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At San Diego Comic-Con in 2017, “exclusive” meant more than a scarce toy: it could be a variant cover, a signed book, a numbered collectible, or even an artist’s one-of-a-kind drawing. These items were marked by their connection to the convention, but that did not always mean they stayed unavailable elsewhere afterward. Daniel Rasmus’s 2017 GeekWire report shows how fan enthusiasm, limited runs and vendor planning combined to make convention exclusives a market of their own.
What made a Comic-Con collectible an “exclusive”?
In Rasmus’s 2017 account, an exclusive was an item available only at San Diego Comic-Con, generally identified by a sticker, stamp or similar mark linking it to the event. The term covered many formats rather than one kind of product:
- Toys with a different color, design or configuration from the regular release
- Specially printed posters and variant comic or magazine covers
- Numbered runs, bundled collections and signed books
- One-off drawings and other unique artist pieces
- Promotional activities and vendor experiences tied to the convention
Some variations were relatively modest. Diamond Select Toys representative Zach Oat explained that “some exclusives trade in simple color variations painted on models made from existing molds.” The event connection, limited availability at the booth and collector appeal could matter as much as a wholly new design.
Why collectors sought them out
Collectors did not all pursue the same thing. Some focused on a manufacturer, franchise, character or medium; others wanted an item tied to a particular convention. The 2017 report also describes attendees buying for friends, keeping favorite pieces and selling others to help fund more purchases. Shop owners and online resellers were part of the scene, too.
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- Funko DC Comics Pop! Heroes
- Two-Face Vinyl Figure
- 2021 L.A. Comic Con Exclusive
- Collect all of the DC Comics POPs
For some fans, the draw was the chance to bring home something they could not simply pick up at a regular shop. Game of Thrones fan JP de Guzman said of a plush-dragon set, “You can’t get these at retail. I wait a year to come here and get something special.” A limited supply and the risk of arriving at a booth after an item had sold out made that desire more urgent. Scarcity, however, does not by itself establish an item’s quality or future value.
How vendors developed convention exclusives
The work could begin well before the convention. Rasmus’s reporting describes vendors tracking trends, using their own judgment about what fans might like and coordinating with licensing partners. Established franchises could draw on current attention and nostalgia; newer properties carried the risk that audience interest might shift. Some products took years to move through sculpting, molding, casting, packaging and shipping.
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- The ruler of the inhumans and his teleporting canine companion styled as Funko pop figures
- A 2018 San Diego comic-con exclusive
- Figures stand 3 3/4" tall
- Black bolt is glow in the dark for nocturnal adventures requiring illumination
- Lockjaw is depicted mid-teleportation
Choosing the idea
Entertainment Earth affiliate coordinator Bethany Grenald described a fan-led approach: “We are fans ourselves. We target what we believe fans will like.” She also said, “We are dedicated to the fans. They love exclusives. We fill that need.”
Reviewing the product
For Diamond Select Toys’ Star Trek “Final Flight” Enterprise, Oat said development took a year and involved successive studio reviews: “We reviewed the 2D concept, list of characters, the unpainted sculpt, the painted sculpt and the packaging with the studio.” That example shows how a licensed collectible could require approval across multiple stages, not just a final design check.
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- HERE COMES THE DEADPOOL: This collectible Deadpool action figure is inspired by the character's appearance in classic Deadpool, X-Force, and X-Men comic books
- MAXIMUM DESIGN AND DECO: Fans and collectors can display premium Marvel 6 inch action figures (15 cm) with comics-inspired design and deco in their collection
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Making an item useful as well as collectible
Fandom was not the only route to appeal. Factory Entertainment president and CEO Jordan Schwartz pointed to a functional product: “One of our best selling items this year is an HBO Game of Thrones Hand of the Queen bottle opener,” he said in 2017. An object that could be used as well as displayed offered a different kind of draw.
Examples and prices reported in 2017
The following examples and prices are historical figures reported by GeekWire in 2017; they are not current availability or price guidance.
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- Inspired by X-Men Issue #1
- 1:10th Scale posed figure with environmental base and backdrop scene
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| Item | What the 2017 report said |
|---|---|
| Entertainment Earth Star Trek: TNG NCC-1701D Monitor Mate | 350 pieces; $10, as reported by GeekWire in 2017. |
| Factory Entertainment STAR labs ID badges | $15, as reported by GeekWire in 2017. |
| Star Trek USS Enterprise “Final Flight” starship | $65 at Comic-Con, as reported by GeekWire in 2017. |
| Stan Lee-penned graphic novel from Factory Entertainment | $250; GeekWire reported that preordered copies were handed out pre-signed by Lee in 2017. |
| Mezco Toyz One:12 Collective X-Men Deadpool exclusive | GeekWire reported an $80 Comic-Con price and one later eBay sale at $132.50 in 2017. This is one reported resale, not a typical return or present-day valuation. |
The report also mentions Mattel and LEGO convention exclusives and describes long, difficult queues for some products. It does not establish current queue procedures or how any of these items can be bought today.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What happened to exclusives after the convention?
“Exclusive” did not always mean permanently obtainable only at the event. According to the 2017 report, leftovers could pass to distributors and later appear through retail or online channels. Separately, attendees or other sellers could resell items that had sold out at the convention.
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Those are distinct paths: one is later sale of remaining stock; the other is resale of an item someone already acquired. The distinction helps explain why a convention-marked collectible might still turn up after the event, while fans who missed a limited release could also encounter it at a higher resale price.
Why the exclusives mattered to the convention
Rasmus’s report presents exclusives as part of a cycle connecting vendors and fans: anticipated releases drew collectors to booths, and visible queues brought additional attention to the products and brands. That is the article’s account of the 2017 market, not a quantified claim about the effect of exclusives today.
Quick Recap
Product prices and availability are accurate as of the date/time indicated and are subject to change. Any price and availability information displayed on Amazon at the time of purchase will apply.
