The international pop culture event, San Diego Comic Con, is to remain in America’s Finest City until 2021.
Love it or hate it, the LEGO Group have attended the convention regularly for a decade, offering limited edition sets and minifigures exclusively at the event. Although the company has also dabbled in other events, such as New York Comic Con and Fan Expo Canada, it is San Diego Comic Con that has had a consistent LEGO presence thanks to the size and media coverage of the convention.
Deadline reports the news:
The re-up comes two years after contentious negotiations between the organization and the city that lasted until just a week before Comic-Con 2015. That eventual renewal through 2018 came after months of talks to keep the lucrative and ever-expanding fanboy and fangirl confab at the convention center, and even more months of not-so-behind-the-scenes lobbying by Los Angeles and Anaheim in an effort to move the convention up north.