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Hasbro’s Ultimate Grogu makes its San Diego Comic-Con debut, plus new ‘Doomsday,’ LEGO-themed fun
From “Avengers: Doomsday” to “Star Wars: The Mandalorian and Grogu” and more, see all of the fandom fun on the SDCC show floor.
ByAmy Becker
Tuesday, July 28, 2026 8:43PM
Check out the $600 Ultimate Grogu, which made its San Diego Comic-Con debut alongside “Avengers: Doomsday” and “Star Wars: The Mandalorian and Grogu”-inspired merchandise.
SAN DIEGO –For collectors and fans alike, San Diego Comic-Con (SDCC) is the mecca for all things fandom. After four days immersed in the con, On The Red Carpet is rounding up some of the latest Disney products to hit the show floor.
Kicking off with Hasbro’s Ultimate Grogu, the $599.99 animatronic is programmed with over 250 expressive animations, powered by four motors and 14 sensors. In its 1:1 scale, Grogu reacts to multiple touch points along his hands, cheeks, head and back, resulting in animations like Force arm movement, blinking eyes, moving ears and more.
“Grogu has stolen so many hearts, and the reactions that we’ve gotten here have just been absolutely incredible,” Claire Goolsby, an electrical engineer at Hasbro tells us.
Hasbro is also “bringing a lot of ‘Doomsday’ action” to fans, says Dwight Stall, a principal designer at the company. Showcased at the con, their <a href="https://www.hasbropulse.com/collections/marvel-legends-series-avengers-doomsday?srsltid=AfmBOoqjYbjUA9BzAvpGXr-hHSSqLKncXqJpaB0rBVNp1-DQAAg1EETU” rel=”nofollow noopener” target=”_blank”>6″ Marvel Legends line include characters from the upcoming “Avengers: Doomsday,” as well as kid role-play items and bigger action figures.
“We love making toys for everybody, every child of all ages, whether you’re old people like me, or young people like Dan here, you know? That’s the best thing about Hasbro. We get to bring it all for you, year-in and year-out.”
The fun doesn’t stop there. On the show floor, the LEGO booth drew a big crowd, where they invited guests to experience LEGO SMART Play on a bigger scale, by sizing up their “Star Wars”-inspired Mos Eisley Cantina set.
LEGO originally announced SMART Play by lighting the Las Vegas Sphere up as the Death Star, earlier this year.
“The heart of the SMART play platform is the SMART brick,” explains LEGO PR and events manager Ethan Schroeder. “Basically, the SMART brick, within it has 20+ patented technologies, allowing it to sense motion, basically recode from what we call SMART tags and SMART minifigures in the set. So it basically adds a nice level of responsive play to the sets that fans already know and love.”
At the Displatebooth, which features an assortment of metal posters, general manager Justin Vincent showed off their “new, smaller collectible format that we’re calling Displate Shards.” The Shards are about the size of a playing card, 3-D printed in full color. 16 “Star Wars”-themed Shards debuted at the con.
“People put in on their walls, in their homes, but this small format lets them do that in so many other ways, if it’s at work, on your desk, on your fridge, whatever you’re gonna do, and you can do so many cool things to show off your fandom for ‘Star Wars’ content.”
If you’re looking for ways to wear your fandom merchandise, Ray-Ban has a new collection out, inspired by “Star Wars: The Mandalorian and Grogu.” This year marked “the first ever iteration of Ray-Ban at Comic-Con,” explained senior brand manager Boyd Wilson, but “the license with Disney overall, we have some really exciting projects that are coming down the line.”
The line features two adult styles, one inspired by the Mandalorian and one inspired by Grogu, as well as two child-sized frames.
At the Topps booth, fans were treated to two free spins per day on the “Star Wars” Card Trader digital collectibles app for a chance at digital and physical prizes. Gino Ferrazzano, a marketing manager at Topps digital, describes the app as “essentially a virtual hobby shop in the palm of your hand.”
“Beyond a digital pack or digital currency, you can also win a breaker mat, which features our card art, or even a hobby box, so there’s no easier way to win a hobby box than in our booth,” Ferrazzano said. Topps and Lucasfilm have been partnered since 1977.
The Walt Disney Company is the parent company of Disney Consumer Products and this ABC station.
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