San Diego Comic-Con 2026 runs July 23 to 26, and Hasbro’s official convention lineup, announced July 20, gives Transformers the biggest footprint of any brand at Booth 3213. Here is everything a Transformers fan needs to know before the doors open, in one place.

The exclusives: G1 cereal box Optimus Prime and Jazz

The headline Hasbro Pulse Store exclusive is the Transformers Optimus Prime and Autobot Jazz Cereal Box Set, priced at $74.99. The set packs a 5.5 inch Deluxe Class Optimus Prime that converts from bot to truck in 14 steps, complete with a trailer that opens into the classic combat deck and repair bay plus 7 accessories, alongside a 3.5 inch Autobot Jazz that converts to sports car in 8 steps.

The packaging is the story: an 80s breakfast cereal box, complete with faux nutrition facts (“Cybertronian Ingredients”), cut out tech spec cards, and a box that folds into a cereal bot. Hasbro says it will be sold at the booth while supplies last, with limited quantities hitting HasbroPulse.com after the convention.

Front of the SDCC 2026 exclusive Transformers cereal box packaging, showing G1 style Optimus Prime box art over a bowl of pink Energon cereal, with a Special Edition flash and an Autobot Jazz Included banner in the corner

Source: Hasbro

The second Transformers exclusive is stranger and arguably more collectible: the Transformers Jem and the Holograms set at $59.99, a four figure crossover built around a 7 inch Autobot Blaster in Jem inspired deco that converts from bot to boom box in 20 steps. It comes with three new mini cassettes, KP Rosanna, KP Glit, and KP Sundor, plus retro tech spec cards and 8 accessories including a keytar and a microphone.

The panel: Friday, July 24, 5:00 pm PT

The Hasbro Transformers Panel lands Friday, July 24 from 5:00 to 6:00 pm PT in Room 25ABC, where the Transformers Toy Development team will unveil new character figures from across the brand, with a Q&A to follow time permitting. Based on Hasbro’s pre show messaging, expect reveals across Studio Series, Age of the Primes, collaborations, and exclusives for 2026 and 2027. Fans who are not in San Diego can catch panel highlights and product reveals on the Hasbro Pulse YouTube channel.

On the comics side, Skybound’s Energon Universe panel runs Saturday, July 25 at 4:30 pm in Room 5AB, with Robert Kirkman, Joshua Williamson, Conor Hughes, and Skybound publisher Sean Mackiewicz laying out the next phase of the shared universe spanning Transformers, G.I. Joe, Void Rivals, and M.A.S.K.

The concert: 40 years of The Transformers: The Movie

Thursday night, July 23, Hasbro’s year long “Apology Tour” for a certain 1986 character death reaches its high point: a Celebration of Life Concert at House of Blues San Diego marking the 40th anniversary of The Transformers: The Movie. The bill features Knights of Unicron performing The Transformers: The Movie: The Soundtrack: The Reformatted Edition live, Stan Bush performing The Touch, plus Vince DiCola, whose score defined the film, Cold Slither from the world of G.I. Joe, and Britta Phillips, the original singing voice of Jem. Show only merchandise will be on sale, and tickets remain available through the event page.

It is a big week for the 1986 film all around: as we covered earlier, MESHUGGAH debuts a 40th anniversary Transformers shirt and signing at the Reigning Phoenix Music and Stern Pinball booth on Friday.

Partner booths worth the walk

Beyond Booth 3213, Hasbro’s licensed partners are carrying serious Transformers hardware. THREEZERO (Booth 2944) has two purchasable exclusives, the MDLX G2 Heroes Combat Megatron and a DLX Optimus Primal Beast Wars Universe Edition. Robosen (Booth 2629) is showing its new interactive Soundwave and Megatron alongside the ELITE Optimus Prime with a new Trailer and Bumblebee. Symbiote Studios (Booth 5629) brings its largest ever Transformers plush lineup headlined by an SDCC exclusive Grimlock G2 plush, plus signings with voice actors Frank Todaro and Gregg Berger. Iron Studios (Booth 1815) has an Optimus Prime Art Scale statue among its premium collectibles, and Stern Pinball (Booth 4039) runs playable Transformers pinball plus exclusive physical media of the Reformatted soundtrack.

No movie side announcements are on the official schedule, so the film beat stays quiet until Paramount says otherwise; our standing tracker on that front is the next Transformers movie hub. We will cover the Friday panel reveals as they land.

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