“Critical Role” were announced to appear at Edinburgh Castle 11-13^th July 2026.

A multi-platform entertainment company and video series where professional actors play Dungeons and Dragons, this cultural phenomenon spanned live streams, publishing, animation and, of course, merchandise.

We knew the crowds would be significant – the tickets sold out in under an hour.

Setting up in the Hub at the foot of the Castle esplanade, we mobilised an army of retail merchandisers and security staff (for crowd management) in one of the hottest weekends of the year, to satisfy demand from brand fans from all over the world.

And set about retailing merchandise that the fans couldn’t get enough of – so much so that we had to stop the queues to ensure we had merchandise for the actual live show.

• Venue set up
• Staff recruitment and training
• Security and queue management
• Inventory control

Nearly 17,000 items sold in 2 days.

Close to 6,000 transactions.

An eye-watering (but commercially confidential) average spend.

Constant daytime and show-night trading (the blisters on our feet were evidence if this).