Hasbro, Mattel and others unveil new must-have merchandise at SDCC 2026

San Diego Comic Con It started earlier this week, marking an early start to Christmas for nerds like us. The annual pop culture convention runs through tomorrow, July 26, and offers our first look at tons of great new merchandise, including toys, collectibles, apparel, and more. Plus you don’t need a ticket to participate in the event.

Plenty of gear is already available to purchase or pre-order online, and CNET’s shopping experts have compiled a list of all the SDCC must-haves below. We’ll continue to update this list as we get new giveaways throughout the event, so be sure to check back often.

It’s also worth noting that new merchandise like this can sell out in a heartbeat, so if you see something you want, you should get your order in sooner rather than later.

The best new merchandise from SDCC 2026

Hasbro: Zelda collectibles, KPop Demon Hunters and more

KPOP DEMON HUNTERS Rumi Sain-Geom Excellent electronic sword

Hasbro is bringing the heat with a lot of new collectibles this year. There are over a dozen figures and replicas available already, with more on the way throughout the weekend. Pre-orders are open now, and some items have already sold out.

Funko: New limited edition figures

Three Funko figures on a green gradient CNET background.

Funko has something for every Comic-Con fan, including new figures for fans of One Piece, Invincible, Star Wars, and more. There are also some limited edition figures that you’ll have to enter into a raffle for a chance to purchase, including a 20-figure SDCC2026 pack for superfans.

Mattel: toys, clothes, etc

Warthog building set on a CNET yellow gradient background.

Mattel’s got a lot of new gear to help you show off your geek side this year. There’s new clothing for Monster High and Masters of the Universe fans, along with Hot Wheels toys, WWE figures, and even a new Halo UNSC M12 Warthog building set.

Mondo: High-end characters

All four Teenage Mutant Ninja Turtles characters are on a red gradient CNET background.

Mondo makes some detailed figures for hardcore collectors, and they have some new pieces you can pick up now. The Masters of the Universe 200X Keldor and Ghostbusters Citizen Ghost figures are only available until July 28, and there are also some new Deadpool and Teenage Mutant Ninja Turtle figures.

Walmart Collector Con

Walmart is getting into the Comic-Con spirit by running its own event featuring a slew of characters, vehicles, and more. With Street Fighter, Star Wars, Transformers (and more!) all represented, we’re sure there will be something for everyone.

What is San Diego Comic Con?

While it’s technically a comic book convention, SDCC is also so much more. It’s one of the biggest pop culture events of the year, and also covers movies, TV shows, video games, anime, and more. In addition, it usually brings huge advertisements, Exciting reveals And lots of great new merchandise.

When is San Diego Comic Con 2026?

San Diego Comic-Con is a four-day event that usually takes place sometime in July. This year’s event began on July 23 and is scheduled to run until Sunday, July 26. Keep in mind that most big reveals are saved for last, so you’ll need to keep an eye on things throughout the weekend.

What was announced at this year’s Comic-Con?

Although we’re not yet halfway through the action, we’ve already gotten some of it Exciting ads. SDCC 2026 gave us our first look at the highly anticipated limited series Blade Runner 2099, the animated show Avatar: Seven Havens, the third season of Percy Jackson and the Olympians, and much more. Additionally, we expect more reveals throughout the weekend.

Max is a freelance writer on CNET’s Commerce team with a passion for movies, TV, gaming, and all things pop culture. When he’s not covering the latest technology, he can usually be found traveling the world, training martial arts, or watching one too many movies at home.

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