Games Workshop has accidentally stumbled onto a red-hot retail trend with their Space Marine models, and you’ll never guess what it is.
An article from NBC News about adults buying more toys got us thinking, and it really seems like GW stumbled onto one of the hottest trends and areas of growth for the toy industry in 2022.
We all love hobbying and toys, so we know something about buying products for nostalgia! We’d be lying if we said we didn’t buy into certain board games, tabletop games, video games, etc… due to nostalgia, but more mainstream media seems to be catching onto the idea.
Games Workshop Accidentally Stumbled Onto the Hottest Retail Trend
Primaris Marines have always been a hot topic for both new and old hobbyists. With their reboot of Space Marines, GW has accidentally stumbled onto the hottest retail sales trends of adults buying nostalgic toys!
It seems like Games Workshop was ahead of the curve and onboarded this idea of people buying into their childhood with Primaris Space Marines because they needed something new to revamp the thirty year-old line!
Just read what NBC said and think of how it applies to the Warhammer hobby:
There are two things keeping the toy industry afloat right now: inflation and a consumer group known as “kidults.”
These kids at heart are responsible for one-fourth of all toy sales annually, around $9 billion worth, and are the biggest driver of growth throughout the industry, according to data from the NPD Group.
Kidults, who tend to spend more on toys, have a great fondness for cartoons, superheroes and collectibles that remind them of their childhood. They buy merchandise such as action figures, Lego sets and dolls that might typically be considered “for kids.” However, in recent years, toy makers have created product lines just for these consumers, realizing that demand is high for this generation of adults who still want to have fun.
Obviously, if you play with little toy soldiers, you are probably a bit of a Kidult! This is interesting, though when considering GW and Space Marines specifically. Initially, they did it as a way to reboot their most popular line and a way to get all the existing people to buy more models.
However, it might have had an unexpected result and got a lot of kidults back into the hobby (or at least buy new minis) with a revamp of their favorites from childhood.
Plus, it opens the door for other licensed products like JOYTOY action figures, etc…
The Long Drought
If you think about it, the 3rd edition of 40k came out way back in 1998 (don’t worry, if you played, it doesn’t mean you’re old, just seasoned), and Space Marines honestly never had a giant change from 3rd to 8th editions. Sure, there were new minis, chapters, and such, but the idea of the Space Marines was basically the same for a long time. While new factions and other factions had radical changes, the staple of Space Marines more or less stayed the same.
Then, basically, 20 years later, from the 3rd edition (and about 30 years from the first edition in 1988) GW released Primaris Marines in 2017 for 8th Edition! Not only did they get a new scale, but they also grabbed new units, vehicles, and rules.
Just think of those people who hadn’t played in maybe 5-15 years, making more money as an adult, and suddenly, on some social media, they see this shiny new Primaris. The nostalgia kicks in, and they have to relive childhood with those awesome new minis!
Sure, Games Workshop probably planned on some of this in their forecasting, but according to NBC this is more the norm now rather than the exception!
Using Older Artwork To Sell The New Primaris
Then, they did something even more nostalgic and created a ton of reworked characters from a tone of Marc Gibbons’ iconic artwork from yesteryear. Man, this hits nostalgia hard if you read any of the old books or codexes.
Even if you hadn’t played in 15 years, seeing a mini based on the amazing work of Marc Gibbons would make anyone want to buy a few models again! Obviously, Games Workshop had to understand what was happening with this retail marketing trend. Here is one last interesting concept from the NBC article to take with you before we go:
This kidulting trend started to rise in prominence around a decade ago, as superhero movies and comic book culture exploded into the mainstream. It became more consequential to the bottom lines of toy companies in the last five years, said James Zahn, editor in chief of “The Toy Book” and senior editor of “The Toy Insider.”
Perhaps, Games Workshop didn’t miss the trend of hobbyists born in the 70s and 80s with all the new Primaris and using old artwork for new minis after all. So it sounds like Primaris Space Marines arrived just on time in 2017 for new and veteran hobbyists alike to enjoy!
Check out the latest Warhammer 40k rumors for the rest of the 9th and even 10th Edition, new releases, and more!
Here’s the most up-to-date list of new Games Workshop bits from preview models that we should watch out for. Click on the gallery above to see dozens of Rumor Engines with new models still to be revealed!
- New Primaris Space Marines 40k Rules & Minis
- Warhammer 40k 10th Edition Rules & Rumors
- Imperial Guard Rules & Rumors
- New World Eaters Codex & Models Rumors
- Even More Warhammer Going For Super Cheap on eBay
- Latest New JOYTOY Action Figures & Discounts for Warhammer 40k
- Get 40k RPG Books & Black Library Cheap On Humble Bundle
All the Latest Warhammer Rules & Model Rumors
Do you think Games Workshop knew of the Kidulting retail trend, or were they just trying to keep Space Marines interesting with the new Primaris?
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About the Author: Rob Baer
Rob Baer
Job Title: Managing Editor
Founded Spikey Bits in 2009
Socials: Rob Baer on Facebook and @catdaddymbg on X
About Rob Baer: Founder, Publisher, & Managing Editor of Spikey Bits, the leading tabletop gaming news website focused on the hobby side of wargaming and miniatures.
Rob also co-founded and currently hosts the Long War Podcast, which has over 350 episodes and focuses on tabletop miniatures gaming, specializing in Warhammer 40k. and spent six years writing for Bell of Lost Souls.
Every year, along with his co-hosts, he helps host the Long War 40k Doubles Tournament at Adepticon and the Long War 40k Doubles at Las Vegas Open, which attracts over 350 players from around the world.
Rob has won many Warhammer 40k Tournaments over the years, including multiple first-place finishes in Warhammer 40k Grand Tournaments over the years and even winning 1st place at the Adepticon 40k Team Tournament.
With over 30 years of experience in retail and distribution, Rob knows all the products and exactly which ones are the best. As a member of GAMA (Game Manufacturers Association), he advocates for gaming stores and manufacturers in these difficult times, always looking for the next big thing to feature for the miniatures hobby, helping everyone to provide the value consumers want.
While he’s played every edition of Warhammer 40k and Warhammer Fantasy (since 5th Edition) and has been hobbying on miniatures since the 1980s, Titans of all sizes will always be his favorite! It’s even rumored that his hobby vault rivals the Solemnance Galleries, containing rulebooks filled with lore from editions long past, ancient packs of black-bordered Magic Cards, and models made of both pewter and resin.
