More Fun, Less Stress: LEGO at SDCC 2025
/Today’s guest article comes from Chris Castagnetto who shares his experience visiting San Diego Comic-Con.
From July 23–27, LEGO returned to San Diego Comic-Con (one of the biggest pop culture conventions on the planet) with a weekend full of fan experiences and interactive activities. As an AFOL, pop culture fan, and longtime Comic-Con attendee (since 2002), I’ve seen the ups and downs of LEGO’s presence over the years. So how did 2025 stack up?
In this recap, I’ll walk through my LEGO Comic-Con experience covering the panels, booth activities, swag, and some standout moments that made this year feel fresh, fun, and (for once) surprisingly low-stress.
LEGO Panels: Ninjago
As in years past, LEGO kicked off Comic-Con in a big way on Thursday with their traditional animation panel. This year, it was all about Ninjago and it was a blast. The panel featured executive producers Pamela Keller and Ryan Burns, head writers Chris “Doc” Wyatt and Kevin Burke, and voice actors Vincent Tong (Kai) and Kazumi Evans (Wyldfyre). Together, they gave fans an exciting look at what’s next for Ninjago: Dragons Rising Season 3.5 and teased even more content on the horizon.
A trailer was shown and the season will really be focusing on the growth and character development (which is a nice change of pace from the norm). There was also plenty of buzz around Ninjago Legends: Monstrosity, a darker, grittier standalone story that explores Kai in isolation. It’s an edgier take for the franchise, designed for fans who, as the panel joked, “want to be scared after 9 p.m.”
One of the highlights came when Vincent and Kazumi did a live script reading of a special scene inspired by the Hot Ones challenge—and it was hilarious. They really got into their characters, complete with dramatic spice-induced voice acting. The crowd loved it.
The panel then opened up to some Q&A from the numerous fans in the audience that led to some exciting reveals and cryptic hints (feel free to skip ahead if Ninjago is not your thing):
Season 3 Part 2 will air in October
We’ll learn more about Aaron’s parents
The Ninja may visit the land of Lee
We will find out what’s going on with Jay
Season 4 has officially been greenlit
More Legends content is coming—but no details yet on when or who it’ll feature
Unnamed realms will appear in the next half of the season
Characters will be pushed to emotional places they have never been before
Old villains are returning (no names yet)
Chima is in the wildness (this is cannon)
Nexo Knights is not one of the realms
There may be Legends content about the administration
Hints that the weekend whip may return for the 15th anniversary
Wyldfyre’s backstory might be explored down the line
Chima is not an immediate priority for Dragons Rising but it may come up in the future
Lots of big plans for the 15th anniversary but nothing Chima related
Just because we haven’t seen a character doesn’t mean they vanished in the merge
And of course, it wouldn’t be a Ninjago panel without a classic fan moment. One returning attendee asked if Dareth’s hopes and dreams would be rebuilt in future seasons, given what occurred in Season 3. Following that question, the fan presented the panelists with a brick separator with some brown plates and tiles to be used to “Rebuild Dareth’s hopes and dreams,” and the crowd went wild.
LEGO Panels: LEGO Masters
The LEGO Masters panel this year took a deep dive into the Season 5 finale, bringing together the final three teams for a lively behind-the-scenes discussion. The panel offered a rare look into what it’s really like to compete on the show, from build strategies to emotional highs and lows. Some Fox executives discussed the show, its challenges, and the process and thought that goes into it.
Fan-favorite challenges like the water-themed builds and masquerade challenge got special attention, with builders sharing just how tricky (and thrilling) those episodes were to pull off. One consistent theme? Everyone agreed that host Will Arnett is a 10/10. The builders shared a few off-camera stories too—including one involving contestants, bullwhips, and a moment that apparently got shut down by the execs before it could get really interesting.
Amy and Jaimie, the show’s resident judges, also earned praise. Several builders said it felt like going to school, being taught by “the greatest professors of all time.”
The panel also gave fans a glimpse into LEGO Masters Jr., the kid-focused spin-off that’s been generating a lot of buzz. The builds may be smaller in scale, but not in ambition—according to the panel, some of the junior creations could rival what the adults pulled off. Upcoming challenges will include Harry Potter, Ninjago, and Disney themes.
In a nice full-circle moment, producers shared that LEGO Masters Jr. was asked for by by Comic-Con fans at a panel two years ago. Just one week later, development on the show officially began. It’s great to see how the community had an effect on the show.
During the audience Q&A, one question brought the house down: “Will we ever see a challenge based on LEGO Friends and mini-dolls?” The crowd erupted, and even the producer grinned and said it was a good idea to “give the people what they want.” Maybe it’s only a matter of time.
LEGO’s Comic-Con Booth: Build Your Own Convention
LEGO’s booth on the Comic-Con show floor was a highlight this year—colorful, creative, a version of the convention itself. It was divided into four areas.
At the front of the booth, brand ambassadors greeted visitors and shared information about the weekend’s activities, including signings and meet-and-greets. The center of the booth featured a massive LEGO recreation of the San Diego Convention Center, complete with an evolving exhibit hall filled with iconic booths from past years. Even better, there was space for attendees to build their own convention booths and add them to the display—an ongoing crowd-sourced MOC that grew throughout the weekend.
@djhelsing Mini convention at #comiccon was dope. What do you think? #lego #legos #legotok #sdcc #sdcc2025 ♬ Walking Around - Instrumental Version - Eldar Kedem
Behind that was a large building area where fans could design and submit their own mini booths for a chance to be featured in the giant convention display. Staff selected a few each day to be added, giving everyone—kids and adults alike—a shot at Comic-Con fame.
Outside the booth, LEGO went big with brick-built statues of fan-favorite characters including K-2SO, Banana Peely, Elphaba, and Glinda. These life-sized builds made for popular photo ops and flanked the area where LEGO displayed newly revealed sets and insider exclusives.
What stood out most about the booth this year was its layout. It was open and accessible and avoided the usual bottlenecks thanks to its wall-free design and thoughtful traffic flow. Unlike past years, there were no chaotic lines, no claustrophobic archways, and no need to elbow your way through a crowd. It was a surprisingly relaxed and enjoyable experience, and one that encouraged creativity rather than stress.
LEGO Swag & Booth Activities: Less Stress, More Fun
The core focus of LEGO this year was showcasing the sets and creating fun moments, not giving out exclusives and swag—which is a good thing. The first and most visible bit of swag was a daily rotating Pop Badge. Fans could earn one by building a mini convention booth and submitting it for display. The process was quick, easy, and open to everyone. No stock shortages, no lines, no tears from crying children (or AFOLs).
The second type of swag came from booth signings. Attendees could pick up posters from Star Wars: Rebuild the Galaxy (signed by the cast), Ninjago, and LEGO Masters (signed by the Season 5 finalists), along with various LEGO magazines and other promotional posters. These were fun keepsakes and didn’t require camping out or fighting crowds.
The third (and most elaborate) swag opportunity was a daily giveaway bundle. To participate, fans had to visit the booth, scan a QR code, complete a series of photo challenges using a web app, and then wait for an email to see if they won. The prizes included a mix of the day’s swag and a signed One Piece LEGO set. Compared to previous years, it was a massive improvement—no panic-inducing stampedes, just a randomized drawing for those who played along. The app had its hiccups (live photo uploads only, no gallery uploads, and spotty internet), but overall it was a smoother and fairer experience.
One of the biggest surprises this year was the release of a custom minifigure torso available for purchase online during the convention window, plus downloadable background images for LEGO Insider members. The banner designs echoed the colorful booth decor and gave even remote fans something to enjoy. The only downside? The limited-time access was tough for those dealing with bad reception at the show. A couple extra buffer days would’ve helped.
The big reveal this year, though, was the custom minifig torso, which anyone was able to purchase online as well as the free custom background images for insider members to download. (Though initially rumored to be for a limited time only, the Minifigure Factory Comic-Con designs are still available at the time of publishing.) I like that the exclusive was inclusive to all LEGO Insiders members and not just those who attended in person. It wasn’t about chasing exclusives; it was about creating a good experience.
A Fan-Friendly Convention Win
Overall, LEGO’s presence at San Diego Comic-Con 2025 felt like a win—for fans, families, and builders alike. The panels were energetic and full of personality, the booth was open and inviting, and the activities struck the right balance between fun and accessible. From spontaneous meet-and-greets to creative build stations, unique photo ops, and a fair (and refreshingly stress-free) swag system, it all came together to create a genuinely enjoyable experience.
Have you ever been to Comic-Con? What booth would you have built? Let us know in the comments below!
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