Bloomsbury, the renowned publisher, has revised its annual profit forecasts upwards following the resounding success of fantasy author Sarah J Maas’s latest novel, catalysed by fervent fan recommendations on TikTok. Informing investors, the British publishing powerhouse stated that its profits for the year would surpass initial projections, largely due to the release of Maas’s latest masterpiece, “House of Flame and Shadow.”

Released on January 30th, the novel marks the third instalment in Maas’s captivating series, chronicling the adventures of Bryce Quinlan in the fantastical realm of Crescent City. Maas’s distinct blend of romance and fantasy, coined as “romantasy,” has garnered immense popularity, propelling “House of Flame and Shadow” to the top of bestseller lists in the US, UK, Australia, and numerous other countries.

In the UK alone, the book achieved the distinction of being the third-fastest-selling fantasy novel on record, boasting an impressive 44,761 copies sold within its debut week. Bloomsbury highlighted that the release also sparked renewed interest in Maas’s back catalogue, with demand surging for her previous 15 titles published under their banner.

Renowned for introducing the world to the magical universe of Harry Potter, Bloomsbury anticipates pre-tax profits to significantly exceed market expectations, initially pegged at £37.2m for the fiscal year ending February 29th, with a turnover of £291.4m. Following this optimistic outlook, analysts at Investec revised their forecasts, projecting annual profits of £48.1m and a turnover of £329.3m. This bullish sentiment propelled Bloomsbury’s shares by nearly 10% to 539p, reaching its highest valuation since its inception in 1994.

Underlining Maas’s enduring appeal, Bloomsbury revealed a multi-title deal with the author, encompassing six forthcoming works. Maas’s meteoric rise to literary stardom owes much to her heightened visibility on social media platforms like Instagram and TikTok, where ardent fans enthusiastically share their adoration for her novels.

In a similar vein, the Fourth Wing series by Rebecca Yarros has captured readers’ imaginations, with “Iron Flame” achieving record-breaking success as the bestselling fantasy book within its debut week last November, selling a remarkable 57,055 copies.

Nigel Newton, Bloomsbury’s CEO, attributed the exceptional performance to the escalating demand for fantasy fiction. He lauded Sarah J Maas as a publishing phenomenon, emphasizing the company’s privilege in nurturing her talent since her debut 13 years ago. Newton underscored Maas’s expanding audience, fueled by Bloomsbury’s strategic promotional campaigns and amplified through TikTok and Instagram endorsements.

Bloomsbury also credited recent publications for contributing to robust sales figures, including the “Harry Potter Wizarding Almanac,” Tom Kerridge’s culinary masterpiece “Pub Kitchen,” and “Ghosts,” the literary companion to the beloved BBC comedy series.