The LEGO booth at San Diego Comic-Con showcasing creative activities and a massive diorama.
The LEGO Group is preparing to unveil an immersive booth experience at San Diego Comic-Con. Attendees can expect new product launches, interactive activities, and a massive LEGO diorama of the Convention Center. Special features include a scavenger hunt, a ‘Build Your Own Booth’ station, and exclusive LEGO products. The event promises excitement with celebrity appearances and fun activities for fans of all ages, highlighting LEGO’s long-standing participation in the iconic convention.
San Diego – The LEGO Group is set to unveil an immersive experience at the San Diego Comic-Con 2025, taking place from July 24 to July 27. The LEGO booth, located at #2829, aims to celebrate fandom, creativity, and the distinct spirit of Comic-Con. Visitors can expect a thrilling combination of product launches, interactive activities, and a tribute to the convention’s culture.
A standout feature of the booth will be a sprawling diorama of the San Diego Convention Center, constructed from over 200,000 LEGO bricks. This impressive model will be dotted with hidden Comic-Con Easter eggs, offering attendees a chance to engage in a scavenger hunt. The booth will provide opportunities for hands-on activities, including the “Build Your Own Booth” station, where creations made by visitors will be incorporated into the diorama each day. Participants will also receive an exclusive “San Diego LEGO-Con” pop badge for their involvement.
The LEGO experience extends beyond simple play, with fans invited to take part in a series of daily photo-based tasks and riddles that comprise the “LEGO Side Quest” scavenger hunt. This engaging activity allows fans a chance to win swag packs, with 20 randomly selected participants rewarded with a premium swag pack highlighted by exclusive LEGO products. In addition, the event is expected to feature celebrity appearances, adding a layer of excitement for attendees.
Highlighting the occasion, LEGO will launch several new products during Comic-Con 2025, appealing to diverse fan interests:
Pre-orders for several of these new products are expected to begin during the show, with some items available on LEGO.com starting July 23. Additionally, the booth will provide free printed guidebooks for the San Diego LEGO-Con at the front desk, ensuring visitors have all the information they need to navigate the experience.
The design of the LEGO booth captures the aesthetic essence of Comic-Con, featuring custom life-sized LEGO builds and themed banners that encourage photo opportunities. Beyond the booth experience, LEGO will offer more extensive programming, including panels and additional activities designed to engage attendees.
The LEGO Group has been a staple participant at the San Diego Comic-Con since 2003, and this year’s immersive presentation aims to honor the convention’s legacy while celebrating the culture of creativity and fandom. Comic-Con 2025 is poised to be a thrilling event, and LEGO’s interactive offerings promise to enhance the experience for attendees of all ages.
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