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Marvel and Citizen Watch are bringing ice cream, trivia, and more to the streets of New York

A Marvel-themed ice cream truck will make its way across Queens, Brooklyn, and Manhattan this weekend in celebration of New York Comic Con 2025!

Amazing Spider-Man #10 variant cover — Image credit: Dike Ruan (Marvel Comics)

News by Jules Chin Greene, Staff Writer

Published on Wed Oct 08 2025

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In terms of unlikely but impossible to dismiss pairings, ice cream and Marvel go hand in hand. For example, I knew that 2018's Spider-Man: Into the Spider-Verse was going to be an amazing movie the moment that a low-res image of a melted Spider-Man ice cream bar appeared onscreen in the first few minutes of the film. There's also the mutant character Soft Serve, whose mutation gives her the ability to poop out ice cream. (Take that, Ice Man.) And, of course, there's Eye-Scream. (Yes, there's really an X-Men character called 'Eye-Scream.')

Coinciding with New York Comic Con 2025, Citizen Watch and Marvel are teaming up to drive an ice cream truck around Manhattan, Brooklyn, and Queens for three days to dole out "Marvel-inspired frozen treats" and Avengers-themed Dryer's Grand Ice Cream, as well as what is being described as "Marvel-inspired giveaways [and] trivia prizes," not to mention the chance to win a Marvel-themed Citizen watch. Regrettably, Soft Serve (the X-Man, not the form of ice cream) is not featured in one of the Citizen watches. They will, however, always live on in our hearts.

You'd better be quick if you want to take advantage, however; the giveaways are limited to the first 500 guests hitting up the truck, as per organizers.

For the lucky New Yorkers able to participate, here's a look at the locations and times of the Marvel ice cream truck:

Wednesday, October 8

(10:30-11AM) Press preview: Queens, 41st Ave & Ed Koch Queensboro Bridge Path, near Queensboro Bridge
(11AM - 2PM) - Queens, 41st Ave & Ed Koch Queensboro Bridge Path, near Queensboro Bridge
(3:30PM - 5:30PM) - Brooklyn, Plymouth St & Water St

Thursday, October 9

(11AM - 2PM) - Midtown - 6th Ave & 51st St
(3:30PM - 5:30PM) - Javits - W 42nd St & 11th Ave

Saturday, October 11

(10:30AM - 12PM) - Hell’s Kitchen, 11th Ave, between 53rd & 54th, across from Clinton Park
(2PM - 5:30PM) - Javits - W 42nd St & 11th Ave

Bring your empty bellies and your trivia-filled minds, and you just might walk away with a giveaway. Sadly, artist Bob Quinn, the creator of Soft Serve, will not be in attendance at New York Comic Con this year.

Here's everything you need to enjoy New York Comic Con 2025:

About New York Comic Con

Welcome home, hero. This is your event where you can feel unafraid to geek out. Where you’re accepted and embraced for being yourself, regardless of your cultural background, physical ability, personal identity, or self-expression. Where you can experience the best in pop culture, be inspired, get star struck, treat yourself, and create all of those memories with the people you care about the most.

Dates

Oct 10 - Oct 13

Location

New York City
United States

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Jules Chin Greene: Jules Chin Greene is a journalist and Jack Kirby enthusiast. He has written about comics, video games, movies, and television for sites such as Nerdist, AIPT, and Multiverse of Color.