The commercial life of Sarah J. Maas’s A Court of Thorns and Roses series is expanding well beyond books—and the shift is putting pressure on the relationship between a fan community and the products built around it. Major retailers and fashion brands are now selling licensed ACOTAR goods as the series returns with its first new installment in five years. Some fans welcome the wider choice; others miss the small creators who helped shape the fandom’s earlier merchandise culture.
From fan-made goods to big retail
The new wave arrived in force around the October 27 release of A Court of Splintered Harmony, the sixth ACOTAR book published by Bloomsbury. The day before, underwear brand Knix unveiled an ACOTAR collection at an event in Manhattan’s Chelsea neighborhood. The range includes lingerie and pajamas, with florals, slips and other designs that draw on the books’ romantic fantasy world.
Knix’s collection is one piece of a much broader licensing program. Fans can find ACOTAR throws at Sam’s Club, Target-exclusive kettle corn from Angie’s, celestial tumblers from BrüMate, and gowns from For Love and Lemons priced above $700. The fashion label has also released a larger fairy-inspired collection.
For Maas, the scale of the opportunity reflects a readership that extends beyond the usual book launch cycle. ACOTAR has sold more than 10.5 million trade paperback copies, according to Circana BookScan. The next two books are also part of the commercial picture: Bloomsbury expects Maas’s titles to help lift revenue to a record $474.7 million in its current fiscal year, with the seventh ACOTAR installment slated for January.
A new licensing structure
The merchandise expansion has followed a change in who handles Maas’s licensing. In June 2025, she moved those operations from Writers House, her literary agency, to IMG, a WME Group division that represents intellectual property including 7 Up, Breaking Bad, Cheetos and F. Scott Fitzgerald. Bloomsbury told PW it “is not involved” in Maas’s licensing. The publisher did not answer questions about whether its marketing team works with IMG.
That change has left some longtime fan businesses uncertain about their place in the official program. When the series launched in 2018, readers made their own art, collectibles and merchandise, with some Etsy sellers securing licenses through Writers House. In Reddit discussions and conversations with PW, several former license holders said IMG let their agreements expire and did not respond to renewal requests.
The result looks more like a curated roster of established brands than the sprawling ecosystem of small shops that once served fans. IMG declined repeated requests for comment about its strategy, the effect on creators and fans, or Maas’s role in licensing decisions. Representatives for Maas at Writers House and Align PR also did not respond to interview requests.
Merch as a way back into the story
For some creators, official licensing remains a way to translate the books’ details into products fans can use between releases. Sierra Cunningham, a book influencer and founder of Wonderwick, makes candles and perfumes inspired by ACOTAR characters. She says the company bases scents on descriptions in the text and designs couples’ fragrances to work together.
Cunningham is among the small businesses that retained licenses under IMG. She sees merchandise as part of how readers stay connected to the series during long gaps. “For many readers,” she says, “it’s the closest they can get to stepping back into the story.”
Knix says it asked 40 fans for input while developing its underwear, lingerie and sleepwear. Influencers at the Manhattan launch praised the collection for reflecting the books’ strong female characters. Knix CMO Cyntia Leo also leaned into the series’ sensual tone: “We make leak-proof underwear, and the books are a little saucy,” she said, “so we wanted to be there for all of your wettest moments.”
Knix employees told PW that the designs were meant to be wearable even for people who haven’t read the books. That broad appeal runs through several recent collaborations, whose celestial and romantic styling can signal the series without requiring fans to wear overt references. It fits the “carefully curated licensing program” IMG said it would build.
Accessibility comes with a trade-off
Retail placement also keeps the books close to the products. Target sells ACOTAR merchandise alongside Maas’s novels, while more than 500 Barnes & Noble stores hosted midnight parties for A Court of Splintered Harmony. Attendees could buy the new book and get early access to an exclusive tote bag.
Fans’ reactions suggest that greater availability hasn’t settled the question of what makes merchandise feel authentic. Some are excited to see more official products. Others say the new releases lack the personal touch and imagination they associate with fan-made goods, and worry that large brands are crowding out small artists. One Instagram creator called the expansion a “cash grab,” a criticism echoed in online discussions about the effect on small creators and the speed of the change.
At an October 23 release discussion, one book influencer captured the tension: “I don’t know how I feel about my favorite series becoming a capitalist nightmare.” The licensing program is making ACOTAR easier to find in everyday retail, but its long-term strength may depend on whether fans still see their own creativity and connection to the books reflected in what gets sold.
