Warhammer is for Everyone: Inch-high plastic soldiers have been conscripted into the culture war

Michael John Harker; Iain Davies

Warhammer is for Everyone: Inch-high plastic soldiers have been conscripted into the culture war

Marketing

Research output: Working paper/Preprint/Pre-registration › Case study

Abstract

Recently, the famous UK hobby company - Games Workshop - released a statement about diversity, equity and inclusion in its games:

WARHAMMER IS FOR EVERYONE

One of the great powers of our hobby is its ability to bring people together in common cause, to build bonds and friendships that cross divides. We believe in and support a community united by shared values of mutual kindness and respect. Our fantasy settings are grim and dark, but that is not a reflection of who we are or how we feel the real world should be. We will never accept nor condone any form of prejudice, hatred or abuse in our company or in the Warhammer hobby. We will continue to diversify the cast of characters we portray through miniatures, art and storytelling so everyone can find representation and heroes they can relate to. And if you feel the same way, wherever and whoever you are, we're glad you are part of the Warhammer community.

If not, you will not be missed.

Why would they do this? It’s an interesting story, and one with themes and issues that a lot of companies are having to confront – some willingly, most grudgingly.

Original language	English
Place of Publication	Glasgow
Publisher	University of Strathclyde
Number of pages	8
Publication status	Published - 10 May 2026

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 5 Gender Equality
SDG 8 Decent Work and Economic Growth
SDG 10 Reduced Inequalities
SDG 12 Responsible Consumption and Production

Keywords

consumer culture
PR
diversity, equity and inclusion
Space Marines

Case Club
Harker, M. J. (Principal Investigator), Fisher, M. (Co-investigator), Mendes, A. (Co-investigator), Karamoutsou, K. (Co-investigator), Lavertu, L. (Co-investigator), Johnstone, J. (Co-investigator), McAlinden, T. (Co-investigator), Black, I. (Co-investigator) & Roman-Kamphaus, U. (Co-investigator)
Project: Non-funded project

Cite this

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abstract = "Recently, the famous UK hobby company - Games Workshop - released a statement about diversity, equity and inclusion in its games: WARHAMMER IS FOR EVERYONE One of the great powers of our hobby is its ability to bring people together in common cause, to build bonds and friendships that cross divides. We believe in and support a community united by shared values of mutual kindness and respect. Our fantasy settings are grim and dark, but that is not a reflection of who we are or how we feel the real world should be. We will never accept nor condone any form of prejudice, hatred or abuse in our company or in the Warhammer hobby. We will continue to diversify the cast of characters we portray through miniatures, art and storytelling so everyone can find representation and heroes they can relate to. And if you feel the same way, wherever and whoever you are, we're glad you are part of the Warhammer community. If not, you will not be missed. Why would they do this? It{\textquoteright}s an interesting story, and one with themes and issues that a lot of companies are having to confront – some willingly, most grudgingly.",

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Warhammer is for Everyone: Inch-high plastic soldiers have been conscripted into the culture war

Abstract

UN SDGs

Keywords

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