A LEGO replica of the San Diego Convention Center, “Star Wars” costumes and an inflatable version of Liam Neeson were among the sightings on Wednesday.

San Diego Comic Con (SDCC) 2025 begins on Thursday, July 23, and will run throughout the weekend until Sunday, July 27. Each of the four days has a packed schedule of celebrity panels, exclusive previews and interactive exhibits, but the first three days are the most busy for movie and TV show announcements.

The Stranger Things BrickHeadz set will cost $40, and will be available to pre-order starting tonight from Lego’s official website, ahead of its release on October 1—well ahead of the first volume of Stranger Things ‘ fifth and final season dropping on Netflix November 26.

Comic-Con 2025 is about to reenter the Grid. Disney will unveil details about “Tron: Ares,” which stars Jared Leto, Jeff Bridges and Greta Lee at an evening presentation in Comic-Con’s famed Hall H.

The finalists of 'Lego Masters" stop by to show off some of their exciting builds while discussing their upcoming Comic-Con panel. The 'Lego Masters' season finale airs Monday.

The LEGO Group isn’t just hanging out at the booth this year. The company is featured on two panels: the LEGO Ninjago Adventure Continues panel, which is today from 2:15-3:15 p.m. PT, and the LEGO Masters: Back Behind the Brick panel, which will be tomorrow, July 25, from 4:30-5:30 p.m. PT. You can find San Diego LEGO-Con at Booth No. 2829.

Allison Tabitha, of Orlando, Fla., dressed as Zelda from the “Legend of Zelda” video game, poses for photographers before the 2025 Comic-Con International Preview Night on Wednesday, July 23, 2025, in San Diego. (AP Photo/Chris Pizzello)

Comic-Con 2025 is expected to attract tens of thousands of attendees over its run, generating a regional impact of more than $160 million.