Well, Games Workshop seems to be taking Warhammer more and more down towards the kids, probably reckoning that that's where the money is. They're releasing Warhammer Adventures, with cartoony characters on the cover and a target audience of 8-12 years old.
Now, I can't speak for everyone, and I wasn't into Games Workshop stuff when I was 8-12 years old, but looking back, I did start reading White Dwarf Magazine (Games Workshops in house mag), when I saw 14, and it was the cool cover artwork, maps for dungeons and weird Sci-Fi stuff that drew me in. It was cool, and edgy, and totally different to anything I had read as a kid, it didn't look like cartoon artwork, it looked adult, and that's what I was trying to be at that age, grown up and edgy.
I realise that most of the things I liked weren't kids things. Star Trek, Star Wars, Doctor Who, Dungeons and Dragons, etc, were adult things which were kid friendly, not designed for kids at all. I didn't need a child to be captain of the Enterprise, it was enough that Kirk was a cool role model for me to want to grow up to be like.
Anyway, Games Workshop says . . .
Warhammer Adventures is a series of action-packed stories about brave heroes battling monstrous enemies and winning great victories against impossible odds in the far future universe of Warhammer 40,000 and the fantasy realms of Warhammer Age of Sigmar.
Warhammer Adventures stories are perfect for bookworms aged 8-12 who want to read about heroes, aliens and monsters. They’ll be in shops and online in 2019 – so keep your eyes open for them!