107,632
edits
Changes
From Warhammer 40k - Lexicanum
→Overview
During the 90s, following a management buyout in December 1991, the company refocused on their most lucrative lines, namely their miniature wargame lines. The retail chain refocused on a younger, more family-oriented market. The change of direction was a great success with a rising share price and growing profits, in spite of the fact that it lost the company much of its old, loyal fanbase. Games Workshop expanded in Europe and the USA, opening new branches and organizing events. In October 1997, all UK-based operations were relocated to the current HQ in Lenton, Nottingham.
During the early 2000s Games Workshop acquired the rights to produce Lord of the Rings miniatures. Taking advantage of the success of the then-recent Peter Jackson films, the company experienced a boom.{{Fn|17}} By the end of the first decade of the 21st century, the company was having problems with falling profits being blamed on collectible card games. The company has been attempting to create a dual approach that will appeal to both older, loyal customers while still attracting the younger audience. This has seen the creation of initiatives such as the "Fanatic" range that supports more marginal lines with a lower cost trading model.
By 2020 Games Workshop had experienced significant turnaround from its slump of the early 2010s. In 2018 its annual report indicated profits had nearly doubled from the previous year and the companies share price had risen by 150%.{{Fn|2}} By 2020, its share price had risen by 1,000% over the previous five years.{{Fn|3}}
