Citadel Colour being renamed to Warhammer Colour

[Domhnall]

On 3/9/2026 at 3:05 PM, Evil Eye said:

Myself I'm just glad they're still in pots and not "Warhammer Applicator Sachets" (read: restaurant condiment packets).

 

[phandaal]

On 3/6/2026 at 1:29 PM, Magos Takatus said:

I've been slowly moving over to other paint ranges. Sticking a cringey new label on the old paint pots is not going to reverse that.

 

Yeah, Citadel paints getting the corpo-bleach is probably due to them losing out on sales to the many other competing lines of paint out there.

 

I could see one of GW's leaders thinking it is because people just don't know what paints they are supposed to buy with their Warhammers. If we rename it, they will know how to buy the correct paint!

 

Plus, it supports the goal of getting everyone to think Wargaming == Warhammer.

 

Citadel minis will probably be next. I would even expect White Dwarf some day. The goal is for everything to be Warhammer, and for Warhammer to become the normie name for wargaming.

 

(Fun fact: GW still claims White Dwarf is a wargaming trade publication rather than specifically advertisement for GW products. That is from their recent Ghamak lawsuit. Guess we should expect to see some Mantic reviews or Legion ads right? )

[sarabando]

my biggest issue with this is the video acting like the average GW customer is just THAT dumb. 

[Nephaston]

31 minutes ago, phandaal said:

Fun fact: GW still claims White Dwarf is a wargaming trade publication rather than specifically advertisement for GW products. That is from their recent Ghamak lawsuit. Guess we should expect to see some Mantic reviews or Legion ads right? )

 

Surely they'll be at the forefront of showing of the official Starcraft Tabletop Game coming next week.

 

31 minutes ago, sarabando said:

my biggest issue with this is the video acting like the average GW customer is just THAT dumb. 

Maybe not the average GW customer, but depending on ones customer facing employment exposes one to spectacular amounts of dimness.

[Domhnall]

1 hour ago, sarabando said:

my biggest issue with this is the video acting like the average GW customer is just THAT dumb. 

 

The average GW Warhammer customer? no.
The average customer's relatives looking for gifts? Unless they've been given a specific list; probably. 

The great unwashed who's only just stepped into the shop for the first time (and who needs to ask the bus driver if the bus that is signed for going to 'Edinburgh' is going to Edinburgh)? Very much so! 

[Focslain]

2 hours ago, phandaal said:

(Fun fact: GW still claims White Dwarf is a wargaming trade publication rather than specifically advertisement for GW products. That is from their recent Ghamak lawsuit. Guess we should expect to see some Mantic reviews or Legion ads right? )

Technically wasn't Nintendo Power also considered a gaming magazine even though it was exclusively for Nintendo products? 

[grailkeeper]

Any idea why it has japanese on the cover? To look futuristic or to compete with Gundam?

 

Surely Germany or the Spanish speaking world is a larger market than Japan. 

[phandaal]

30 minutes ago, Focslain said:

Technically wasn't Nintendo Power also considered a gaming magazine even though it was exclusively for Nintendo products? 

 

Trade publications/trade magazines are a specific thing. (The actual term GW used for White Dwarf was "trade magazine" and they referenced themselves alongside Tabletop Gaming and ioGioco.) Trade publications and trade magazines are publications tailored to professionals and practitioners within a given industry, or for people who are interested in general happenings around the industry i.e. Billboard, Automotive News, Game Informer etc. They are not specialized advertisements for one single company.

 

*Insert "the more you know" shooting star here*

 

Edited March 11 by phandaal
A word

[Nephaston]

2 hours ago, grailkeeper said:

Any idea why it has japanese on the cover? To look futuristic or to compete with Gundam?

 

Surely Germany or the Spanish speaking world is a larger market than Japan. 

At least in germany the actual names of the paints aren't translated. Which is a blessing because whoever is in charge of localizing the unit names needs to be retired.

Also I'm fairly certain those are katakana, which are used to transcribe foreign words to be easily adapted for japanese people. 99% it just reads Macragge Blue as well.

[Evil Eye]

1 hour ago, grailkeeper said:

Any idea why it has japanese on the cover? To look futuristic or to compete with Gundam?

 

Surely Germany or the Spanish speaking world is a larger market than Japan. 

Apparently GW stuff (including their paints) have been making surprising gains in Japan; a lot of Japanese modellers really like them because, being aqueous acrylics, they're much easier to use with a hairy stick than a lot of domestic hobby paint brands, which are almost exclusively solvent-based and outside of drybrushing and sponging (for which they actually work shockingly well) or very small details are useless for hand-painting. Though ironically, over here the reverse is true where Japanese paints are gaining popularity because they're delightful to airbrush with (tip-dry and clogging are highly unlikely) and also extremely durable when fully cured, which for mecha modelling or other poseable subjects is invaluable; with the exception of Gaahleri's new Kaleido line, which I can confirm is shockingly good, most water-based paints will flake off with even minimal abrasion, which is no good for something you want to repose. Also, solvent-based paints tend to be much better for metallics; IIRC you can suspend much finer metallic flake in solvent-based medium, and also it dries a lot quicker which is invaluable for getting a super high shine, as if the paint takes too long to dry the metal will sink to the bottom of the paint film and be slightly dulled.

 

Enamel paints are surprisingly well-behaved by hand, and are honestly the closest to a "best of both worlds". They're very durable when fully cured, good-natured to airbrush but with the correct thinner and ratios can either apply a borderline-airbrushed looking smooth coat by hand or be used for really fine detail work; modellers doing anime eyes who can't or won't use decals often make use of them, as they can be reactivated and blended with gentle thinner use, a bit like oils, without damaging lacquer paints underneath. However, they still need solvents to thin, which is less convenient than water and also damages brushes, do have an odour, and they take ages to cure fully. Ages. I airbrushed the silvery-grey plastic parts on some Insecticons I had with this chrome enamel, and whilst it looks gorgeous, was a dream to work with and is now incredibly durable, it took MONTHS to completely harden.

 

So whilst Dave from Dorset will be delighted he can get some Mr. Color paints ("Finally! I can actually paint this Zaku with something that won't rub off if you breathe on it!") Yomi from Yokohama will be over the moon she is able to get Citadel Warhammer paints ("Hooray! I can paint the little details I want to add on this Megami Device's face without ruining my brushes with nasty solvents!").

 

All this to say, they're probably targeting a new market and it's more efficient to just have bilingual labels. As for Spain and Germany, and Europe as a whole really, they already have a huge amount of high-quality acrylic paint brands available, especially Spain which has borderline cornered the market on acrylics suitable for "our" hobby. AK and Vallejo are both Spanish, for instance. Trying to compete harder in Europe would be fighting a losing battle, whilst Japan is a new market they could quickly corner. Though with how Japanese modellers generally have very high standards, both for their own work and the materials they use, I wouldn't be surprised if rival brands that offer better product would quickly usurp GW should they become widely available...

 

Side note, I wish Tamiya would make an aqueous line to supplement their fantastic alcohol acrylics; they're wonderful to airbrush, but terrible by hand for the reasons mentioned prior, and a water-based acrylic line that colour-matches their existing library and is of the same quality would be amazing. Love me some Tamiya.