discussion The rise of Warhammer, et al, V "regular" traditional scale modelling?

[pjgtech]

Almost every model shop I go into now, and other related shops, eg: Hobbycraft, etc, all seem to be expanding their Warhammer type offerings, games, figures, vehicles, etc and at the same time floor space for what I would call "regular" or more traditional scale models seems to be reducing.

I suppose the retailers have to respond to current trends and Warhammer and its ilk seem to be the new boys in town and ever popular, but does this mean we are slowly watching the demise of traditional scale modelling?

My local model shop is getting new owners in a week or so, and the new owner is apparently vastly increasing the Warhammer products and also the Lego alternatives Cobi, and will be massively reducing the traditional scale model and trainset / accessories floorspace.
Whereas this shop used to be a massive Lego product store and had a huge scale model section and train section. So its all changing.

Personally I've never been into the whole Warhammer thing, or war gaming, etc, so I suppose its just not for me.
But it is still a form of modelling, is it still scale modelling too, I suppose it is.
And on the plus side, the modelling side of things for Warhammer do use some of the same paints, adhesives, primers, fillers, tools, airbrushes, etc so it should not affect that side of things hopefully.

I think with train sets, layouts, and arguably scale modelling too, etc the demographics is just getting too old and not enough newer or younger people are coming into it maybe?

 

[Andy T]

They're probably just following the market. I know from my son & his mates that some spend a huge amount of money on the hobby, buying the latest armies etc.

He makes a bit back from commission work or selling old models, but I look around the house and see hundreds of pounds worth of stuff, some fully battle ready (painted & based) but many are still "grey armies" (built but unpainted) as they went out of fashion or something better was released.

GW have a great marketing strategy. Whilst it isn't entirely pay-to-win, as there is definitely skill and luck involved, you can certainly gain an advantage by getting the new releases it seems.

Plus there are those that don't play, but enjoy painting some very well made and highly detailed models.

 

[Steven000]

I don't know much about the wargaming stuff, but it doesn't sound good for your local shop (from your perspective/interest). In the past I've seen a few wargaming shops on holidays, none of them had any type of other regular scalemodel kits (realistic models of any era). Will depend on the new owner's buss. strategy I guess...

 

[PaulTRose]

Amazes me the cost of the things....... The vehicles are not cheap especially when compared to what we build....... I can see the attraction but not for me

 

[PaulinKendal]

I pretty much exclusively paint figures these days (although I do regularly branch out in other fields - e.g. modelling in paper, balsa and tissue) I started off with a 28mm army for A Song of Ice and Fire (a wargame based on Game of Thrones). I didn't actually play the game much (this was during lockdowm), but I really enjoyed the painting, and customising the bases.

I quickly discovered that 1/10th scale figures and busts were much more fun to paint, and gave me more painting enjoyment for my money.

For me, the essence of what we do is to develop an expertise in a craft that is inherently difficult. I think I'm on the fringe of scale modelling (but graciously accepted on here!), and I feel that constructing and painting Warhammer (or other wargaming) armies is a similar discipline, and should be encouraged.

My guess would be that 'regular' scale model shops will become increasingly niche, as the range of what constitutes modelmaking expands, and is best served by the almost infinite choice afforded by online shopping.

I don't think for a moment this heralds the demise of traditional scale modelling - quite the opposite. Broadening the range of diciplines in our field is surely a good thing, and an interest in painting tiny toy soldiers can certainly lead in all sorts of interesting, model-related directions.

 

[Tim Marlow]

GW (tongue in cheek, the Nottingham mafia to some in the figure hobby) have traditionally had their own stores. This shift in their selling strategy, taking space in more traditional outlets, is more to do with generating an increased market share without the cost and hassle of running their own stores I think. Coupled with their strategy of limited/special edition sets, and continually rejigging rules and supplements which are needed to play both the game and to use the cool new figures, this boosts sales. Add in the collectors aspect of that hobby, and you find they have a very successful business model going.

Frankly, a shop will stock what sells, and if you get most of your stuff off the net, as most modellers do these days, then why would they stock items with low sales potential? The things you have mentioned sell to kids (and adults) with pocket money so will move on from the shelves better than kits. What drives this change isn’t a lack of interest in the hobby, it’s changing sales patterns and shops doing what they have to to survive.

As to the GW products…not for me, I find them uninteresting and actually, from the few I’ve handled, not all that well made. I far prefer Victrix, Oathmark, and Perry plastics…..better quality, substantially cheaper, and more interesting to paint. I do game quite often, and have absolutely no interest in their rule sets either. They are simplified to make them unambiguous to competition gamers and the background fluff holds no interest to me. I do paint a lot of historical 28mm figures though.

 

[Tim Marlow]

As to being new boys….warhammer started up in the early 1980s….several years before Dragon kits and a decade before Vallejo launched their model colour range. This was around the time that Airfix and Triang went broke, so in some ways you could say they saved the hobby

 

[Tim Marlow]

To be fair to GW, they do mould all of their figures in the uk, so more power and respect to them.

 

[Steve-the-Duck]

I read recently that by turnover, GW are something like 10 times more profitable than every other wargames company PUT TOGETHER!

AND they don't have to pay Henry Cavill for all the free advertising he does

"I used to play GW, but I got better." Haven'tplayed 40K since, ooh, 1989?
There was a time GW play-tested their stuff in-house, and it bit them in the backside disasterously when they insisted on releasing the products anyway. And no-one bought them.

Here's a thing worth noting. GW do a number partwork magazines with paints and figures that sell VERY well because they're about half the price of the 'regular' items. And that's not 'entry level' players but long-term gamers

 

[LeytonO]

I got a Warhammer starter kit which included a figure, dinosaur looking thing and a book.
Bought it when I was on holiday last year in Alkmaar, NL for about ten euros.
Put the figure and critter together then tried to get my head round it from the book. Gave it a go, but made no sense to me at all, never been into the fantasy type stuff.
Figures remain on the shelf unpainted and chucked the book out, just wasn't for me.