Case study: SDCC 2025
Booth & Launch Campaign
Opportunity
Kidrobot’s previous SDCC booth presence lacked a cohesive branded experience and did not fully spotlight convention exclusives in a way that felt immersive, interactive, or memorable for fans.
The opportunity was to:
elevate the overall booth experience beyond transactional retail
create stronger visual storytelling around exclusive launches
increase fan engagement and booth visibility on the convention floor
unify product, marketing, signage, and experiential elements under one creative direction
reinforce Kidrobot brand presence throughout the entire experience
Solution
Developed a fully integrated “Boardwalk Pier” creative direction inspired by the energy, location, and culture of San Diego Comic-Con. The concept transformed the booth into an immersive retail and fan engagement experience that connected product storytelling, experiential moments, and branded campaign visuals into one cohesive system.
Key creative solutions included:
Custom booth environment inspired by a nostalgic boardwalk pier theme
Unified social and campaign assets aligned with booth visuals and product storytelling
Large-scale convention graphics and focal product displays highlighting first-to-market exclusives
Coordinated licensor approvals for branded environmental graphics and experiential activations including:
Jaws photo opportunity
Santa Cruz booth graphics
Screaming Hand mascot appearance
Artist signing events
Interactive fan engagement moments tied directly to featured launches and DIY collectible activations
Custom exclusive menu boards, branded sticker giveaways, and looping TV content to drive booth energy and visibility
Standardized branded staff uniforms to improve customer approachability and overall booth cohesion
Multi-photo-op environment designed to encourage social sharing and increase booth traffic
The Jaws 8” Dunny became a central visual focal point within the space and helped anchor the booth’s overall storytelling direction.
Approach
Created an Immersive Brand Experience
Transformed the booth from a standard retail space into a themed fan experience inspired by a San Diego boardwalk pier, making the space more interactive, memorable, and visually engaging.
Led Cross-Functional Collaboration
Worked closely with licensors, marketing, events, production, artists, and external partners to manage approvals, align launch timing, and maintain visual consistency across the booth experience.
Built a Cohesive Campaign System
Extended the same creative direction across booth graphics, social media assets, launch announcements, signage, product storytelling, and digital content to create one unified fan experience.
Increased Fan Engagement
Created interactive moments including photo ops, mascot appearances, artist signings, and DIY showcases that encouraged social sharing, fan participation, and longer booth engagement.
Results / Impact
Sold out of multiple convention exclusives and first-to-market launches during the show
Increased visual brand presence and overall booth engagement compared to the previous year
Successfully launched and supported multiple exclusive SKUs across collectibles, apparel, and accessories
Created a more immersive and recognizable Kidrobot brand experience on the SDCC convention floor
Strengthened cross-functional collaboration and licensor alignment across experiential and retail activations
Improved customer navigation and staff visibility through cohesive environmental branding and standardized uniforms
Drove fan-generated social content through interactive photo moments and experiential touchpoints
