Sarah J. Maas's "A Court of Thorns and Roses" has sold more than 75 million copies worldwide since 2015, and brands from Target to Fine'ry now treat the franchise as licensing gold. The sixth installment, "A Court of Splintered Harmony," arrives Oct. 27, with a seventh book already announced. That double release runway gives marketers a long window to monetize the fan base.

The pattern is familiar. "Barbie" drove a collaboration wave across retail marketing. "Wicked" did the same across fashion and beauty. ACOTAR is the next IP vehicle, and it comes with a proven commercial engine: the series helped power the rise of the "romantasy" genre, and its readers buy beyond the bookshelf.

Which brands have signed on?

Three partnerships launched within one week in October:

• Target rolled out merchandise on Oct. 11 inspired by the Courts and characters at the franchise's core, including BrüMate tumblers and Alex and Ani bracelets and earrings. Select stores will host midnight book-release events and offer a gift with purchase.
• Fine'ry reissued four existing fragrances on Oct. 11 with new names and packaging inspired by the series.
• Knix debuts a collection on Oct. 15 of leakproof underwear, lingerie and sleepwear inspired by ACOTAR characters, alongside five exclusive Court-inspired prints.

The spread matters. Fragrance, drinkware, jewelry and intimates cover the categories where romantasy readers already spend, and each brand ties its drop to the Oct. 27 release date to capture peak fan attention.

What does the fandom buy?

Readers can now summon the world of Prythian — the series' setting — through fragrances, apparel and drinkware, according to the franchise's marketing push. The licensing strategy mirrors what worked for "Barbie" and "Wicked": turn a story world into a merchandisable aesthetic, then let multiple category partners monetize it simultaneously.

ACOTAR differs in one respect. It is a book-first franchise, not a film. The 75-million-copy installed base and the romantasy boom give brands a direct line to an engaged audience without waiting for a theatrical release calendar.

With a sixth book landing Oct. 27 and a seventh already announced, ACOTAR offers brands a repeatable event cadence — one reason the collaboration queue is likely to grow beyond the current three partners.