Fans of the “Bat Boys” and demon-born princes alike, rejoice! Sarah J. Maas took 2024 by storm, claiming the title of bestselling author of the year with her raunchy “romantasy” novels, partly thanks to BookTok. With millions of fans worldwide, Maas’ works aren’t just dominating bestseller lists; they’re also encouraging people to embrace role-play and fantasy in their own sex lives. From the thrill of forbidden love to the allure of mythical creatures and elaborate settings, these books unlock a sense of adventure and eroticism.
What is it about these novels that has consumers aching to tickle a bat wing or two? And how can brands and stores rise to the challenge of fulfilling customers’ fantasies?
Romantasy erotic lit has transcended its status as a niche interest, becoming a mainstream movement generating everything from fantasy-inspired sex toys to immersive experiences like cosplay and themed adult content.
The Rise of Book-Inspired Role-Play
It’s not just the steamy scenes, but also the epic world-building that fuels inspiration. For many fans of Maas’ books, immersing themselves in the vibrant and romantic landscapes of Velaris or the courts of Prythian offers a diverting escape from everyday life — and translates seamlessly into bedroom role-play.
Role-play is hardly a new phenomenon, but has historically been treated as a slightly taboo practice. Now, thanks to fans cosplaying as these characters on TikTok and Instagram, sometimes even reenacting their favorite scenes, the notion of dressing up as one’s favorite book character and role-playing with a partner seems much more normalized and accessible.
As they embody characters like Fae royalty Feyre and Rhysand and recreate scenes from the series “A Court of Thorns and Roses,” complete with costumes, props and even toys, couples are discovering that the power dynamics, heartfelt confessions and magical settings of romantic fantasy create endless possibilities for sexy experimentation.
Equipping Customers for a Sexy Epic Journey
For brands in the sexual wellness space, engaging with this trend offers an opportunity to connect with customers in new ways and help them forge memorable experiences. Whether creating product lines inspired by fantasy themes — think luxurious fabrics, jeweled accessories or themed role-play kits — or leveraging the buzz in marketing campaigns, there’s room to innovate. We are already seeing brands responding to the Maas effect by branching out into “fantasy” dildos, with shapes including unicorn horns, demon penises and even tentacles. Expect products that can be used in romantasy role-play and cosplay scenarios to become even more popular in the coming years.
By catering to imaginative, adventurous shoppers with a taste for the otherworldly, brands can do for romantasy what “Fifty Shades of Grey” did for BDSM.
Infusing Fantasy Into Your Retail Strategy
Retailers can align with this wave as well, by crafting in-store and online experiences that bring the magic of these stories to life. Imagine a store display reminiscent of Velaris, the starry city from Maas’ books, with shelves adorned with mythical creature-inspired toys. Pair this with signage or digital content that ties products to the adventurous and empowering themes of the books, encouraging customers to explore their own intimate fantasies and helping them immerse themselves in this fantasy realm.
Brick-and-mortar retailers can further solidify connections with audiences seeking to blend fantasy and reality by hosting themed events or collaborations with erotica influencers. Such events can be a powerful way to foster community and draw foot traffic. Consider a “Cosplay and Pleasure” evening, where fans of romantasy series come dressed as their favorite characters and explore products that align with the theme. Pair this with a book reading or signing by a local fantasy author, creating a unique blend of literary culture and sexual empowerment.
Online, retailers can also collaborate with cosplayers and fan artists to showcase products in imaginative ways, blending art, storytelling and sexual wellness into a cohesive marketing campaign. Reaching out to cosplaying content creators for influencer marketing can connect you with their dedicated fan base, who may very well be natural customers for romantasy-themed offerings. Social media offers fertile ground for engagement. Conduct themed giveaways featuring bestselling products, or curate fantasy-inspired pleasure kits paired with popular book titles.
Striking While the Iron is Hot
Romantasy erotic lit has transcended its status as a niche interest, becoming a mainstream movement generating everything from fantasy-inspired sex toys to immersive experiences like cosplay and themed adult content. Sexual wellness brands stand to benefit by acting on these trends now, while the books are hot off the presses — and readers are hot in their bedrooms.
As more romantasy lit is released, and as the boundaries between literary erotica, pop culture and sexual wellness continue to merge, we’re likely to see even more creativity in how people explore intimacy. In turn, this evolution will push sexual wellness brands to become even more innovative in their services and products.
This intersection of fantasy, pleasure and creativity isn’t just fun; it’s a way to meet consumers where they’re already engaged, tapping into their imaginations and desires. By embracing the mythical and the magical, brands and retailers can not only sell products but create transformative experiences that keep customers coming back for more.
Scarlett Ward is the affiliate and influencer manager at Little Leaf Agency, a PR and communications agency dedicated to sexual wellness.
