From it’s humble beginnings in Los Angeles in 1945, Mattel has grown into a behemoth of a toy and entertainment brand that has delighted generations of players and collectors. With its diverse and engaging lines, including Barbie, Hot Wheels, and many more, Mattel has managed to weather any storm in the toy market, and has grown to become the world’s second largest toy maker.
At San Diego Comic-Con, Mattel is always one of the hottest destinations on the show floor. Their line-up of fan-favorite franchises like Monster High, WWE, and Jurassic Park capture the imagination of pop culture enthusiasts with a presence that features immersive booth displays, engaging activities, and sought-after exclusives.
Hot off the heels of the 2026 Masters of the Universe feature film, the Mattel booth will be hosting a Skeletor Cosplay Pose-Off on Saturday, July 25 at 10:45am. All eras and ages of Skeletor are welcome to come strike their very best menacing pose. Whether you’re channeling the “Discs of Doom” version, the dimensional-crossing OG blue-skinned baddie, or even the recent gym-bro version, you’ll want to come compete for eternal bragging rights during San Diego Comic-Con.
Fans can purchase this year’s exclusives at Booth #2945, though they’ll need a win first in the Comic-Con Exclusives Portal lottery when it opens, which will grant them a specific time to head to the booth to purchase. For those looking to purchase online, exclusives will also be available for pre-order starting July 23, with a limit of 2 per item per customer.
Now, let’s dive into their exclusives:
[UPDATE June 29]
Mattel is back with their final round of San Diego Comic-Con exclusives today, all of which will be available for pre-order online starting Thursday, July 23 at 9am PT.
First, they’re making a splash with their Monster High Skullector Ghouls Rule Lagoona Blue Doll. The 10.5″ doll is dressed for a Halloween masquerade she’s hosting at the Eerie Aquarium, and is all eerie elegance with deep-sea details, from her flowing pleated dress with dramatic fin-inspired sleeves to skeletal eel accessories and an angler fish masquerade mask complete with a glowing pearl.
The doll features 11 points of articulation, long blonde hair with aqua streaks, iridescent makeup, fin-shaped earrings, and fabric thigh-high boots paired with mesh socks. She comes displayed on a custom stand featuring dark waves and kraken tentacles, all housed in premium themed packaging with a Certificate of Authenticity. You can pick her up for $80, and she’s limited to two per customer.
Then, it’s really our moment, as one of KPop Demon Hunters‘ most memorable scenes gets the Mattel treatment with this KPop Demon Hunters “How It’s Done” Ramyeon Figure 3-Pack. Inspired by the moment Rumi, Mira, and Zoey pause for a quick ramyeon break in the middle of the action, the three chibi-style figures feature the HUNTR/X trio enjoying their noodles while still dressed in their signature performance outfits.
Each 4″ figure features glittery makeup, unique hair finishes, and a color-coordinated display stand. The set is packaged inside a plane-themed diorama inspired by the film, complete with exposed wiring, demon silhouettes, foil accents, hidden Easter eggs, and a window display that opens from the back for easy access. You can pick it up for $50.
By the power of those abs! Mattel is leaning into one of the new Masters of the Universe movie (which is excellent and you should see it), and one of the most unexpected moments with Gym Bro Skeletor.
Fans can pick up the Gym Bro Skeletor Action Figure, inspired by a scene where Skeletor invades Prince Adam’s mind and takes on the persona of an over-the-top gym enthusiast. The figure trades his usual armor for a sleeveless purple hoodie, gym shorts, tube socks, and sneakers. Naturally, he’s ready for leg day, complete with a loaded barbell, dumbbells with premium metal accents, and even a personalized gym towel.
The exclusive also comes in fitness-inspired packaging that draws from a 1980s workout video. You don’t need a gym membership to score him — just $50.
This year’s Jurassic Park exclusive is paying homage to the city of San Diego, with a Jurassic World Hammond Collection 25th Anniversary Comic-Style Velociraptor. In honor of the 25th anniversary of Jurassic Park III, Mattel has unleashed a 4″ tall, specially styled version of the predator, featuring comic-style deco, multiple points of articulation.
It’s the first time in the Hammond Collection for the dinosaur in this special comic style, and it even comes packaged in a premium window box featuring an inner comic-panel on display. You can pick it up for $25.
[UPDATE June 22]
As first announced by Forbes this morning, Mattel’s Hot Wheels line is taking a detour through some of pop culture’s biggest fandoms for San Diego Comic-Con this year.
This year’s exclusives celebrate everything from demon-hunting K-pop stars and supernatural adventures in Hawkins to an iconic aerial fight, with all three exclusives releases available at Mattel’s Booth #2945 and online through Mattel Creations during the convention.
Up first, they’re speeding in with Hot Wheels KPop Demon Hunters Porsche 911 GT3 R (992), in which Derpy is trading demon hunting for horsepower. This die-cast collectible is complete with blue fur-inspired deco, tiger stripes, and a “toothy” grille, along with Real Riders wheels and character-themed packaging featuring Derpy and his beloved potted plant. It will be available for $30.
To celebrate the tenth anniversary of Stranger Things, Hot Wheels is revisiting one of the show’s most memorable early moments. The Hawkins Power & Light van comes packaged alongside miniature figures of Mike and Eleven, Dustin, and Lucas on their bikes, recreating the iconic season one escape scene. Fans can pick up the set for $40.
Hot Wheels is also honoring the 40th anniversary of Top Gun with a collectible set recreating one of the film’s most famous aerial fights. It includes both Maverick and Goose’s F-14 Tomcat and the enemy MiG-28, along with a display stand that allows collectors to recreate the legendary inverted flight maneuver. This one is available for $35.
[UPDATE June 17]
Girls just wanna be San Diego Comic-Con exclusives.
Mattel is paying tribute to one of the most rockin’ partnerships in wrestling history with its WWE Rock ‘n Wrestling Connection 3-Pack, which celebrates the 1984 moment when “Rowdy” Roddy Piper™ interviewed pop star Cyndi Lauper™, Captain Lou Albano™ crashed the conversation, and chaos ensued.
All three figures are featured in this SDCC exclusive set, which marks the first-ever Cyndi Lauper action figure and recreates the trio as 6.5″ scale figures with more than 25 points of articulation and Mattel’s TrueFX facial detailing. Lauper comes with an alternate head sculpt and two additional pairs of hands, while Piper also comes with two additional pairs of hands, and Albano gets one extra pair of hands. The set also includes soft good s clothing and gear.
The entire set is packaged inside a premium box designed to resemble a vintage 1980s television, like it stepped straight from the era that inspired it. You can get it at their booth (procedures still TBA) for $80 during San Diego Comic-Con, with limited quantities also available through Mattel Creations online.
