The Exhibitor Hall is SDCC’s beating heart—an epic showcase of comics, merch, games, toys, TV, film, and more, all crammed into the Convention Center’s Exhibit Halls A through F. Whether you’re hunting variant comic covers in Artist’s Alley, tapping into indie press stalls, or lining up for major booths, this is your go-to floor.

The fair is organized by category:

1. Artist’s Alley – Located near the entrance (usually Hall G), where artists sell prints, take commissions, and meet fans .

2. Small Press & Fan Tables – Boutique publishers and fan groups are grouped nearby.

3. Main Exhibitor Floor (A–F) – Big names like Marvel, Lucasfilm, TV networks, and gaming giants dominate the central zones.

You’ll find interactive floor maps available on Comic‑Con’s official site and trusted fan blogs, with booth locations for Marvel, Funko, LEGO, and more

Expect a full blend of:

• Major brands & studios: Marvel Entertainment, Lucasfilm/Star Wars pavilion, Disney TV, Nickelodeon, Paramount+, Doctor Who area.

• Top toy and collectibles booths: Funko, Hasbro, Mattel, Bandai, LEGO, Jazwares—and yes, plenty of exclusive merch.

• Gaming groups: Caps like Capcom, Blizzard, and Ubisoft (Nintendo notably absent last year) .

• Comics and small press: Boom! Studios, Image, Dark Horse, Oni Press, IDW—and a burst of indie publishers and artists.

Additionally, scores of new creators appear each year through lotteries for Artist’s Alley tables