Bloomsbury Publishing has mentioned its income for the final 12 months are set to be "significantly" forward of earlier expectations due to fantasy creator Sarah J Maas and the so-called BookTok social media pattern.

The firm mentioned Maas's novel House Of Flame And Shadow, which topped e-book charts within the UK and all over the world following its launch final month, had been a significant component in its "exceptional growth".

The American creator signed with the writer 13 years in the past and her reputation has soared lately with reported gross sales of greater than 38 million books worldwide.

Bloomsbury mentioned Maas's newest launch - which tells the story of a half-fairy, half-human lady - had additionally pushed demand for her 15 earlier works.

It plans to publish an additional six titles as a part of its contract together with her.

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The rise of the BookTok pattern on TikTok - during which customers add movies of themselves speaking about books - had additionally helped to gasoline gross sales, Bloomsbury mentioned.

Analysts beforehand forecast the agency would have gross sales of £291m and revenue of £37m for the 12 months ending 29 February 2024. Its preliminary outcomes shall be introduced in May.

In the 2023 fiscal 12 months it reported income of £264m and £25m revenue.

Bloomsbury, which is probably greatest identified for publishing the Harry Potter collection, mentioned bumper gross sales of Maas's books mirrored a broader pattern of rising demand for fantasy fiction and sci-fi.

It pointed to figures by Nielsen Bookscan, which mentioned the style had grown by greater than 50% within the final 5 years within the UK.

The firm additionally publishes hit Chinese fantasy author Cixin Liu, and is ready for an additional enhance subsequent month when a Netflix adaptation of his standard Three Body Problem trilogy is launched.

However, the agency mentioned different bestsellers had additionally helped its fortunes, together with Pub Kitchen by Tom Kerridge and award-winning youngsters's novel Impossible Creatures by Katherine Rundell.

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Bloomsbury chief govt Nigel Newton: "I am overjoyed to report an exceptionally strong period of trading, principally driven by the increasing demand for fantasy fiction.

"Sarah J Maas is a publishing phenomenon and we're very lucky to have signed her up together with her first e-book 13 years in the past.

"Her books have a huge audience which continues to grow, backed by major Bloomsbury promotional campaigns, driving strong word of mouth recommendation, particularly through TikTok and Instagram channels."

The writer's shares rose greater than 9% on Wednesday following its buying and selling replace.