To promote her new boy band cruise novel American Fantasy, bestselling novelist Emma Straub, who co-owns Brooklyn bookstore Books Are Magic, went all out with swag. Partnering with VistaPrint, Straub created promotional items tied to the novel’s theme, featuring things vacationers would need on a cruise, including a Boybands Are Magic hat (her favorite item), a water bottle, sunscreen, breath mints, and playing cards.
What motivated Straub to get so extra with her offerings, an expansion from her previous swag? Partly, her past job working for the band The Magnetic Fields and seeing how eager fans were to buy merch, along with her bookstore experience, where merch has become more popular than she ever expected. Her history as a Blockhead (aka, a major New Kids on the Block fan) also played a role.
In this episode of Finders and Keepers, Straub discusses her past novels and their attendant swag, and why American Fantasy, whose research included attending a New Kids on the Block cruise, is different, why she loves stuff that represents her interests (and which NKOTB items she still owns from childhood), and the larger rise of BookTok and social media influencers on book swag and merch. You’ll also find out which New Kids on the Block member is her favorite and has played a role in the novel’s evolution. Straub also delves into the surprising role merch has played with regulars and visitors to Books Are Magic, thanks to the design skills of her husband, bookstore co-owner Michael Fusco-Straub, and why it feels good to express fandom of any kind by wearing it proudly.
Mentioned in this episode:
About our guest:
Emma Straub is the New York Times-bestselling author of seven books for adults: the novels American Fantasy, This Time Tomorrow, All Adults Here, The Vacationers, Modern Lovers, Laura Lamont's Life in Pictures, and the short story collection Other People We Married. She is also the author of three picture books: Gaga Mistake Day, which she co-wrote with her mother, Mama Hug, and Very Good Hats. She is a Guggenheim Foundation Fellow and her work has been published in more than 20 languages. Emma and her husband own Books Are Magic, an independent bookstore in Brooklyn, New York.
Instagram: emmastraub
TikTok: emmastraubwriter
Books Are Magic online merch store
Instagram: @booksaremagicbk
Finders and Keepers is hosted by Rachel Kramer Bussel and is a production of Open Secrets Magazine. Thank you to Sound Off Network and Dan Schroeder for audio production support. If you like the podcast, we’d greatly appreciate if you’d leave a rating and review wherever you listen to podcasts and tell your friends about it to help us reach new listeners. Want to share your own stuff story, tell us who we should interview next, or share your own most treasured possession? Contact us at findersandkeeperspod@gmail.com or leave a voicemail at speakpipe.com/findersandkeepers
For more about our attachments to our belongings, read the personal essays in the Object-ives and Stuff-ed sections of Open Secrets Magazine at opensecretsmagazine.com, where you can also submit your own essays.
