6 Lessons for brands from San Diego Comic-Con 2024
San Diego Comic-Con (SDCC) is known as THE epicenter for fans of all things pop culture. Naturally, EQL decided to get in on the action. Using our vantage point in the center of culture and commerce (and by clocking nearly 60,000+ combined steps per day) we picked up some interesting insights for brands as we look to finish out 2024 and head into 2025.
1. It's More Niche Than You Think
While waiting in line for a sneaker release, I struck up a conversation with a Ninja Turtle super fan. Since I had time waiting in line (more on that in a bit), I wanted to learn more about his fandom. I learned quickly that he was not just a card collector or a vinyl collector, but an everything TMNYT collector. It’s a takeaway I saw again and again, and a good reminder: fandom is matrixed in more ways than we think.
Coming from sneakers, I think a lot about fans of those larger categories, but there are fans of characters, shows, etc. that don’t fall neatly into those boxes. The fans who dress up as their favorite characters are all-in—they'll buy, wear, and support anything connected to their beloved characters. This passion isn't limited to major brands, either; fans are constantly on the lookout for fresh and unique items, from hats to apparel to toys. These fandoms aren’t drying out anytime soon.
What’s interesting to think about is when those “everything” collectors cross over into categories that have higher heat, and find themselves competing, experiencing coming up against the demand that they aren’t familiar with. Think about this. If Beyonce fans love Beyonce, but she drops collab within a category they’re new to, they deserve as much of a good experience as the people who chase that category.
2. Event lines are still terrible (and unnecessary)
Long lines are the bane of any big event, and SDCC is no exception. Fans and brands alike lamented the chaotic, time-consuming nature of queuing on the floor. I had nightmares about these lines from my last trip to SDCC and had to begrudgingly relive them.
But we have to flex, McFarlane's booth stood out for using QR codes leading to EQL-powered launches, making the experience smoother and faster. While other brands tried different systems like wristbands or pre-registration, the results were mixed, often leading to disjointed and lengthy wait times. It's still crystal clear that the time spent in line is time lost enjoying the rest of the convention.
3. Demand Is heavily influenced by culture
It might seem obvious, but demand for collectibles often mirrors the popularity of related media.
For instance, the value of Captain America comics has spiked with the rise of Marvel films. But not all characters benefit equally—successful movies are key. As seen in the latest Deadpool movie, even Marvel knows they need to recapture that magic. We're eager to see which characters gain fandom and how that affects the market for their collectibles.
4. Brands that get fandom really get it
Some brands truly understand their fans. They don't just aim to profit; they're focused on creating meaningful, memorable, and positive experiences. These brands carefully consider what they produce, the quantity, and the fairness of their releases. They aim to keep things limited and exclusive without falling prey to bots and scalpers. The vibes from their fans were different — more connected, more passionate. It matters. You can feel it.
5. The Digital Layer Matters
Any in-person experience can still benefit from a solid digital component. SDCC sprawls across multiple levels of the San Diego Convention Center and nearby hotels, with thousands of exhibitors and countless panels.
Navigating this sea of options can be (admittedly) overwhelming as an attendee. A unified, user-friendly digital layer could simplify things, helping attendees find information, secure wristbands, and understand each exhibitor's release methods. (ahem, like a single, easy-to-use launch platform where you can enter to get new collectibles…)
6. Collectibles Brands Are Innovating
The world of collectibles is expanding beyond the basics. It's no longer just about comic books, trading cards, and action figures. Brands are getting creative, blending different products to appeal to diverse consumer groups.
AEW, for example, teamed up with DC Comics to promote their own comic book. Hro offers physical/digital trading cards with an online leaderboard. FiGPiNS combines cel art with trading cards. Collaborations with influencers and pop culture icons, like Moose Toys with Mr. Beast and Magic: The Gathering with Brain Dead, are becoming more common. And fans are paying attention.
SDCC, well done. We’ll be back.
Looking for a better way to launch your products (at an event or otherwise?) Get in touch and learn more about how EQL can help.
