u/sbg-2026

For those of you that don't know Indigo is the largest bookstore chain in Canada! They have had a partnership with SJM in the past - Indigo sold the editions with the Ember and Randall bonus chapter for HOFAS. This is a video I found on their instagram (posting TikTok link but they don't seem to be as active on there). Generally I don't give much thought into promotion from retailers but this one is for sure INTERESTING for a few reasons. I also haven't seen this video discussed on any sub.

https://www.tiktok.com/@indigo.ca/video/7654576686859554068?is_from_webapp=1&sender_device=pc&web_id=7641665975334618632

This is the first longer promotional video I have seen from a major retailer (with ties to SJM) since the target ad. It highlights all of SJM's work (not just ACOTAR) and the crossover as well.

"Now suddenly everyone is trying to figure out whose related to who, what world connects to what..."

Then they go on...

"Also important... NEVER trust Sarah J. Maas, especially when things start feeling happy because someone is about to get *bleeeeeepppeeed*"

This ad also begins with talking about starting your reread of the maasverse. This isn't targeting new readers. We already know what has happened in the past and where SJM has pulled a twist. We don't know what is yet to come.... why emphasis this??? HMMM.

This also seems like a strange thing to pull as a major retailer without being told to say this or something along those lines. MARKETING FRIENDS... Indigo is a billion dollar company. This isn't some small chain. They have had a close relationship with Bloomsbury and SJM. Content to this extent must be coming from some sort of marketing or branding package from Bloomsbury or SJM's team correct?

There is also a ton of ACOTAR merch that is blurred out throughout the video!!! In the comments they say to check back on July 22nd! Again I find this marketing tactic so interesting. I am wondering if July 22nd will be when the cover is announced! Or maybe even the 21st. Maybe Indigo has a deal to sell some exclusive merch when the cover drops similar to how Target has a gift with pre-order purchase.

Can anyone make out what any of the merch says? I can only see "City of Starlight" on one of the bags.

And FINALLY. Peep the book that is hidden in the back. This is lined up where her other books are.

https://preview.redd.it/33n9xvwdaxah1.jpg?width=1031&format=pjpg&auto=webp&s=3588d1e484945b533c4360dd556bd3c0f0743e91

I spot a grey/green book that has the dusk colouring in the heading. The font seems consistent as well. There is also that detailing of the mask similar to the ACOSF book. The sizing is hard to tell but this would definitely be a mock up if anything. Could be a misplacement of a different book??? Buuuuuttt.....

https://preview.redd.it/wfba9g9vaxah1.jpg?width=1179&format=pjpg&auto=webp&s=68d10dd1e9f3a7913f88b953481d720b42a51afb

Indigo with the detective emoji and not denying its placement!

So what are your thoughts!?

What blurred out merch can you see? I need people with better eyes and detective skills! The table changes it's items a few times as well!

Do you think its odd for a major retailer to say "NEVER trust Sarah J. Maas" when leading up to a book launch?

AND

Do you think this is a sneak peak of ACOTAR 6?

I am sure many people have seen the paid bloomsbury ACOTAR "joy" ads going around instagram. I wanted to look at it through a Bryceriel lens and came across something pretty interesting... Now I think this is coincidence to do with the joy ads but still worth the share.

In HOEAB Hunt gifts Bryce an opal while they are at the meat market. The exchange goes like this:

.....................................................................

"It builds character," he said, examining a stall full of opals of every colour: white, black, red, blue, green. Iridescent veins ran through them, like persevered arteries of the earth itself.

"What are these for?" he asked the black-feathered, humanoid female at the stall. A magpie.

"They're luck charms," the magpie said, waving a feathery hand over the trays of gems. "White is for joy; green for wealth; red for love and fertility; blue for wisdom... take your pick."

Hunt asked, "What's the black for?"

The magpie's onyx-colored mouth curved upward. "For the opposite of luck." She tapped one of the black opals, kept contained within a glass dome. "Slip it under the pillow of your enemy and see what happens to them."

Bryce cleared her throat. "Interesting as that may be - "

Hunt held out a silver mark. "For the white."

Bryce's brow rose, but the magpie swept up the mark, and plunked the white opal into Hunt's awaiting palm. They left, ignoring her gratitude for their business.

"I didn't peg you for superstitious," Bryce said.

But Hunt paused at the end of the row of stall and took her hand. He pressed the opal into it, the stone warm from his touch. The size of a crow's egg. It shimmered in the first lights high above.

"You could use some joy," Hunt said quietly.

Something bright sparked in her chest. "So could you," she said, attempting to press the opal back into his palm.

But Hunt stepped away. "It's a gift".

...........................................................................

In HOFAS Sigrid and Ithan visit an opal dealer while at the meat market. I am assuming it is the same dealer as I doubt there would be multiple opal dealers lol. Here is their exchange:

...........................................................................

Ithan opened his mouth, but... fine. With a mocking smile to the males, he walked over to the Alpha. And spare the opal dealer from her endless questions.

How do you know it bestows luck or love or joy? What do the colours have to do with anything? What proof do you have that these work?

He couldn't tell if it was curiosity, pent up from years in that tank, or sheer Alpha-ness, needing to question everyone and everything. Needing order in the world.

Ithan put a hand on Sigrid's elbow to alert of his presence, but again she flinched. Ithan backed away a step, hands up as the opal dealer watched warily.

...........................................................................

I would like to point out that the passage in HOFAS is also italicized as above. While it it summarizing Sigrid's thoughts the italics but emphasis on this passage.

Now the magpie tells Hunt and Bryce that opals are for good luck.

OPALS ARE KNOWN AS BAD LUCK. According to superstitions opals should also NOT be given as gifts because of the myths around them bringing bad luck. Hunt emphasizes that it is a gift.

The magpie goes on to tell them that the black opals bring bad luck. AGAIN, THE OPPOSITE IS TRUE. BLACK OPALS ACTUALLY BRING GOOD LUCK.

The magpie also goes into descriptions about the symbolism behind the other colours of Opals.

We know SJM is a big fan of crystals - she has talked about it lots and has displayed multiple crystals on her writing desk. She is not writing about Opals with 0 knowledge of their symbolism. She is already either aware of the lore OR would have researched beforehand - especially with going into details about colours/properties. I used to be into crystals when I was younger and half the fun is learning about the different myths and symbolism.

If this wasn't suspicious already.... in British and Irish folklore magpies (which the opal merchant was) are an OMEN and symbolize of sorrow, misfortune and BAD LUCK.

We then have Sigrid and Ithan revisiting the opal merchant... Sigrid asking questions about the colours (!) and how to know they bestow luck or joy or love. I do find these three words pulled verrrrryyy interesting. Since we know the luck was backwards amongst the stones, Hunt gifted Bryce a stone for joy and then "love" for Brunt's relatonship.

A scene where Hunt first gives Bryce a gift... a scene where Bryce notes "something bright sparked in her chest" is actually full with bad omens. And then SJM writes a reminiscent scene of this is HOFAS. Interesting if you ask me.....