As a riff on the setting of the popular mockumentary-style series, we brought the fictional Willard R. Abbott Elementary to life by building the school directly on the SDCC grounds. Attendees were greeted by “fellow teachers”, who guided them through the halls, office, and classroom of the school to prepare them for their first day of teaching; stopping along the way for interactive activities aligning with the teacher orientation theme.

For familiar fans, several Easter eggs were found within the rooms, while those unfamiliar with the show were educated on what to expect from this award-winning comedy. Guests relaxed in the school bus lounge while enjoying performances from the Abbott Step Crew and Double Dutch jumpers or watching full episodes of Abbott Elementary streaming inside. Abbott-branded gym bags with exclusive pins were up for grabs each day of the activation.

To give back, we teamed up with Scholastic to fund classrooms, and personally give thanks to the teachers who made a difference in attendees’ lives.