During the Nineties the company refocussed on their most lucrative lines, namely their miniature wargame Warhammer lines. The retail chain refocussed on a younger more family-orientated market. The change of direction was a great success with a rising share price and growing profits. The company started expanding in Europe and the USA opening new branches and organizing events. By the end of the decade, though, the company was having problems with falling profits being blamed on collectible card games such as Magic: The Gathering and Pokemon.
Recently 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.
Games Workshop remains one of the largest games companies in the world.
One of the more well-known of their games would be Heroquest which was sold in high street stores and introduced many people to the hack 'n' slay style of game.
Games they have produced include:
In conjunction with the production of cinematic adaptation of the Lord of the Rings novel, Games Workshop acquired the rights to produce a skirmish wargame based on the films. The rights to produce a roleplaying game version of the films was sold to another firm.