For all their faults, Games Workshop is really a miniatures company that has a ruleset, rather than games company that sells plastic models. I recall seeing a statistic that the majority of their customers don’t regularly play, and a shocking number have never played a game. Those customers are buying models because they think the models are neat, and are deriving fun from the act of assembling and painting.

From that perspective, the business is as sustainable as Star Wars or Marvel: as long as this Thor offers a better fantasy than generic Thors, the brand will last (and accumulate the advantages of a deep, lasting history), and therefore will outlast competitors.