Coming face to face with fire breathing dragons or flying off for adventures in galaxies far away. The global comic book market and its storylines were valued at $16 billion dollars in 2023 and is projected to reach $26.75 billion by 2032 according to Ken Research. This booming market has a formidable force of a retailer just outside of St. Louis, where Fantasy Books Inc. has been in business in Metro East for more than 40 years.
“We celebrate pop culture at Fantasy Books by selling comic books and tabletop games, role playing games, trading cards, and Pokemon magic,” said Steve Unverferth who has owned Fantasy Books along with Tony Favello for more than 20 years. Whether its superheroes fighting for justice, battling mythical beasts, or building a unique epic story, they love that from the moment customers step into any of their three locations in Belleville, Fairview Heights or Edwardsville, anything is possible.
The store’s shelves are filled with pop culture treasures ranging from mind-bending games to epic comic book series for all ages. From the iconic superheroes of Marvel and DC to the enchanting realms of fantasy and science fiction, there is no shortage of adventure. Trading card enthusiasts can find their favorite decks of Pokémon or Magic the Gathering while tabletop gamers can dive into immersive role-playing games that transport them to distant lands.
“You know, people want to get together and talk and do something together, to have fun together, to be together and experiencing that,” explained Steve. “I don’t think you can get that if everybody’s on their own computer or their own phone.”
The game rooms and areas to play have become a cornerstone of the Fantasy Books experience. This place is where friendships are forged over dice rolls and strategy sessions. Families gather for game nights, and newcomers are always welcomed to play with open arms.
A comic book dream is made
Steve’s journey to ownership of Fantasy Books, on its own, could be considered a saga taken straight from the world of comics. His interest in this genre took shape in the 4th grade. “My mom gave me my first comic book,” recalled Steve with a smile who noted the comic was the Christmas edition of Justice League. “It created a longing for me to enjoy superhero stories, fantasy stories. I kept reading and collecting throughout grade school and high school.”
Steve’s passion for comics took a backseat when he went to college and studied to become a priest. He spent eight years in the seminary and seven years in the priesthood. Steve followed a path of spiritual leadership until he had his own revelation.
“I decided that that wasn’t the lifestyle I wanted. I recognized that in my own personal life, I was gay and wanted to be able to explore what that meant,” Steve explained. “And to have a life of my own, kind of not in that fishbowl of religion.”
After stepping away from the priesthood in 1996, Steve returned to the world of comics, starting with a part-time position at Fantasy Books.
“As a gay man, they gave me some safety and security,” said Steve with emotion in his voice. “I think people that are into the pop culture of role-playing games and, tabletop games, really are just trying to get those skills that they need to be able to think and to problem solve and to be successful in life.’
“It just stirred up that longing and enjoyment that I had as in high school and grade school,” remembered Steve, who in 2004, was offered an opportunity to purchase Fantasy Books in Belleville, launching a fulfilling retail career in the comic and gaming space.
Over the years, Fantasy Books has grown to a larger footprint of three stores, with locations in Belleville, Edwardsville and Fairview Heights.
Comics, games and fun
Fantasy Books is more than a business to Steve. It is a place where stories come alive and communities come together. His passion for connecting people to stories and games stems from his lifelong love of comics and his desire to create spaces for shared experiences.
“One of the things I like the most is being able to provide people with something that they may not recognize they need, or don’t even know that they need,” Steve shared. “I believe comic books have a variety of topics and themes, and there’s a comic book available for everyone.”
Steve’s personal preferences reflect his journey through life. He says he still enjoys classics such as Superman and Justice League, but his tastes have expanded to include titles with standalone stories and thoughtful themes.
“I still enjoy the fantasy comics that come out like the King Arthur books,” said Steve. For games, Steve leans toward family-friendly and party games. “Something I can take home for Thanksgiving with my extended family and play together,” said Steve leaning up in his seat. “These are games that go beyond what you’d find at Target or Walmart. They’re tabletop games that everyone can enjoy.”
The diversity of offerings at Fantasy Books mirrors the diversity of its customers. “It’s a dynamic in comic books and gaming that really can encompass the whole spectrum,” Steve explained. “You can find good, clean fun for all ages. There are also comics that are for more mature customers, tackling tough questions about diversity, racism, or political themes.”
Beyond the stories, Steve views comics and games as tools for building life skills. “They provide the ability and techniques to deal with life,” Steve noted. “Pop culture, role-playing games, and tabletop games help people, especially families and younger kids, learn to develop problem-solving skills and think critically.”
Despite predictions of the “death of comic books” over the years, Steve says their appeal is stronger than ever and the market data supports his views. “Collectors especially want to feel and experience something tangible. The smell of the paper, the tactile sensation of holding a comic (book) is something you can’t get digitally,” Steve explained noting that the COVID-19 pandemic expanded the value of comics. “During that time, families had to come together and figure out how to survive and interact,” added Steve. “Comic books and games became ways for families to connect, have fun, and communicate.”
Running a business of this scale requires more than unbridled passion. It requires a strong team. Steve credits much of the success of Fantasy Books to his loyal and knowledgeable staff.
“I can’t do everything myself. I need people on staff who often won’t do things the way I would, but end up doing them better.” said Steve, his face revealing his depth of appreciation for the team with whom he works. “I have the greatest staff. We started off with a very small store, and now we have 29 employees. I never thought we’d grow this much.
“What I would like the people of Illinois to know about retail is it may not be easy, and it may be very difficult. But, never be alone,” suggested Steve. “Always reach out for other people who have more wisdom and guidance and know that it can be successful. It can be a real joy to know that you own a business and that you can provide for others.”
Steve does not take for granted where he is in life or what he has built for his community to enjoy.
“I own three comic book game stores in Metro St. Louis. The lesson of all this is dream big and just reach for it. All of a sudden you’ll be there and turn around and be like, ‘How did I get here?’” said Steve. “In many ways, my life is like a comic book and similar to the stories that I remember like Superman choosing the right things. Many times, it’s not about the end, but it’s the quest to get there, and the adventure that retail can be.”
Steve is very proud of the business he and Tony have made successful over the years, through good times and bad. But Steve is very aware his success is not his alone.
