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New York Comic Con marked its 20th anniversary with four days of celebrity appearances, Broadway discussions, elaborate cosplay and immersive entertainment at the Jacob K. Javits Convention Center in New York City. The 2026 gathering attracted an estimated 250,000 attendees and featured more than 650 exhibitors and over 500 creators
The convention, held October 8 through October 11, brought together entertainment franchises, theater productions, collectors and consumer brands. Activities ranged from behind-the-scenes Broadway panels to promotional installations inspired by upcoming films, television series and video games.
Playbill presented six Broadway-focused panels during the convention, including discussions about Masquerade, Schmigadoon!, Maybe Happy Ending, The Rocky Horror Show and Little Shop of Horrors. The program also featured its annual Big Broadway Nerd Panel, which brought entertainment personalities together for games and conversations about their interests in fandom.
The Little Shop of Horrors revival marked a significant milestone during its panel, celebrating its status as the longest-running production in the musical’s history, with 2,300 performances and counting. Participants included Tony Award nominees Ethan Slater and Betsy Wolfe, choreographer Ellenore Scott, Christian McQueen and incoming Seymour performer T.R. Knight.
Meanwhile, the Schmigadoon! panel examined how the musical moved from television to Broadway after winning the 2026 Tony Award for Best Musical. Creator Cinco Paul and cast members Alex Brightman, Ann Harada and Max Clayton discussed the creative process and the challenges of adapting the show’s musical comedy for the stage.
Another discussion explored the design and development of Maybe Happy Ending. Composer and co-lyricist Will Aronson, scenic designer Dane Laffrey and costume designer Clint Ramos discussed the production’s writing, cultural influences, visual design and futuristic setting.
Cosplay also remained a prominent feature of the convention. Coverage from Lyles Movie Files noted a particularly strong presence of Doctor Doom costumes, reflecting interest in Avengers: Doomsday. Batman remained popular, while Nightwing and Red Hood costumes were also widely represented.
Beyond entertainment properties, the convention increasingly attracted mainstream consumer brands seeking to connect with dedicated fan communities. Marketing Brew reported that Dove Men+Care expanded its presence in 2026 through a convention booth, digital advertising and collaborations with cosplay creators.
Lindsey Lapin, associate director of marketing for Dove Men+Care at Unilever, described the personal significance of fan gatherings.
“It is a couple days or a moment of transformation for people that just is really meaningful,” said Lindsey Lapin, associate director of marketing for Dove Men+Care at Unilever.
Lapin said the company saw opportunities to connect personal-care products with the practical challenges faced by cosplayers, particularly those wearing elaborate costumes for extended periods. The activation included product samples and a collaboration with 3D-printing company Galactic Armory.
“In recent years, and probably since Covid, it seems like men’s passions, hobbies, fandoms are more diversified than ever before,” Lapin said.
The company distributed 1,000 custom Max Packs designed to carry personal belongings without interfering with costumes, alongside 30,000 miniature deodorant samples. According to Marketing Brew, the sample total matched the previous year’s distribution.
Lapin said the brand looked for events where its products could address specific needs within fan communities.
“One of the things that we were hearing from the community was like, you are putting months sometimes into your costume. It is a long day, heavy layering. You’re on the floor a lot, and sweat is really kind of a problem,” Lapin said.
The broader convention also featured an immersive experience promoting The Hunger Games: Sunrise on the Reaping. Located across from the Javits Center, the installation recreated elements of District 12 and included interactive photo opportunities and a stage inspired by Caesar Flickerman.
The upcoming film follows a young Haymitch Abernathy during the 50th Hunger Games, also known as the Second Quarter Quell. Directed by Francis Lawrence, the movie is scheduled to reach theaters on November 20, 2026.
Other attractions included a Tamagotchi showcase organized by Bandai Namco Toys & Collectibles America and a display connected to Paramount Games’ Avatar Legends: The Fighting Game. These experiences combined collectible culture, interactive entertainment and nostalgia for longtime fans.
New York Comic Con will return to the Javits Center from October 7 to October 10, 2027, continuing its annual gathering of entertainment creators, performers, exhibitors and pop culture enthusiasts.
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