Games Workshop retail staff have a rough job, from low pay to consistent unreasonable targets from upper management, so it’s with all the love and respect that I tell you about the animated lad that my 14-year-old friends and I used to make fun of for liberal use of the phrase “If a Space Marine walked in here right now…” It was always accompanied by wildly enthusiastic gesticulation meant to convey the absolute unit-tude of said Space Marines (8 feet tall in Warhammer 40,000’s lore). I bring this up because it perfectly sums up the thorny issue behind marketing these yoked stormtroopers: Space Marines are very expensive for something so small, forcing Games Workshop to make the legend of these tiny plastic soldiers tower over the reality.
And what a legend it is. The Horus Heresy book series currently consists of over 60 fat paperbacks worth of lore. There’s far too much nuance to unpack here, but it’s fair to say that when writers spend that long exploring something, they have to take it quite seriously, especially if they want to keep their readers hooked. To be clear, 40K is a fascinating, fun, creative, vast, and often extremely clever setting. But it’s also — at least as recently as 2021, according to its parent company — explicitly, intentionally satirizing the very faction that the vast majority of its lore seems so fascinated with. “Satire is people as they are; romanticism, people as they would like to be,” wrote the novelist Dawn Powell. As 40K grows and grows, it’s becoming more difficult to deny that the portrayal of the Imperium is at least somewhat aspirational.
A quick primer: Humanity’s overwhelming presence in the 40K setting takes the shape of the Imperium of Man, where staunch xenophobia, mindless
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