Maybe it's different in the UK where GW is based and Warhammer stores themselves have a notable retail presence alongside independent stores that sell it, but I'm pretty sure Warhammer has always been PG-13, if not marketed even younger. Sure, it's stuck in a weird place where it has to combine an ultra-violent and occasionally horny setting with that, but the sales pitch to parents has always been something like: Here's a hobby that appeals to boys which is indoors, quiet, creative, doesn't involve screens, and requires some mathematics. Loiter in one of their stores for long enough and you will hear something like that pitch being given to some parents by the staff. Maybe even "like cooler airfix" (though that's so old a reference that it might only work for grandparents now). More formally, there's also this.
As an aside, I think their failure to offer brush-on primer even though it would be worse than spray primer is a mistake in this context. Sales of aerosol paints are age-restricted here. Sure, their parents can buy it, but I think some fraction of them will refuse because of the association with graffiti and hooliganism.
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Maybe it's different in the UK where GW is based and Warhammer stores themselves have a notable retail presence alongside independent stores that sell it, but I'm pretty sure Warhammer has always been PG-13, if not marketed even younger. Sure, it's stuck in a weird place where it has to combine an ultra-violent and occasionally horny setting with that, but the sales pitch to parents has always been something like: Here's a hobby that appeals to boys which is indoors, quiet, creative, doesn't involve screens, and requires some mathematics. Loiter in one of their stores for long enough and you will hear something like that pitch being given to some parents by the staff. Maybe even "like cooler airfix" (though that's so old a reference that it might only work for grandparents now). More formally, there's also this.
As an aside, I think their failure to offer brush-on primer even though it would be worse than spray primer is a mistake in this context. Sales of aerosol paints are age-restricted here. Sure, their parents can buy it, but I think some fraction of them will refuse because of the association with graffiti and hooliganism.
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