Back in January, as part of its half-yearly report, Games Workshop said of Warhammer that "we own what we believe is some of the most underexploited intellectual property globally". Corpo-speak aside, I think it's true—there's an odd aspect to the worlds of Warhammer that they're very widely loved, but the main way of engaging with them is still via quite a specific, niche hobby.
Regularly I meet people who love the lore, the artwork, and the vibes of Warhammer, but simply don't have the bandwidth to build an army of little plastic men—and they're very limited in how they can interact with it as a result. There's a reason GW sell so many of those damn Horus Heresy books—it's because it's one of the only ways of getting into Warhammer that doesn't involve a paintbrush.
