[mmorriso]

My guess would be that, like other 80s properties, many of the first generation of fans have now grown into adults with disposable incomes. I know thats the case with me and my circle.

[cess11]

I had the same thought. In high school around the turn of the millenium the warhammerers either got a few injections per year to their collections, as presents from relatives or from saved up allowances, unless they made a small business out of painting and selling figures.

Ten-fifteen years later they've started making big monies compared to a kid, and nostalgia is a powerful marketing tool.

Once the iPad generations take over I suspect Games Workshop will have it tougher.

[Fomite]

They did really well with people returning to the hobby, especially during the pandemic.

[Symbiote]

They got me to some extent. I bought one of the largest models just the day before the first lockdown.

I never completed it, but since then I have played the smaller (Monopoly board size) game, Warcry.

The friends I discovered were playing the full-size games spend hundreds every week or two.

[techterrier]

Adults with disposable incomes...who also have kids of warhammerable age.