Published on 1st November 2025

Gobsmack celebrated its 10th anniversary in September by welcoming characters from the world of film, comics and popular culture. 

Having started out as a specialist retailer of comics and graphic novels, the shop has expanded to offer video games, merchandise, trading cards and collectibles. Gobsmack is well-known for its character-themed events too and to celebrate its milestone anniversary, the shop welcomed the likes of Jack Sparrow, Pikachu and Chewbacca.  

The business was founded by Drew Dewsall, who was in the process of writing a graphic novel when he launched Gobsmack Comics in Piries Place. He recalls: ‘I was working with an artist, Chris Hazard, and we thought that opening a comic book shop would give us the time to work on our own project, while also helping to fund it. We underestimated how much work is involved in running a shop and with families to support, our priorities changed. We shelved our plans for the graphic novel and I continued at the shop.

‘At the time, comic books were enjoying a resurgence and we were riding the crest of a wave. Marvel films were dominating the Box Office and we found that children introduced to characters such as Iron Man and Captain America through the big screen would then seek out comics to learn more about the character’s back story. Unfortunately, that curiosity waned as comic book films have saturated the movie industry, which has had a negative impact on demand for comics.’ 

GOTTA CATCH ‘EM ALL!

By the time that Gobsmack had moved to larger premises in Swan Walk, it had developed a range of merchandise alongside comics. This include action figures and collectibles from the world of Marvel (Spider-Man, Hulk, Iron Man etc) and DC Comics (Batman, Superman, Wonder Woman etc). Others come from the realm of science fiction – films and TV shows with a popular or cult following, such as Transformers, Godzilla, Alien, Predator and Star Wars. However, it is the Japanese phenomenon of Pokémon that has been even more pivotal to the shop’s fortunes…

Drew said: ‘Pokémon is more popular now than ever. Nintendo are masters of making it relevant to every new generation and it continues to account for a significant percentage of our business. They release a core series (currently Scarlet & Violet) every two years, with a new set released every few months (Phantasmal Flames is due soon) and even as an official retailer, we struggle to get our hands on enough stock to meet demand. 

‘The shortage means you have Pokémon “scalpers”, who try to buy up new stock and sell it online at inflated prices. During our most recent launch, one man was unhappy as we limited customers to one set of cards each. He tried paying youngsters to buy more for him, in the same way teens used to ask adults to buy them cigarettes and alcohol! This annoys me, as not only are scalpers denying genuine collectors of all ages the chance to buy and enjoy the cards, they’re also selling them online at vastly inflated prices, knowing some people will still pay.  On many occasions, we’ve had children crying in the shop because we’ve sold out of Pokémon!’ 

THE K-POP BOOM

Another success story is Warhammer, in which people can assemble and paint miniature figures and play table-top strategy battles. Gundam model kits are popular too. For many years, UK buyers could only buy imported Gundam products from Japan, where the influential animé series was created. Now, Gundam kits are distributed by Bandai Europe, with entry kits starting from £10.99. Also central to Gobsmack is a cabinet featuring a wide range of stunning hand-painted figures by studios such as Gentle Giant, as well as scale die-casts by Hot Toys, attracting older collectors with deeper pockets. 

Spotting emerging trends is vital, says Drew: ‘I think the fact that I never really grew up helps! Having my own children keeps me informed too and the shop’s young team help track social media trends. Occasionally, something takes the world by storm and surprises everyone, as was the case with KPop Demon Hunters. Even production companies can’t predict if something will strike a chord with the masses, so it’s only later that merchandise becomes available. As my daughter is obsessed with K-pop, we offered Demon Hunters products as soon as we could, quickly selling out of posters, bags and other merchandise. On other occasions, something I think is amazing hasn’t connected with buyers. Sometimes, I have to rein in my interests and accept that not everyone is as geeky as I am!

‘Whether any of our current items will be worth a fortune in the future remains to be seen. When Star Wars: Episode I came out, lots of people bought the action figures with the intention of keeping them in their  boxes. But the reason original Star Wars toys in mint condition are so valuable is because nearly everyone who bought them played with them, creating a sense of nostalgia. I doubt people are going to pay hundreds of pounds for a Phantom Menace figure in years to come!’

RETRO ARCADE 

In addition to Gobsmack, Drew runs Square Eye Retro Arcade, which until recently occupied a vacant unit in Swan Walk. At Square Eye, visitors paid for a time slot rather than to play individual arcades. Drew’s collection includes some of the greatest arcades of all time, such as Asteroids, Pacman, Paperboy, Point Blank, Operation Wolf, Space Invaders and Mortal Kombat, as well as racing games such as Out Run and Hang On Deluxe. The arcade proved popular, drawing a younger audience to Swan Walk, and Drew hopes to one day open a bar or café with retro games.  

‘Square Eye replicated the feeling of walking into an arcade in the 1980s, which is exactly what I wanted,’ he said. ‘Young people loved it too, which is crazy considering they normally play video games a million times more powerful. Arcades offer a more social experience – something in short supply for many people. It was also an affordable way to try classic games. If you go to a coastal arcade centre, you’ll pay £2 or £3 for a very short game that probably doesn’t reward good play with extended life in the same way that the old classic arcades do!’ 

If arcades still have a place in modern society, maybe comic books do too. Marvel have reignited interest in the format through its Ultimate Universe series, launched in 2023, while more recently, DC Comics have launched the successful Absolute Universe series, featuring characters like Superman. While comics alone don’t bring in enough business, Drew’s passion means that he will continue to support the format, even if the word ‘Comics’ has disappeared from the shop’s branding.  

After 10 years, Drew feels that running a shop is harder than ever, but hopes that Gobsmack continues for many years to come. ‘This year has been very tough and I wasn’t certain we’d make it to our anniversary,’ he said. ‘Earlier this year, the world’s largest distributor of comic books filed for bankruptcy and that had a huge impact on the industry. We’ve also had to contend with supply issues for Pokémon, subscription deals all but killing off demand for physical video games, and the cost-of-living impacting sales of high-ticket collectables. We’ve also been hit by service charge rises in Swan Walk, placing further pressure on independents like us. So, we may need to think about moving on if an opportunity comes up elsewhere that gives us more scope. 

‘However, the anniversary event went well and we’re hoping for a great Christmas and New Year, taking us up to Force February, where we will again host our annual Star Wars-themed event. From the outset, we wanted Gobsmack to be an inviting shop, where people have the freedom to browse and discover their first comic or graphic novel, and develop their own interests. I didn’t want Gobsmack to be one of those old-fashioned stores run by people who make you feel out of place if you don’t have extensive knowledge of comic books. If you’re starting to collect something – whatever it is – you can chat to us and we will do our best to help.’

WORDS: Ben Morris / PHOTOS: Alan Wright

Further information: Visit Gobsmack at 67 Swan Walk, Horsham, RH12 1HQ or visit: www.gobsmackcomics.co.uk