Talking Brands: From Top Trumps to VR experiences… Where could Warhammer’s licensing journey go next?

Steve McInerny,
Director, Sharp Sharp Creative

I loved to get immersed in the whole Warhammer and Warhammer 40,000 universe as a kid/teenager. My dad used to take my brother and me to Games Workshop, I’m sure for his own enjoyment as much as ours.

Games Workshop and Warhammer has explored many brand extensions, from vaguely disturbing death metal records to American football for orcs. So, what to suggest? A Farrow and Ball/Citadel Paints interiors paint range containing Orruk Flesh green and Inkubi Darkness? A special edition of Vanish stain remover to get rid of the stains from said Citadel paints and bloodstains from scalpel mishaps when assembling and painting the figures?

I would argue that Warhammer can be inaccessible to younger players because of the high cost of the miniatures, the patience needed to paint them all and then plan your army before a game – not to mention that it can all be a bit serious at times. My suggestion is a simpler version of Warhammer for younger or more casual players, which is faster to pick up but still contains the freedom and detailed world-building of the original. I would replace the custom miniatures with another range of miniatures which most households already have – LEGO minifigures.

This would be a great chance to give that unloved astronaut minifigure a glow up and turn her into a Space Marine, or that Ninjago Warrior into a Daughter of Khaine. I had a look online and see I’m not the first to suggest a Warhammer LEGO range, though as far as I know it’s yet to materialise into any products… While it may have limited commercial benefits initially for Games Workshop as they wouldn’t be making the figures, it’s a step I’d love to see them take to expand their future audience.

Kelly Gunstone,
Licensing & US Business Development Manager, Winning Moves

At Top Trumps, we thrive on epic clashes and trying to beat your opponents in the ultimate battle – no universe delivers battle on a grander scale than Warhammer 40,000. If we had access to the Games Workshop license, we could develop a Warhammer 40,000: Top Trumps Ultimate Battles series… An immersive, collectible range bringing the grim, darkness of the far future to the fast-paced, strategic gameplay of Top Trumps.

Each deck could focus on key factions, including the Imperium of Man, Chaos, Xenos and War Machines, featuring legendary heroes, monstrous warlords and devastating vehicles. Players would compare unique stats such as Battle Prowess, Psychic Might, Firepower, and Tactical Influence, making every matchup feel like a true Warhammer 40K skirmish.

We know that Warhammer fans are dedicated, and special collectible editions could enhance collectability. We could use special foil and limited-edition cards featuring Primarchs, Titans and characters like Abaddon and Guilliman. Expanding on Top Trumps’ classic format, we’d also incorporate Faction Abilities, giving certain cards powerful effects, mirroring their tabletop strengths.

This feels like a perfect gateway product, appealing to both Warhammer veterans and newcomers. It taps into the hobbyist mindset – collecting, comparing and strategising – while offering an accessible, quick-play format. Plus, its impulse-buy appeal makes it ideal for gaming stores, bookstores and major retailers.

Paul Bufton,
Founder & MD, Licensed Ltd

We’re a Games Workshop family – both of my sons played and painted when they were younger. My eldest (now an adult) regularly plays the current video game and recently bought some figures to build and paint as he likes the mindfulness aspect of the activity. I’ve always been in admiration of Games Workshop as not only are they a home-grown success story with a fantastic business model, but they also drive creativity and community through their fanbase.

If I had the opportunity to license their IP, I’d take the success of the current video game – Warhammer 40,000: Space Marine 2 – to the next level with an immersive location-based VR combat gaming experience. It would be a seamless brand journey from marketing and ticketing all the way through to the location itself. You could play as groups of friends or team up with others (very much like you do in the online game).

Once you’ve completed your quest, there would be time to hang out afterwards to play some table-top Warhammer, or check out the latest products in the state-of-the-art retail outlet – or grab something to eat or drink in a fully themed restaurant. It’s a pretty edgy title aimed at teens and adults, so not really suited to younger players, but there’s a big enough fanbase to make this kind of unique destination a success.

Corinne Duckworth,
Commercial Executive, Dreamtex

The Games Workshop license holds so much opportunity to develop into so many different licensing categories. Virtual games have been developed already, but I think there is an opportunity to expand that further into the virtual reality world, where players can interact with other players on a platform which immerses them directly into the game. As this game is based around the imagination, it would be amazing to bring the worlds to life using state of the art technology such as headsets with built in sound systems and reactive controllers.

Building on this, I think there is a real opportunity to bring the Games Workshop license into the real world and have an interactive attraction based around the most popular worlds in the games. Licensed attractions are a hub for fans to experience what, up until that point, they have only imagined. With licenses built on fantasy, in-person attractions are an opportunity to showcase the amazing games and stories within play.

Matthew Garnerbundy-Higgs,
Sales Account Manager, Pawprint Family

While I may never have been a regular haunter of games such as Dungeons & Dragons and Warhammer, I am a proud, self-proclaimed Stranger Things geek. Having heard of D&D pre-Stranger Things, and knowing people who had always played it, and similarly Warhammer, the intrigue was always there. Until the day came that I was invited to a small, independent “geek” collectors’ shop in Blackburn, had a look at all the mini-figurine creatures wondering where I fit into this completely new realm… I was then taken through a curtain and into a backroom where I was greeted by many excited people of all ages and a large table replica of a mythical world. I quite literally thought to myself: “This must be where the magic happens.” As the three-hour long game commenced – and having a theatre and performance background – I instantly loved watching these complete strangers immerse themselves into a world created by their own imagination. I now understood!

While I am aware there is already an extensive range of Warhammer micro-collectibles out there, I do feel there is space for a range of “mini” arm backpacks, clipped around players’ wrists for them to safely transport their character pieces around when travelling to their next Warhammer meeting. How cool to be able to sit down to a game, both hands on the table because you mean business, unzip from your wrist, and unleash your chosen army! Think Pikachu coming out of his Poke-ball. The range would include more than one size to tailor for small armies through to larger ones. I’m now beginning to wonder where my nearest ‘Geek Retreat’ is… It might just finally be time for my next game!