In the 90s, I remember seventies stuff being pretty cool. That is how we ended up wearing bell bottoms and velveteen tops in 1997. The last few years have been all NEON! RAYBANS! LEGGINGS!, culling its sartorial influences from the 80s. There’s a 20-year cycle of fashion, when things have faded from memory just long enough to stop seeming hideously ugly.
Thus, we have started to see a 90s revival, both in fashion and in entertainment. Beverly Hills, 90210 is back on air, as is Melrose Place. Of recent book releases, the book I’ve heard the most about is Girl Power: The Nineties Revolution in Music by Melissa Meltzer, which has insipired even those who weren’t even alive at the time to listen to Bikini Kill.
It’s no surprise, then, that both the Baby-Sitters Club AND Sweet Valley are coming out with new books. (Yes, the long-awaited Sweet Valley Confidential is being released.) Had these books been released five years ago, only those of us diehards in the fandoms would have cared. The sales would have resembled those of the attempted revitalization of the series that was Friends Forever, if that. But now enough time has passed since the heyday of these series to mean that people who were readers the first time around might have kids of their own of BSC/SV-reading age. Those who don’t have kids might check out the books just out of pure nostalgia, and old enough now to not be embarrassed about being seen buying them Teachers and librarians, also of the first generation of readers, can introduce the books to the kids they work with. When the graphic novels came out, I think it was just slightly too early for all of this. Only the hardcore fanbase seemed to be interested, for the most part, and I don’t remember as many writeups across the internet. Jezebel, for one, has been following the reissues/prequel story for as long as the fandom has.
While ten years ago, Ann said she was simply “done” with the characters, perhaps the real implication of her words were that, outside of her hardcore and aging fanbase, the public was done. They were a relic, overshadowed by new phenomena like Harry Potter. Even a graphic design upgrade and less focus on baby-sitting couldn’t obscure the fact that their time was over. They were innocent books without anything supernatural. But now twenty- and thirty-somethings seem to all be infected with a sense of early 90s nostalgia.
Maybe Ann saw the marketing opportunity and seized it, or her editors gently suggested it to her. Or perhaps, she, too was nostalgic for the BSC’s heyday, and wanted to revisit these characters.