Target is turning the new A Court of Thorns and Roses release into a full event. Ahead of the arrival of the sixth ACOTAR book, the retailer is launching a merch collection that’s nearly 85% Target-exclusive, with most items under $20. It spans BrüMate tumblers, Republic of Tea blends, Alex and Ani jewelry, fleece sweatshirts, a four-scent fine’ry fragrance line, board games and puzzles, and even limited-edition BoomChickaPop kettle corn. Buying the book at Target also gives shoppers an exclusive gift designed with author Sarah J. Maas. About 250 stores will be hosting a midnight release party on October 26 with trivia and photo ops, and the first 100 guests get a free Bryaxis keychain. (Because what dedicated fan wouldn’t want the character of “fear itself” in the form of a Labubu look-alike?) For a fandom that skews young, female, and very online, this huge merch drop and event is a sign that romantasy has graduated from BookTok subgenre to mass-retail markets. (SheKnows)
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