Dungeons & Dragons MCM Comic Con Booth

Dungeons & Dragons wanted to do something different for MCM Comic Con 2025: something that engaged players and beginners alike. Together, we wanted to show that D&D is incredibly easy to get into (and a real joy, too).  

To translate the boundless world of Dungeons & Dragons into the confines of a MCM show floor, we prepared an experience that takes fans through the process of creating their own character sheet as they traverse the booth. Our approach strategically utilised the recently launched 2024 Dungeons & Dragons Starter Set. We drew inspiration directly from its images, format and design – meaning that if players went on to purchase it, they would instantly feel familiar with the game.

We also made sure we respect existing D&D fans and extend visitors’ interaction with the brand beyond their time at the booth. To that end, we staffed the booth with experienced Dungeon Masters, worked with the most notable TTRPG content creators in the space to stop by, and had a Quest Board placed at the exit, signalling what performances, products and events a curious D&D player could move onto next!

The final booth took the form of a cosy, wooden-look hub, divided into distinct sections. Attendees stopped by the welcome counter to pick up a simplified character sheet we designed to be easy to understand while on the hectic show floor.

Attendees then followed a step-by-step interactive process to fill out their character’s species, background, class and even equip them with a magical item. Each stop included a different activity, from dice rolling to a huge gashapon-style machine. Players could even talk directly to Tasha and Elminster, famous wizards straight from the D&D universe, to help figure out their perfect character. 

As they left, they had the chance to queue for a small custom portrait of their new adventurer, the cherry on top of their character creation experience!

‍Massive thanks to our fantastic partners at 2BP, who built the booth!