Warhammer brand to expand into new licensed categories after 2016 success.
UK tabletop games company – Games Workshop – has seen its move into the licensing space with its Warhammer and Warhammer 40,000 brands begin to reap rewards.
The designer, manufacturer and retailer of tabletop battle games and miniatures saw significant growth in its licensing activity during 2016, and it is now eyeing further expansion for 2017.
Licensed products worth an estimated $109 million at retail were sold during the period from November 2015 to November 2016, principally from the company’s successful stable of licensed video games and apps.
These categories were augmented by new lines of licensed giftware, apparel, high-end art prints, accessories and comic books, with the early performance being promising.
Moving into 2017, limited edition statues, drinkware, computer accessories, time pieces and footwear are all headed to market in addition to the highly anticipated release of Warhammer 40,000: Dawn of War III, the latest entry in the seven million plus selling video game franchise.
Games Workshop is also set to exhibit at US Toy Fair in New York later this month, as well as at Licensing Expo in May.
Jon Gillard, head of licensing for Games Workshop, commented: “It’s been a great year for our licensed products, with numerous best-selling video games leading the charge.
“Warhammer and Warhammer 40,000 are world class IPs that have been around for over 30 years, during which time Games Workshop has released tens of thousands of products, and we feel sure we will continue to see huge success for the Warhammer brand as we move into new categories of licensing.”
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