NYCC is about to kick off so hold on to your hats. As the show has become more and more about branding, my inbox has been flooded with invites to pop-ups and demos and walkthroughs. There will not be enough time in the day to sample all of these. But a few notes before we enter the maelstrom:
§ The show opens with Retailer Day for pros, press and retailers. There will be 20 different five-minute presentations from publishers and other entities. I will try to live tweet some of it but my mind might quickly crumble. We’ll see. Lots to talk about! 
§ Elsewhere Marvel is hitting the streets with Super Hero Scoops, a limited-time traveling ice cream experience. Or what we once called an ice cream truck. Instead of the tinkly theme beloved to children of all ages, this truck will tinkle an “iconic Marvel anthem reimagined into a classic ice-cream truck jingle.” Probably Avengers, but I’d prefer the theme from Ant-Man or Black Widow.
You will be able to chose from “character-inspired frozen creations, collectibles, and memorable moments that surprise, delight, and celebrate Marvel’s rich legacy in the city of New York.” Brands include Edy’s® ice cream, Nestlé®, and Häagen-Dazs®. Mmmmmm, ice cream.
The truck will hit several boroughs, starting today in Queens. The first 500 fans at each location will receive a mix of giveaways and Marvel collectibles. They will also be tested with trivia, because you have to EARN that ice cream.
The locations:
Day 1: Wednesday, October 8
• Stop 1 (11AM – 2PM) – Queens – Vernon Blvd & 41st
• Stop 2 (3:30PM – 5:30PM) – Brooklyn – Washington St & Water St
Day 2: Thursday, October 9
• Stop 1 (11AM – 2PM) – Midtown – 51st St & 6th Ave
• Stop 2 (3:30PM – 5:30PM) – Javits – W 42nd St & 11th Ave
Day 3: Saturday, October 11
• Stop 1 (10:30AM – 12:30PM) – Hell’s Kitchen – 53rd St & 11th Ave
• Stop 2 (2PM – 5:30PM) – Javits – W 42nd St & 11th Ave
While I will not be sampling Marvel ice cream today, maybe I’ll scarf some gelato later to be there in spirit.
§ Another invite arrived from Sanrio offering what can only ominously be called a “preview night” viewing of the My Melody & Kuromi Game Plaza.
NYCC does not have a Wednesday preview night……yet. When I interviewed showrunner Kristina Rogers a few weeks back, I asked her about this and she said “We’ll see….We’re closer than not.” It will come as no surprise that NYCC Preview Night is coming. San Diego’s goes from 6-9 on Wednesday night, and it’s easy to imagine a similar time frame for NYCC in the nearish future. The problem, of course, is getting booths ready in time, but….it’s coming.
As for the Sanrio pop-up:
This will be a must-see stop for Sanrio fans attending NYCC, marking the U.S. debut of the My Melody & Kuromi Game Plaza following its successful launch in Tokyo this summer.
Attendees can look forward to exclusive digital games inspired by the iconic duo, along with supercute photo opportunities, limited-edition merchandise, and special giveaways. The pop-up will also feature memorable meet-and-greet moments with My Melody and Kuromi from 12:00-3:00pm from Thursday through Sunday.
Ice cream and My Melody. NYCC is off to a rousing start.
Stay tuned to The Beat for more coverage from NYCC ’25.
