Sindbaek's (2022) critique of the new exhibitions on the Viking Age at the Swedish History Museum and National Museum of Denmark starts and ends on a cautionary note, signalling a risk that museums face a 'perilous path' to a future as potential 'captives' of the Vikings. At first glance his warning might seem counterintuitive, coming as it does at a moment of triumph for Vikings in the public arena.Never before has there been such a range of accessible, popular entertainments on a Viking theme. Vikings have loomed large in new releases for the home entertainment scene during the pandemic years, whose lockdowns put Viking exhibitions beyond the reach of many. Most conspicuous, perhaps, are the lavish television serials (The Last Kingdom, Norsemen, Vikings) available for streaming in households worldwide. Assassin's Creed: Valhalla, which launched in autumn 2020, brought Vikings into one of the most successful videogame franchises of recent times. This year has seen the theatrical release of The Northman, whose promotional campaign posted outsize images of its bare-chested hero wherever it was screened. At the time of writing, the fourth in a series of Thor movies, spanning more than a decade, is in cinemas. This profusion of Viking-flavoured output from major studios and software houses proves just how marketable and commercially successful the Viking brand has been. What is more, a distinctive Viking style or aesthetic has entered the mainstream, moving beyond the sub-cultures (Viking metal, biker gangs, fantasy fiction) that have traditionally deployed its iconography. Themed pubs, axe-throwing cen-York Archaeological Trust