This boils down to the fact that Warhammer has long had a perception issue. An image caption in the article still suggests models can be made of tin, but the publisher hasn't sold tin miniatures in over 10 years and metal minis are becoming increasingly rare, with only a handful of older kits produced. Presumably this followed a lot of corrections sent in by the community but, as wargamer Willard Foxton Todd noted on Twitter, there’s a reason Games Workshop is press-averse. This has now been updated to say the hobby “is seen to attract an older, more male following” with models that cost “anywhere between £10 and £100-plus”, “while tiny pots of paint start at about £3”. Warhammer has long had a perception issue, couched in a myth that is partly true, partly false: it's expensive, and the preserve of wealthy kids and childish adults. The article originally cited that the hobby is “seen to attract an older, more male following - with deep pockets”, writing that customers would buy “intricate models can cost about £100” along with “tiny points of paint, with names such as “plaguebearer flesh” can cost more than a tenner”. This week, The Guardian covered Games Workshop’s financial success again, and caused a little bit of fuss in the online Warhammer community. The Guardian's deep dive into the hobby a few years ago investigated the myriad factors behind the recent surge of hobbyists, but also managed to completely elide the huge impact a more open social media lead strategy had had on the company, suggesting it only communicated with fans via the magazine White Dwarf. Yet the hobby largely remains a mystery to those outside.īuying and painting tiny plastic figures has niche appeal and, as such, reports tend to get things wrong through lack of firsthand experience. The Economist, the BBC and The Guardian have all penned reports on the miniatures maker’s phenomenal financial gains over the last couple of years. Games Workshop has become a big enough presence over the last few years that you can read about it in a lot of mainstream press.
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