Bloomsbury's Fantasy Fiction Windfall: FY24-25 Expectations Exceeded

Bloomsbury Publishing, renowned for its role as the publisher of the Harry Potter series, has reported an "exceptionally strong" period of trading, driven primarily by the surging demand for fantasy fiction. The company's shares rose by 7.1% to 526.30 pence each in London on Wednesday, following the announcement that its revenue and pretax profit for the financial year ending February 29 are expected to be "significantly ahead" of market expectations.

The success of fantasy fiction, particularly the works of Sarah J Maas, has been a significant factor in Bloomsbury's financial performance. Maas' latest novel, "House of Flame and Shadow," became a number one bestseller in the US, UK, and Australia, driving demand for her 15-book back catalogue. Bloomsbury, which signed Maas in 2010, has a further six titles under contract with the American author.

Social media platforms like TikTok and Instagram have played a crucial role in promoting fantasy fiction and driving word-of-mouth recommendations. Bloomsbury's promotional campaigns on these platforms have helped create a strong word-of-mouth effect, particularly among younger readers.


Bloomsbury's investment in fantasy and sci-fi authors beyond Sarah J Maas has also contributed to its overall success in the genre. The company's other fantasy and sci-fi authors include Samantha Shannon, Susan Clarke, Alan Moore, and Cixin Liu. This diverse portfolio of authors has helped Bloomsbury cater to a wide range of reader preferences, further boosting its revenue growth.


To capitalize on the growing demand for fantasy fiction, Bloomsbury has appointed Sabrina McCarthy as president of its US division, effective April 2024. The company is also investing further in writing from the fantasy genre, which has grown by 54% over the last five years, according to Nielsen Bookscan.

Bloomsbury's early signing of Sarah J Maas has proven to be a strategic and lucrative move for the company. The author's popularity and the success of her works have not only driven demand for her back catalogue but have also attracted new readers to the fantasy genre. This, in turn, has contributed to the overall growth of Bloomsbury's fantasy fiction division.

In conclusion, Bloomsbury's investment in fantasy fiction, particularly its early signing of Sarah J Maas, has paid off handsomely. The company's focus on promoting its authors' back catalogues and leveraging social media platforms to drive word-of-mouth recommendations has further boosted its revenue growth. As the demand for fantasy fiction continues to rise, Bloomsbury is well-positioned to capitalize on this trend and maintain its strong financial performance in the long term.