 25 aspiring designers showing off looks to compete for an opportunity to design a line for Her Universe, has become a very hot ticket at the world’s largest pop culture convention. This year’s winner will be selected by an expert panel of judges, including the 2023 Her Universe Fashion Show winning designers Rachel Petterson and Raeven K; Robin Motts, SVP Hot Topic Merchandising; Vivienne Medrano, Creator of Prime Video’s Hazbin Hotel and Helluva Boss; and VP of Barbie Product Design at Mattel, Robert Best.

I had a chance to speak with Eckstein in a phone interview earlier this month. Our conversation has been edited for length and clarity.

ROB SALKOWITZ: How have things been since Hot Topic took over the brand?

ASHLEY ECKSTEIN: Well, I continued to run the business for Hot Topic up until 2020, around the start of the pandemic, but as a proud parent, I feel like I sent my baby off to college. So I continue to support it but don’t oversee the operations. We’re a private company so I can’t share numbers, but I can say that Her Universe is bigger than ever. They’re in Hot Topic stores globally, in Disney stores and parks, and many other locations worldwide.

RS: Her Universe initially made a splash because not many companies doing licensed apparel made clothing specifically for women, despite the huge demand. How has that evolved?

AE: We were just women’s fashion before, but now we have a sub brand called Our Universe, with menswear, unisex, designs for kids and babies, and accessories. It’s grown quite a bit.

RS: When you started in the early 2010s, the idea of a woman-owned company catering to women in the fan culture area was seen as a novelty. Now it is big business. How would you say the space has evolved?

AE: When we started the company, there was no competition, and we had a lot of doubters. They wondered how we were every going to get money. A lot of people told me, “good luck, little girl.” Within the first couple of years, we were a multi-million dollar business, so we definitely opened eyes pretty quickly. I also think entertainment companies saw the buying power of women. When Disney came out with Star Wars: The Force Awakens and the lead character was Rae, I think that put a lot of attention into the space.

I remember sitting in a licensing summit meeting back when I was CEO, and some licensors – I can’t give you the specific names – estimated that they were leaving over $1 billion on the table by not catering to women and girls. How quickly their eyes were opened!

RS: Manga, anime and webtoons are also bringing a lot of young women into fandom. Is that something the company is looking at?

AE: Absolutely, Her Universe has definitely been going into anime properties, especially being aligned with a company like Hot Topic. The thing is, female fans were always there. It’s not something where they are all of a sudden coming to the table. They just weren’t being catered to. And now they feel welcomed into the space, and I think that’s the biggest difference.

RS: You’re celebrating the 10^th year of the Fashion Show at SDCC this year. Anything new and cool for fans to expect?

AE: Mattel is our sponsor for this year and they’ve allowed me to go back to my childhood as a giant fan of Barbie. I still am, to this day. Plus some of their other properties like Pocket Polly and Uno. So I am getting to play with some of my favorite brands. You know, in year ten, it’s going to be special. My looks are always a surprise. But I’m getting to do something that’s been a dream of mine since 2017 and has not been done much in fashion. It will definitely be shocking to some people. We’ve amassed quite a team and you’re not going to want to miss it.

RS: Finally, what new projects have you been up to?

AE: I’m very excited that I’m creating, executive-producing and starring in my own sci-fi audio drama project for Disney. That’s giving me the opportunity to create my own fantasy project. It’s all original, not a spinoff or part of any existing franchise. I’m very excited to apply everything I’ve learned in the space. There’s definitely going to be merchandise and other fun things for fans. I’m pouring my heart and soul into it!

It’s Preview Night at Comic-Con International in San Diego.

This night features less panels, events and activities than other nights throughout the annual convention, but it offers fans a chance to see some early sites and get inside the exhibit hall to see some of the best merchandise, art, movie props and displays, comic books and other items before the crowds get larger over the next few days.

Our reporters were out and about downtown looking for the best things they could find at Comic-Con. Here’s Wednesday’s list.

Dungeons & Dragons 50th anniversary pop-up shop

There is a Dungeon & Dragons pop-up store at the corner of Eighth and G streets with a large dragon head surrounding the entrance door. The popular roleplaying card game is celebrating its 50th anniversary this year, which is younger than San Diego Comic-Con. The store, which is selling memorabilia and clothing, was set to open at 7 p.m., but fans were showing up as early as 3 p.m. It is one of the farthest installations from the convention center.

— Phillip Molnar

‘Dexter: Original Sin’ interactive photo opportunity

Next to the Gaslamp Quarter trolley stop is a photo opportunity for “Original Sin,” a prequel show to “Dexter.” Inside of the shipping container activation are props from the show and a kill table where guests can lay down and get wrapped in cellophane. 9:30 a.m. to 7:30 p.m. Thursday through Saturday. 9:30 a.m. to 4 p.m Sunday. Free. 

— Carlos Rico

Batman Who Laughs

A New York resident who goes by the name Critical Mask Cosplay arrives at San Diego Comic-Con in his reimagined, “Batman Who Laughs,” inspired by an alternate universe where the Dark Knight becomes the Joker. He’s been a cosplaying since 2019, but this is his first time at Comic-Con attending as a professional cosplayer. He is one of the few attendees in full cosplay on Wednesday’s Preview Night but says, “When you’ve been doing this as long as I have, the party starts early.”

— Serena Neumeyer

Adult Swim’s Pirate Parrrty

Adult Swim is back behind the convention center for another year of wacky activities and entertainment. This year the theme is “Pirate Parrrty,” and the activation has various carnival activities such as an inflatable “Rick and Morty” Cthulhu Battle with a floating wobbly latter to get across, a rideable seesaw shark, a dunk tank and an inflatable captain’s quarters with bright colors and videos inside. Also, there is a stage that will host panels and musical acts throughout Comic-Con. Plus, a wrestling tournament with AEW wrestlers is scheduled for Thursday at 7:30 p.m. No badge is required to attend. 11 a.m. to 10 p.m. Thursday through Saturday.

— Carlos Rico

Lines

Is this the best or worst thing at Comic-Con? This made our list simply because it’s a clear sign that Comic-Con is back in San Diego. It’s a sight for sore eyes. And for sore feet.

— Abby Hamblin

The Lodge by Paramount +

Happy Does in the Gaslamp Quarter has once again been transformed into The Lodge, an activation that promotes TV shows from Paramount +. Some of the marketing stations include “Tulsa King,” where guests can play three slot machines, Woodstone Manor’s Olfactory Atelier from “Ghosts,” a pizza parlor from “Tales of the Teenage Mutant Ninja Turtles,” a tattoo parlor from “Ink Masters” and an area to get a custom screen print shirt from “Star Trek.” Guests also get two drink tickets and a slice of pizza. This activation is free and open to everyone. There will be a daily standby line available. Noon to 10 p.m. Thursday to Saturday. 10 a.m. to 7 p.m. Sunday. 340 Fifth Ave., San Diego.

— Carlos Rico

Costumes from ‘The Acolyte’

Clothes used in the new Star Wars show “The Acolyte” were on display in the Convention Hall on preview night in the Star Wars area. The most popular was the robe and mask of Qimir, the villain of the show. Also on display were other clothes and lightsabers used in the Disney+ show/

— Phillip Molnar

‘Kingdom of the Planet of the Apes’ experience

Aficionados of the Planet of the Apes can enjoy six decades of Cornelius and many other characters of this franchise. The activation is like a museum with various exhibits, chronicling the history of the Planet of the Apes, including the new film “Kingdom of the Planet of the Apes.” There are statues, costumes, movie and TV show props, movie posters, costumes and videos to watch. Plus, there is a real-life 2-year-old Harris’ hawk named Lola. Roxanne Wuco, falconer with Hawk on Hand, helps guests who want to get near Lola for a picture or video. This activation is free and does not require a badge to get in. 10 a.m. to 7 p.m. Thursday to Saturday. 10 a.m. to 2 p.m. Sunday. 200 Harbor Drive Suite 120, San Diego.

— Carlos Rico

Fairy Godmother cosplayer

Alyssabelle Ross of San Diego explored the convention hall during Preview Night dressed as the Fairy Godmother from “Shrek 2”.

— Natallie Rocha

‘Naruto’ fan photo opportunity

(From left to right) Arc Bhandari, Allia Butac, Nia Butac and their children from the Bay Area pose for a photo with Gamakichi at the Naruto 25th anniversary booth #2813.

— Carlos Rico

Spongebob takes over Hard Rock Cafe

Hard Rock Cafe is celebrating 25 years of SpongeBob with Paramount+ and Nickelodeon. Guests can enter the front door for an immersive Bikini Bottom experience surrounded by employees dressed as SpongeBob and TVs playing classic episodes from over the years. The restaurant has also revamped its menu with vibrant SpongeBob illustrations that reference “goofy goobers grub.” 207 Fifth Ave., San Diego.

— Serena Neumeyer

Barbieland at Comic-Con

Riding the momentum of the massively successful “Barbie” movie, Mattel displayed its newest toy set at its pink booth featuring the iconic doll. It’s a Mini Barbie Dreamland with dolls that are 1.5 inches tall — one-tenth the size of a regular Barbie doll.

— Natallie Rocha

Funkoville International Airport

Funko is turning the corner of the convention center at Comic-Con into its own “Funkoville International Airport.” Attendees can explore collaborations with collectibles from Mondo to a variety of pop culture apparel from Loungefly. Attendees can also choose between 40 to 45 exclusive Funko Pop collectibles featuring iconic franchises such as Star Wars and Godzilla. To celebrate the premiere of “Deadpool & Wolverine,” guests will be able to check out a “Pop! Yourself” stand to create their own image cosplaying as either Deadpool or Wolverine.

— Serena Neumeyer

Originally Published: July 24, 2024 at 8:14 p.m.