It’s Coming: The Extended-Universe of ‘Romantasy’

Image credit: Jaredd Craig via Unsplash

I feel a bit of a fraud writing this as someone who is only on page 27 of Fourth Wing but the insatiable appetite for the new genre of fiction ‘Romantasy’ is impossible to ignore. 

My personal introduction to the genre was in a WhatsApp group of women in their 30s comparing notes on how quickly they flew through the pages of the Roses Series. Sending messages that are accompanied with many aubergine emojis and impassioned feelings towards the lead male characters that live in these fantasy worlds – where dragons are ridden, fairies frolic and people have superpowers.

What’s so good about the genre then? These are women that look back with nostalgia at Harry Potter, Twilight and The Hunger Games – and are relishing the next wave of (sexier) escapism from the perma-crisis we exist within. And beyond my millennial peers it’s taking Gen-Z by storm too.

Which means business is booming for these authors. Sarah J Maas’s books from the Roses series have sold over 37M copies, in 38 languages. Rebecca Yarros’ Iron Flame became Waterstone’s top pre-order title in one day. And in the same way TikTok can break a new song, it’s making these authors and publishers the big bucks, with Romantasy related hash-tags racking up billions of views. 

This is a fan-community waiting to be tapped into, with an appetite to be sated. 

With the genre making waves, it will be fascinating to see how it enters the extended universe of entertainment. Going from the brand-agnostic page to the multifaceted world of TV, film, gaming and lifestyle, it seems ripe to be capitalised on.

Amazon Prime has already commissioned the rights to take Forth Wing to the silver screen and other film deals are no doubt close to follow. With an ardent fan base waiting in the wings, what is the opportunity for brands to start embedding themselves in the discourse? 

Product placement in a fantasy land isn’t the easiest fit, but with all good film and TV franchises there will be premieres galore for brands to get behind. And no doubt there will be a queue of fashion houses wanting to attach their brand to the genre getting people talking – dressing the stars that take the lead characters from page to screen. 

And what about music? Who is going to be soundtracking these epic, fantastical worlds that fans are waiting to see come to life. We’ve seen it with Saltburn and Murder on the Dancefloor. Same thing with Stranger Things and Running Up that Hill. And Barbie and I’m Just Ken. Surely the hype for Romantasy combined with some killer sync licensing is going to offer up the next cult soundtrack moments coming our way. And brands should be paying attention, tapping into the artists and tracks that are having their movie related moment – and then riding on their coattails. 

Beyond the motion picture, what about in-game experiences? It can’t be too long before gamers are stepping into these mythical worlds to have a go at conquering the trials and tribulations of love and war. Enter brands to capitalise on this… From the first 20 pages of Forth Wing I’ve established that a uniform of ‘leather’ is worn day in day out. Is this the time for Belstaff to get themselves enrolled in the gaming world with new virtual ‘skins’?

Lest we forget about the chance to create IRL experiences for fans. Bring on the production of Secret Cinema style experiences, immersive pop-ups and at-home party kits, that brands deliver to embed themselves in the next wave of literary culture to take us by storm.

There’s room for travel companies to get in on the action by offering up ‘Romantasy’ inspired vacations, whether it be tapping into destinations with more mythical qualities (think mountains and moraine fields). Or going as far as the likes of Booking.com and Airbnb that have turned fiction into reality with immersive accommodation for Wonka and Barbie respectively.

And at a more low-key level what food and drinks brands are going to start hosting Romantasy Book Clubs? Uniting the fan community over a shared love for the literature – accompanied by delicious offerings that want to add a little spice to life. The community uniting doesn’t need to stop at Book-Tok. Maybe this even presents a new guise through which Ann Summer’s parties will be reimagined…

Of course, it goes without saying there’s going to be endless merch and licensing deals. Bring on the bespoke cosmetic lines, logo emblazoned T-shirts, super-charged snacks and more. These books have an expansive offering on the table.

So watchout brands! Don’t miss the chance to tap into the zeitgeist and take advantage of the growing fan community waiting in the wings for more and more of the escapism offered up by Romantasy. 

Now, it’s time for me to get back to the book.