BoxLunch returned to San Diego Comic Con (SDCC) this year with their truck of treats, giveaways, and Trading Station. This is the second year the fandom-frist retailer brought their truck to the convention.

BoxLunch Truck at SDCC

A must stop-destination outside of the world’s largest convention, the fan-forward experience provided visitors with their very own BoxLunch grab bag, including accessories and surprises across a variety of IPs and fandoms. After snagging collectibles, fans were able to trade amongst themselves at BoxLunch’s dedicated Trading Stastion. Under the hot July sun, fans were also able to grab sweet treats, including ice cream sandwiches, popsicles, and more. The fun continued for on and off site fans with a BoxLunch sweepstakes, where people were given the chance to win a $500 SDCC prize pack.

As part of the continued BoxLunch celebration, the brand also partnered with enamel pin collectible company, FiGPIN. The dedicated “FiGPIN Day” presented an opportunity for fans to receive rare artist proof pins and catch other exciting surprises.

Interview with BoxLunch SVP of Merchandising and Maketing

Rick Vargas, BoxLunch’s SVP of Merchandising and Marketing, spoke to Jenna Wrenn at the BoxLunch truck on Thursday, July 25, 2024. Vargas discussed the success BoxLunch had in bringing the truck to SDCC last year. That success feuled the return of the event in2024.

This is our second year doing the BoxLunch truck. Last year, we didn’t know what to expect. We thought, hey, let’s put the truck out there and we’ll give away some some free gifts and some ice cream. And it was just unbelievable how many folks were really attracted to the truck. 

We were able to tell our mission and what our story is a little bit. And I think this year just kind of amplifies from that moment. So this year, it’s just great to see so many people show up so early and really just be excited about what we’re doing and excited about being part of this event.

BoxLunch brought more than just treats and sweets to SDCC. Vargas explained how BoxLunch has partnered with Feeding America since the company’s inception nine years ago. The partnership allows them to effectively localize their meal donations to those in need. For every $10 a shopper spends, BoxLunch donates one meal to the Feeding America network in the local community. 

[BoxLunch] started in 2015, and since we started, we have always had this relationship with Feeding America. We knew that, as we developed the concept, that we had the opportunity to give back to our community in a meaningful way. We were looking for partners who had the ability to localize the effort. Feeding America was a natural fit. 

[BoxLunch] localizes meals. So if you buy, let’s say, from a store here in San Diego, we’ll make sure that that meal donated goes to the San Diego area. So we localize the effort and try our best to make sure that whatever dollars you spent, the contribution you make goes directly to some of the very close in your community. So that’s that’s our mission.

More information about BoxLunch’s partnership with Feeding America can be found here.