Fantasy fiction is a tool to attract more young readers to Christian retail stores, says Dale Anderson, executive director and publisher of AMG Publishers.

"This category is great," said the man who liked the promise of the genre so much that seven years ago he converted AMG's Living Ink imprint from Christian Living to Young Adult (YA) fantasy fiction.

"The Washington Post recently had an article saying that Christian fantasy fiction has caught fire," Anderson said. "Ignited by Harry Potter, it sent Christians looking for alternatives. We've had numerous testimonies from (teen readers) about their renewed interest in reading the Bible and turning to faith in Jesus Christ."

Even though music, jewelry and apparel drive YA spending, teens are still quite interested in books and Bibles. A recent study by the Evangelical Christian Publishers Association found that in 2009 shoppers ages 13 to 17 bought 6% of the fiction and nonfiction and 11% of Bibles at Christian stores. That doesn't count items parents purchased for them, which would drive those numbers higher.

This is another reason Anderson believes so strongly in the kind of fantasies spun by C.S. Lewis and J.R.R. Tolkien, which remain popular long after those authors' deaths.

"We believe God is using this genre," Anderson said. "Millions of people have read (their) books and been inspired. We think it's time to renew this vision and to promote Christian themes such as faith, hope, integrity and honor ... and that good prevails over evil."

Read more about trends in YA publishing in the May issue of Christian Retailing.

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