The Fandom Fusion: Kingdom of Threads Bets Big on the Gamer Economy

TOLLAND, Conn. – November 21, 2025 – In a move that signals a significant shift in the landscape of niche retail, Kingdom of Threads, a popular purveyor of fantasy-themed merchandise for book lovers, has announced its acquisition of Storymakers Trading Co.'s tabletop role-playing game (TTRPG) product line. While on the surface it appears to be a straightforward purchase of a smaller brand by a larger one, the deal represents a shrewd strategic maneuver that illuminates the powerful and growing convergence of two distinct, yet overlapping, cultural domains: literary fandom and the world of tabletop gaming. This is more than an expansion; it's a calculated bet on the future of the billion-dollar 'fandom economy,' where consumer identity is fluid and passions are multifaceted.

A Calculated Play on Fandom Convergence

Since its founding in 2021, Kingdom of Threads has carved out a successful niche by creating officially licensed apparel, stationery, and gifts for fans of bestselling fantasy authors. With distribution in major chains like Barnes & Noble and over 800 independent bookstores, the company, co-founded by CEO Chelsea Brennan, has demonstrated a keen understanding of its core audience. The decision to expand into the gaming space was not a leap of faith but a data-backed progression.

"So many of our customers are not just readers, but gamers and worldbuilders," Brennan stated, highlighting the strategic thinking behind the acquisition. "The overlap between bookish fantasy fans and TTRPG players is enormous." This observation is the crux of the company's strategy. Rather than seeking an entirely new demographic, Kingdom of Threads is deepening its relationship with its existing community by catering to their adjacent interests. The company had already tested these waters with a smaller RPG and gaming line in 2024, a move that evidently validated the market potential and paved the way for this more significant investment.

By acquiring Storymakers' established and beloved line of TTRPG products, Kingdom of Threads is effectively purchasing a ready-made bridge into a new market segment. This allows the company to leverage its robust distribution and e-commerce platform to bring these products to a much wider audience, capitalizing on the brand loyalty it has already built within the bookish community.

Riding the Wave of a Tabletop Renaissance

The timing of this acquisition is anything but coincidental. The tabletop gaming industry, particularly the TTRPG segment, is experiencing a remarkable boom. Valued at over $2 billion globally in 2025, the TTRPG market is projected to grow at a compound annual rate of nearly 12% over the next decade. This growth is fueled by a confluence of cultural trends, including a renewed desire for social, face-to-face interaction and the massive influence of actual-play streaming shows like Critical Role, which have introduced games like Dungeons & Dragons to millions.

This renaissance has cultivated a vibrant ecosystem where the game itself is only part of the experience. The culture surrounding TTRPGs—the shared stories, the in-jokes, the sense of community—has created a fervent demand for merchandise that allows players to express their passion. This includes everything from high-end dice and miniatures to the exact kind of products Storymakers specialized in: enamel pins, stickers, and washi tapes that celebrate the unique dynamics of a gaming group.

Kingdom of Threads is not just buying a product line; it is buying into this culture. The acquisition of Storymakers' designs provides an authentic entry point, offering products born from within the TTRPG community itself. This authenticity is a valuable currency in a market that is often wary of corporate newcomers.

From Passion Project to Strategic Asset

The story of Storymakers Trading Co. is a testament to the power of independent creators in the modern economy. Founded by artist Tomi Ann Hill, the brand was born from a personal passion. "It immediately became a huge part of our family culture," Hill said of her family's introduction to Dungeons & Dragons. "I wanted to create things that would celebrate the adventures these games take us on and the relationships we create through them."

This heartfelt mission resonated with the TTRPG community. Storymakers grew from a family hobby into a beloved small brand known for its celebration of found family and the collaborative creativity inherent in role-playing games. The value of the company was not in its production scale, but in its authentic connection to its customers. For her part, Hill sought a new home for her designs that would honor this legacy as she prepared to move on to a new chapter.

Her choice of Kingdom of Threads was deliberate. "Kingdom of Threads' lighthearted, colorful artwork felt like a perfect fit," she noted. "But what sealed it were the values—compassion, inclusion, and supporting each other." This alignment of values, including Kingdom of Threads' commitment to donating 10% of its profits to charity, ensured that the spirit of Storymakers would persist under new ownership. The journey of Storymakers from a passion project to a strategic asset for a larger company illustrates how authentic, community-focused brands can generate significant market value.

Redefining Brand Legacy in the Creator Economy

Perhaps the most fascinating aspect of this deal is its structure, which offers a modern playbook for brand legacy and creator exits. Kingdom of Threads acquired the TTRPG merchandise line, which it will rebrand and integrate into its own catalog. However, the Storymakers Trading Co. brand name itself is not disappearing. It will continue under a new owner, Marie Criddle, who will focus on a separate collection of fantasy-style state maps originally started by Hill.

This unique arrangement allows for the best of both worlds. The TTRPG designs that built the brand's reputation gain the scale and reach of a larger company, ensuring their continued availability to a growing audience. Simultaneously, the brand identity that Tomi Ann Hill created is preserved and given a new life, free to evolve in a different direction. For independent creators, this model presents a sophisticated alternative to a complete buyout, allowing them to divest specific assets while ensuring other parts of their creative legacy endure.

As Kingdom of Threads begins integrating these new products, the industry will be watching. The company's move is a clear indicator that the walls between niche fandoms are becoming increasingly porous. For businesses that can successfully navigate these intersecting communities, the rewards are substantial. This acquisition is a bold statement that the future of fandom retail may lie not in catering to a single passion, but in celebrating the many worlds that modern consumers inhabit.