San Diego Comic-Con (SDCC) has been one of the most prolific sources of exclusive LEGO sets over the past twenty years. Starting in 2004, a wide variety of exclusive LEGO sets were sold at San Diego Comic-Con (aka The Nerd Prom). Join BrickNerd as we look back at this unique assortment of sets. We hope you have fun learning about some sets you never knew existed!
To keep the scope of this article manageable, we’ll focus on exclusive buildable sets. If I’m brave enough, I’ll tackle all the Comic-Con exclusive minifigures at a later date.
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2004 - Humble Beginnings
The first exclusive SDCC set I know of was the Bionicle Toa Vakama from 2004. This was a repackaged version of the retail version of the 8601 set.
The set was supposed to include an exclusive shooter disk with the SDCC logo. There must have been a production issue since the BrickLink catalog listing specifies “Does Not Contain Exclusive Disk.” At least you can (barely) see what the exclusive disk was supposed to look like in the photo.
2008 - Start of the Annual Exclusives
There were two exclusive sets available in 2008. The first was the Clone Wars Pack from the Star Wars universe. This was a unique combination of retail sets Hailfire Droid & Spider Droid (7670), Droids Battle Pack (7654), four Clone Troopers and the ever-popular Captain Rex Minifigure. You had better think twice before trying to add this set to your collection—it sells for an eye-watering sum in the multiple thousands!
The second 2008 exclusive was the Indiana Jones BrickMaster Pack. This set was unique in that it really was a double exclusive. One half of the SDCC set was the 20004 Jungle Cruiser polybag set, originally from the short-lived USA only BrickMaster subscription service.
The rest of the fun scene from the Kingdom of the Crystal Skull movie is unique to this set. One interesting aspect is how portions of the sticker sheet from the 7623 Temple Escape set were incorporated into this exclusive.
2009 - BrickMaster Double Exclusive
The 2009 Mini Republic Dropship Mini AT-TE BrickMaster Pack set followed the same double exclusive format. The 20009 polybag set from the BrickMaster subscription service was one-half of the SDCC set. The other half was the unique Dropship model. Combined, the two models were an excellent smaller-scale rendition of the minifigure-scale 10195 Dropship model.
As a side note, I had a bit of an unhappy building experience building my Dropship. My model was missing 14 different parts and had even more extra parts of varying types. I know that when LEGOLAND California produced some homegrown exclusive models, they used to subcontract set part counting and packaging to an agency that trained and employed individuals needing work experience. I suspect a similar resource was used for this small production volume set. So, while it was a minor inconvenience for me, I fully support giving these types of employment opportunities to people trying to maximize their abilities!
2010 - Not Just Any Dude, They’re CubeDudes!
CubeDudes were started by avid AFOL and former Pixar Director Angus MacLane (read all about him here). They were all the rage for a few years, with many AFOLs building hundreds of fun characters. Jumping on the trend in 2010, LEGO commissioned and brought the Clone Wars version of five CubeDude characters to SDCC. There are clearly some similarities with the BrickHeadz product line that LEGO released a few years later. (More on that to come….).
This will be the first of several exclusive sets we’ll highlight from events other than SDCC. This companion set of Bounty Hunter CubeDudes was available to purchase at the 2010 Star Wars Fan Celebration. This set came in a cube-shaped (what else would they use?) black box. I like how a common theme and design style was used for multiple events.
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2011 - Counting the Days Until Santa Yoda Arrives
This 2011 SDCC set was exclusive more in the packaging aspect rather than the building content. (It is a way of having an exclusive product while allowing everyone else in the world the same opportunity to get the set, just without the special packaging.) The 7958 Star Wars advent calendar set came in a unique outer cardboard box. While the 7958 advent calendar was later available from retail sources, the Comic-Con version was available several months earlier. It was quite a fun way to herald the arrival of Star Wars advent calendars.
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2012 - A Real Tasty Oddity…
While San Diego Comic-Con is THE Comic-Con, there are other slightly smaller venues including New York Comic Con (NYCC) that host similar events. The Antonios Pizza-Rama set was apparently tied in with the pizza-loving Teenage Mutant Ninja Turtles while paying homage to the New York-style pizza. The modest set is decent enough, but I think the packaging was a really fun aspect.
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Confessions of a Comic-Con Virgin
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Before I go too much further, I have a confession to make. Despite living in San Diego for over 20 years, I’ve never been to Comic-Con! My interest in attending has thus far been superseded by my frugality and aversion to crowds. One day, perhaps…
But I mention this at this point in the timeline for a reason. Until 2012, I could usually get the SDCC exclusives thanks to AFOL friends and coworkers attending Comic-Con. They might have had to wait in line or shown a little perseverance, but the sets were reasonably attainable.
Starting in 2012, there seemed to be a marked shift, with most sets being purchased by resellers rather than LEGO fans, making these sets even more challenging to obtain.
2012 - No Spring-Loaded Snakes in These Cans
A trio of exclusive sets were released at three events in 2012, packaged in unique (for LEGO) metal cans. The three sets were Chibi-style small-scale versions of notable Star Wars sets. It seems that these were perhaps a trial precursor to the Microfighter theme which had its retail launch in 2014 and continues today.
Darth Maul's Sith Infiltrator was the San Diego Comic-Con 2012 exclusive set. This set included the Darth Maul polybag minifigure.
Luke Skywalker's Landspeeder was the New York Comic-Con 2012 exclusive set.
Rounding out the 2012 trio was Boba Fett's Slave I Star Wars Celebration VI exclusive set.
2013 - Good Things Come in Small Packages
From 2013 to 2015, eleven exclusive sets were released in identical-sized rectangular boxes.
In 2013, there were a pair of SDCC exclusives.
Micro Scale Bag End was a miniature version of Bilbo Baggins’ house from the Hobbit movies. It is scaled down from minifigure scale set 79003 (which undoubtably was one of the most popular LEGO sets from The Lord of the Rings and Hobbit series). This same year LEGO even displayed a life-sized version of the 79003 set outside of the SDCC convention halls!
This was accompanied by the JEK-14 Mini Stealth Starfighter though you had to get them seperately at the event.
2014 - Rise of the Vehicles
In 2014, LEGO began releasing MULTIPLE exclusive sets at the same event and started making exclusives for more varied events. In the interest of time, I won’t provide commentary on each and instead list them with my pictures for reference.
The Ghost Starship - San Diego Comic-Con 2014 Exclusive
The Ghost Starship - Fan Expo Canada 2014 Exclusive
This is the first of two exclusive sets from the Fan Expo event in Canada. They are both variations of other exclusives with a different minifigure and packaging. I was unaware of these until researching this article!
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Rocket Raccoon's Warbird - San Diego Comic-Con 2014 Exclusive
Batman Classic TV Series Batmobile - San Diego Comic-Con 2014 Exclusive
I’m really fond of this version of the Batmobile. Growing up as a child in the 1960s, the TV show version of the Batmobile is firmly ingrained in my mind as the real Batmobile.
2015 - Make A Scene
In 2015, LEGO’s exclusives shifted from vehicle-based to creating a famous or noteworthy scene from a particular movie or comic.
Throne of Ultron - San Diego Comic-Con 2015 Exclusive
During a virtual presentation in recent years, Justin Ramsden talked about having designed this set. It was sad to hear that even as the designer, he hadn’t received a boxed copy of the set. (Justin, if you’re reading this, contact us and perhaps we can work out a trade!)
Action Comics #1 Superman - San Diego Comic-Con 2015 Exclusive
This is a fun LEGO depiction of the iconic Superman #1 comic book cover.
A word of warning to anyone hoping to make a replica model like I did (all the models in this section are replicas): the green roof element is surprisingly unique to this exclusive set and is quite difficult to get a hold of. As is often the case, I get by with a little help from my friends!
Dagobah Mini-build - San Diego Comic-Con 2015 Exclusive
Interestingly, this exclusive set is almost like last year’s Dagobah diorama that was available widely from LEGO.
Tatooine Mini-build (with C-3PO) - Star Wars Celebration Anaheim Exclusive
Tatooine Mini-build (with R2-D2) - Fan Expo Canada 2015 Exclusive
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2016 and 2017 - BrickHeadz Frenzy
2016 ushered in a new era of Comic-Con exclusive BrickHeadz sets. This series ran for two years and featured comic and pop culture characters. I’m certain that many BrickHeadz collectors were glad when the exclusives ended so they didn’t need to pay high after-market prices! (I’ve enjoyed building several BrickHeadz models, but they are certainly not a theme I collect. There is too much repetitive nature to the builds for my taste.)
Superman & Wonder Woman - San Diego Comic-Con 2016 Exclusive 41490
Batman & The Joker - San Diego Comic-Con 2016 Exclusive 41491
Iron Man & Captain America - San Diego Comic-Con 2016 Exclusive 41492
Black Panther & Dr. Strange - San Diego Comic-Con 2016 Exclusive 41493
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The exclusive BrickHeadz frenzy continued in 2017 with three more exclusive double packs, this time expanding into the realm of Star Wars as well as Marvel and DC Comics.
Supergirl & Martian Manhunter - San Diego Comic-Con 2017 Exclusive 41496
Spider-Man & Venom - San Diego Comic-Con 2017 Exclusive 41497
Boba Fett & Han Solo in Carbonite - New York Comic-Con 2017 Exclusive 41498
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Many of you readers might know these are not all of the exclusive BrickHeadz since LEGO released a retailer excusive series of LEGO Movie 2 characters and has created region-specific BrickHeadz for store openings… but those exclusives are a subject for another day.
2017 - Continuing the Star Wars and Pop Culture Exclusives
In addition to the three BrickHeadz 2017 exclusives shown above, a fourth 2017 exclusive Detention Block Rescue (CELEB2017) was released at the Star Wars Celebration. That event is like a Comic-Con for Star Wars, so I’m including it here.
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One set I am not including, though, is 2016’s Escape the Space Slug as it was only available from LEGO stores for a select group of invited super fans. While very exclusive, it was not available from an event.
2018 to 2019 - Getting Busty
A trio of SDCC 2018 exclusives were available to attendees, this time in boxes roughly the size of a VHS tape. The box art was provided by AFOL and illustrator Paul Lee and inspired our Nerdvember Comics Contest in 2021.
Ant-Man and the Wasp - San Diego Comic-Con 2018 Exclusive 75997
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Aquaman and Storm - San Diego Comic-Con 2018 Exclusive 75996
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Millennium Falcon Cockpit - San Diego Comic-Con 2018 Exclusive 75512
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2019 - The Last Class
The class of 2019 exclusives followed a familiar pattern and included three sets from SDCC plus a fourth from Star Wars Celebration.
Darth Vader Bust - 2019 Star Wars Celebration and Target 75227
Sith Trooper Bust - San Diego Comic-Con 2019 Exclusive 77901
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It’s worth noting that these twosets were traditional sculptural-style busts including the upper shoulders. They were a slightly different style than the helmet series that was later released for retail sale. Interestingly, the Vader bust was made available via Target for a brief period of time.
Captain Marvel and the Asis - San Diego Comic-Con 2019 Exclusive 77902
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The Dark Knight of Gotham City - San Diego Comic-Con 2019 Exclusive 77903
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It is worth noting that this Batman exclusive bears a striking resemblance to a currently available polybag with a similar gargoyle and a rubber cowl.
And Then the Pandemic Arrived…
A full array of exclusive sets were planned, designed and produced for SDCC 2020 meant to be the biggest and best yet. With the convention canceled due to the COVID-19 pandemic, LEGO pivoted and offered the sets for sale via multiple avenues in the USA. While this gave a potentially larger audience a chance to purchase the limited quantities of kits, there were still distribution problems. The biggest issue was rather than limiting the sets to one per customer, multiple quantities could be ordered which sped up the depletion of the limited supplies.
The other interesting note about these sets is that only one of the four had “San Diego Comic-Con” marking on the package. Perhaps the other three hadn’t been packaged prior to the event cancelation and LEGO was able to update the artwork to say ‘Special Limited Edition’ instead. The same holds true for the Bespin Duel set that had been intended for the Star Wars Celebration but lacks that marking.
Nebulon-B Frigate 77904 - LEGO Shop at Home (S@H) and Amazon
Taskmaster's Ambush 77905 - LEGO S@H and Amazon
Wonder Woman 77906 - LEGO S@H and Walmart
Toad's Special Hideaway Expansion Set 77907 - LEGO S@H and Target
Bespin Duel 75294 - LEGO S@H and Target
End of an Era?
Sadly, there were no exclusive LEGO sets sold at SDCC in 2021, 2022, 2023 or 2024. I’m uncertain if this was in response to the outcry about limited distribution sets or if LEGO is just shifting its marketing focus. Often times the purpose of exclusive sets is to create “buzz” in the marketplace and drive increased sales of core retail product lines. Perhaps the resellers ended up benefitting more than LEGO did or maybe LEGO shifted to providing an exclusive experience rather than product.
The LEGO Group has taken steps in recent years to reduce the number of regional or retailer-exclusive sets in an effort to keep their customers happy (well, maybe not happy but complaining less for what OTHER fans could get but not them). But there will always continue to be some unique exclusive sets for example the employee holiday gifts, LEGO Inside Tour sets, and LEGO House exclusives.
Preview of Things to Come?
The one exception so far has been exclusive packaging or early release of a retail set. The 2022 Star Wars Celebration offered attendees the chance to purchase Obi-Wan Kenobi & Darth Vader BrickHeadz early, but a with Star Wars Celebration 2022 sleeve, listed as 40547-2.
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Perhaps this will be the winning combination to satisfy both exclusive collectors and the larger retail audience. If so, LEGO may look back and see the 2011 Star Wars Advent Calendar had these attributes all along!
There’s More to LEGO Than Building
As much as I enjoy collecting and building SDCC LEGO exclusive sets, they sometimes offer more meaningful memories in the hunt to obtain them or gift them to people who want them. I was able to help a BrickNerd patron be a hero on Christmas morning when her children were able to open one of the exclusives.
And when I visited Billund, Denmark in 2019, I took the Darth Vader bust set to a long-time Danish LEGO designer friend. He stated that even the Star Wars design team hadn’t gotten that set! Time will tell what other unique opportunities the exclusives may bring (call me Justin)!
Best of BrickNerd - Article originally published on October 13, 2023.
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