San Diego Comic-Con 2026 is underway — Preview Night opened the exhibit hall Wednesday evening, and Thursday is the first full programming day. Hasbro is treating it as its biggest convention outing in years: the G.I. Joe panel is scheduled for 10:00 AM PT today at Booth 25ABC, Iron Studios is unveiling its first-ever Dungeons & Dragons collectible at Booth #1815, and tonight at the House of Blues San Diego, the Transformers 40th Anniversary Celebration of Life Concert brings together six performers — including newly confirmed Sebastian Bach, former Skid Row lead singer — for a live set that Hasbro has packaged as the centerpiece of its yearlong “Apology Tour” as detailed in Hasbro’s official announcement.
For collectors, fans, and anyone attending on the first full day of programming, here is everything happening at Hasbro’s presence across the convention — what is scheduled, where it is, what is available to buy, and how to watch remotely.
Iron Studios’ First D&D Collectible Makes Its World Bow at Booth #1815
The morning’s highest-profile reveal for high-end collectors is not inside the main Hasbro booth. Iron Studios — the Brazilian premium collectibles company known for its Art Scale and BDS Art Scale statue lines — is debuting its first-ever Dungeons & Dragons product at Booth #1815: a Beholder Demi Art Scale statue, making its world premiere at SDCC 2026, per the official Hasbro press release.
Pre-orders are scheduled to open shortly after the convention debut. The Beholder — a spherical aberration with a central eye and ten eye-stalks, each bearing a different magical power — has been one of D&D’s most recognizable creatures since its first appearance in 1975’s Greyhawk supplement. Iron Studios also has an existing lineup of premium G.I. Joe and Transformers Art Scale statues at the same booth, including Snake Eyes, Storm Shadow, Flint, Destro, and Optimus Prime — but the Beholder is the new news, and it represents the company’s first entry into the D&D licensed collectibles market.
The D&D collectible category has expanded significantly as the franchise’s mainstream crossover appeal has grown, and Iron Studios bringing its first D&D product to the highest-profile collector showcase on the calendar signals continued confidence in where that market is heading.
G.I. Joe Panel Runs 10:00 AM PT in Room 25ABC
The Hasbro G.I. Joe panel is scheduled for 10:00 AM to 11:00 AM PT (1:00 PM to 2:00 PM ET) in Room 25ABC. The presenting team — identified as Bmac, Mark, and the new G.I. Joe development team — has previewed a lineup of new product news, digital character renders, in-hand figure prototypes, and pre-order announcements What specific figures will be revealed has not been disclosed in advance
Convention exclusives already on sale at the Hasbro Pulse Store inside Booth #3213 include two G.I. Joe Classified Series sets that have generated significant pre-show conversation online: G.I. Joe Classified Series #204, Fatal Fluffies, and G.I. Joe Classified Series #205, Shipwreck vs. Cadet Deming (There’s No Place Like Springfield) — a nod to one of the franchise’s most beloved story arcs, confirmed in Hasbro’s official press release.
Cold Slither, the G.I. Joe-inspired in-universe Cobra rock band, will bridge the toy and entertainment sides of the franchise tonight at the Transformers concert (see below), adding a live-performance dimension to what is otherwise a product-focused day for the brand.
Transformers Turns Forty Tonight: Concert, Lineup, and What Hasbro Calls an Apology
The evening’s marquee event is the Transformers: The Movie 40th Anniversary Celebration of Life Concert, scheduled for tonight at House of Blues San Diego (1055 Fifth Ave), with doors at 7:00 PM PT and the show starting at 8:00 PM PT. Tickets remain on sale through Universe.com — general admission is $50 base price (approximately $53.50 with service charges), and VIP packages run $100 base price (approximately $105 with service charges), which include early entry, exclusive merchandise, a private viewing area, and a curated gift bag.
The concert’s six-performer lineup spans the full breadth of the 1986 animated film’s musical identity:
- Knights of Unicron will headline, performing music from The Transformers: The Movie: The Soundtrack: The Reformatted Edition — a reimagined version of the original score set to release on streaming platforms and limited-edition vinyl on July 24, the day after the concert.
- Stan Bush, whose song “The Touch” has become the most culturally enduring piece of music associated with the Transformers franchise, will perform the anthem live. “I’m thrilled to be part of The Transformers: The Movie 40th Anniversary Celebration of Life Concert,” Bush said in a statement. “This anniversary is a tribute to the lasting impact of the movie, the memories it created, and the amazing Transformers community that has embraced these songs for 40 years.”
- Sebastian Bach, former lead singer of Skid Row and confirmed special guest announced July 17, rounds out the rock-vocal roster alongside Bush.
- Vince DiCola, the composer whose electronic and orchestral score gave the 1986 film much of its cinematic weight, will also perform, as confirmed by Hasbro.
- Cold Slither, the real-world live band embodying the in-universe Cobra rock group from G.I. Joe, made their live concert debut at Comic-Con last year and return for a second set.
- Britta Phillips, the original singing voice of Jem from Jem and the Holograms, rounds out a lineup that runs from hard rock to ’80s pop.
Limited-edition, show-only merchandise will be available at the House of Blues venue tonight.
Hasbro has framed the entire concert — and the broader 40th-anniversary campaign — as a tongue-in-cheek “Apology Tour” for the generational emotional damage inflicted by Optimus Prime’s death in the 1986 film. That framing is wry and deliberately light, but it also reflects something real about how Hasbro is treating IP anniversaries in 2026: not simply marking a milestone but actively structuring a year-long commercial vehicle around a specific shared childhood emotional memory. The campaign includes the Reformatted Edition album, new Studio Series figures tied to the film, and Fathom Entertainment bringing the film back to theaters starting September 17, 2026, in a 4K theatrical release.
What’s in the Booth: Hasbro Pulse Store and Convention Exclusives
Hasbro’s Booth #3213 is modeled on the HasbroPulse.com shopping experience, with the Hasbro Pulse Store operating as a curated retail destination on the convention floor. The full slate of convention-exclusive products available this week includes:
Transformers: Optimus Prime & Autobot Jazz Cereal Box Set; Jem and the Holograms Autobot Blaster & KP Glit, KP Sundor, and KP Rosanna crossover set
G.I. Joe: Classified Series #204, Fatal Fluffies; Classified Series #205, Shipwreck vs. Cadet Deming (There’s No Place Like Springfield)
Ghostbusters: Kenner Classics The Real Ghostbusters Ecto-Glow Glow Copter Vehicle
Star Wars: The Black Series ARF Trooper (501st) & AT-RT Figures; The Vintage Collection Anakin Skywalker & Asajj Ventress Figures
Marvel: Legends Series Professor Charles Xavier & Hoverchair, X-Men ’97 Figure; Legends Series Spider-Man, Lizard, and Electro three-pack
The booth also features an exhibition display of the Ultimate Grogu, a 1:1 scale premium animatronic ahead of its wider retail availability. The figure includes screen-accurate design, premium materials, and more than 250 individual animations and sounds.
Note: Hasbro has confirmed that limited quantities of the Marvel Legends Professor Xavier Hoverchair exclusive will become available on HasbroPulse.com after the convention for those who cannot attend in person.
Who Else Is Representing Hasbro’s IP Across SDCC This Week
Hasbro’s licensed partner presence across the broader convention floor is extensive. Robosen (Booth #2629) is showcasing interactive Transformers robots including Soundwave, Megatron, and an updated Bumblebee. Threezero (Booth #2944) has SDCC-exclusive MDLX G2 Heroes Combat Megatron and DLX Optimus Primal figures. Symbiote Studios (Booth #5629) is running a Transformers voice actor signing with Frank Todaro and Gregg Berger alongside its plush lineup, headlined by an SDCC-exclusive Grimlock G2 plush, per the official Hasbro press release.
Looking at the rest of the week: Friday brings a Marvel Legends panel at 11:30 AM PT in Room 5AB and the Hasbro Star Wars panel at 2:00 PM PT in Room 7AB. The Hasbro Transformers Toy Development panel follows Friday at 5:00 PM PT in Room 25ABC. Saturday features the Energon Universe panel with Robert Kirkman and Joshua Williamson at 4:30 PM PT in Room 5AB, covering the shared Transformers and G.I. Joe comics universe from Skybound.
For those not in San Diego, Hasbro is streaming booth coverage and panel highlights on the Hasbro Pulse YouTube channel.
Frequently Asked Questions
Who is performing at the Transformers 40th Anniversary Concert at Comic-Con 2026?
The confirmed performers are Knights of Unicron (headlining with music from the Reformatted Edition album), Stan Bush performing “The Touch,” Sebastian Bach (former Skid Row lead singer, confirmed as a special guest July 17), Vince DiCola (composer of the original 1986 film score), Cold Slither (the G.I. Joe-universe Cobra rock band), and Britta Phillips (original singing voice of Jem). Doors open at 7:00 PM PT at House of Blues San Diego, 1055 Fifth Ave; show starts at 8:00 PM PT.
Can I buy Hasbro SDCC 2026 exclusives online without attending Comic-Con?
Mostly no — the majority of Hasbro’s convention exclusives require in-person purchase at Booth #3213. The exception confirmed so far: limited quantities of the Marvel Legends Professor Charles Xavier & Hoverchair, X-Men ’97 Figure will become available on HasbroPulse.com after the convention ends. All other SDCC-exclusive sets listed in this article are floor-only.
What is the Iron Studios Beholder statue and why does it matter to D&D collectors?
Iron Studios is premiering its first-ever Dungeons & Dragons collectible at SDCC 2026 — a Beholder Demi Art Scale statue at Booth #1815. The Beholder is one of D&D’s most iconic monsters, first appearing in 1975 and trademarked by Wizards of the Coast (a Hasbro subsidiary). Iron Studios entering the D&D collectibles market at SDCC, the premier showcase for premium collectibles, represents the company’s inaugural investment in the license. Pre-orders are expected to open shortly after the convention debut.
What is the Transformers ‘Apology Tour’ and what else does it include beyond tonight’s concert?
Hasbro launched the “Apology Tour” as a yearlong campaign acknowledging the emotional impact of Optimus Prime’s death in the 1986 animated film — the single most discussed moment in Transformers history among fans who grew up with the franchise. Beyond tonight’s concert, the campaign includes new Transformers Studio Series figures tied to the 1986 film (Shockwave, Skywarp, Wheeljack, Sunstreaker, Astrotrain, and others), a premium electronic Matrix of Leadership replica, and — starting September 17, 2026, which Hasbro designates as Transformers Day — a wide theatrical re-release of the 1986 film in 4K through Fathom Entertainment.
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