San Diego, CA
THE LEGO GROUP UNVEILS “SAN DIEGO LEGO®-CON” AT SAN DIEGO COMIC-CON 2025
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!
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.”
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:
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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.
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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.
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An EXCLUSIVE “San Diego LEGO-Con” guidebook packed with custom LEGO content is available at the front desk for anyone who visits the booth.
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A “LEGO Side Quest” Mobile Scavenger Hunt across the convention show floor invites attendees to complete photo-based tasks and fun riddles. Each day,
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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.
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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.
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:
- 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.
Mayor Todd Gloria announced an initiative Wednesday intended to expand housing options in neighborhoods by integrating small-scale residences such as townhomes, rowhomes and cottages into an area’s existing character.
The Neighborhood Homes for All of Us initiative is also intended to support community land trusts — nonprofit organizations that acquire land to create permanent affordable housing.
“Since Day 1 of my administration, I have been focused on building more homes that San Diegans can actually afford — and getting them built faster,” Gloria said at a news conference Wednesday. “‘Neighborhood Homes for All of Us’ is the latest piece of that puzzle. This innovative program will break down the barriers that have gotten in the way of building the type of housing that I believe is ideal for young families and first-time homebuyers for whom the dream of homeownership has long felt out of reach.”
Around 80% of land zoned for housing in the city is restricted to single-family homes, which continue to increase in price, Gloria said. And a significant portion of new housing being built consists of apartment buildings with primarily studio and one-bedroom units, leaving working-class families fewer and fewer options for homes.
Neighborhood Homes for All of Us is intended to increase the housing supply and allow community land trusts to keep housing affordable in disadvantaged communities for low- to middle-income families.
“San Diego is an incredible place to raise a family, and more families need the opportunity to do that in San Diego’s existing, highly desirable single-family neighborhoods where their kids can learn and play in a great community,” City Planning Director Heidi Vonblum said. “But today, that comes at a price that is out of reach for too many. Integrating more options for families requires careful and thoughtful planning, with input from existing and future community members across the city, to ensure these new home opportunities for San Diego’s families are built in ways that best enhance and benefit San Diego’s amazing neighborhoods.”
The initiative will roll out in two phases. In the first phase, beginning this week and continuing through next summer, San Diegans can help determine what the neighborhoods can look like. The public will be able to see renderings showing small-scale neighborhood homes within San Diego’s existing communities, along with new regulations that “provide a clear pathway for building these homes,” according to a statement from Gloria’s office.
Phase 1 will also include an open house and ways for the community to provide feedback and concerns.
Phase 2, scheduled for the second half of 2026, will be for city staff to develop regulations allowing for the building of more neighborhood homes in a way informed by the public feedback.
The initiative is partly funded through a Regional Early Action Planning grant from the San Diego Association of Governments.
The first of five affordable housing projects for San Diego Unified School District teachers was approved on Wednesday night.
The school board voted unanimously in favor of working with the developer who bid on the project at the Instructional Media Center on Cardinal Lane. The Affordable Workhouse Housing project promises 100% affordability, with 108 one-, two- and three-bedroom units, and some surface lot parking.
“It’s a practical solution to a very real problem, and it sends a message that we are committed to stability, not just for employees but for the students,” one speaker said.
Board members say the project will be fully funded by the developer, DECRO Corporation based in Culver City, and that the estimated annual rent revenue is $125,000 dollars. It is expected to increase 2.5% each year.
Some in the neighborhood are concerned.
“We are one way in and one way out. We are built in a canyon,” neighbor Callie Grear said.
“Parking here is horrible,” neighbor Paul Grear said. “Everybody is parking in front of our street. I can’t even park in front of my house.”
“The safety of our neighborhood is in jeopardy with this plan,” neighbor Patricia Torres said. “We are already overcrowded. We are asking this board to reconsider building on this site.”
Despite the pushback, board members unanimously voted in favor of moving forward with the developer on this project. Unless exempt, it will first undergo city scrutiny. There are still four other locations still on which SDUSD wants to build.
A vote for housing on those other four properties has been postponed until January so that the school board can hold a workshop and appropriately question the developers that are bidding on those projects.
In all five projects, San Diego Unified hopes to build 555 units in the next 10 years.
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