Modern fantasy
Although pre-dated by John Ruskin's story The King of the Golden River (1841), the history of modern fantasy literature is usually said to begin with George MacDonald, the Scottish author of such novels as Phantastes (1858) and The Princess and the Goblin (1872); the former is widely considered to be the first fantasy novel ever written for adults. MacDonald was a major influence on both J. R. R. Tolkien and C. S. Lewis. The other major fantasy author of this era was William Morris, an English poet who wrote several novels in the latter part of the century, including The Wood Beyond the World (1894) and The Well at the World's End (1896).
Despite MacDonald's future influence with the novel At the Back of the North Wind (1871), Morris's popularity with his contemporaries, and H. G. Wells's novel The Wonderful Visit (1895), it was not until the 20th century that fantasy fiction began to reach a large audience. Lord Dunsany established the genre's popularity in both the novel and the short story forms. H. Rider Haggard, Rudyard Kipling, and Edgar Rice Burroughs began to write fantasy around this time. These authors, along with Abraham Merritt, established what was known as the lost world subgenre; this was the most popular form of fantasy in the early decades of the 20th century, although several classic children's fantasies, such as Peter Pan and The Wonderful Wizard of Oz, were also published around this time.
Juvenile fantasy was considered more acceptable than fantasy intended for adults, with the consequence that writers who wished to write fantasy for adults needed to fit their work into forms aimed at children. Nathaniel Hawthorne wrote fantasy in A Wonder-Book for Girls and Boys, intended for children, although his works for adults only verged on fantasy. For many years, this book and successes such as the novel Alice's Adventures in Wonderland (1865) created a circular effect: all fantasy works, even the later series The Lord of the Rings, were therefore classified as children's literature.
Political and social trends can affect a society's reception of fantasy. In the early 20th century, the New Culture Movement's enthusiasm for Westernization and science in China compelled them to condemn the fantastical shenmo genre of traditional Chinese literature. The spells and magical creatures in these novels were viewed as superstitious and backward, products of a feudal society hindering the modernization of China. Stories of the supernatural continued to be denounced once the Communists rose to power, and mainland China experienced a revival in fantasy only after the Cultural Revolution had ended.
Fantasy became a genre of pulp magazines published in the West. The first all-fantasy fiction magazine, Weird Tales, was published in 1923. Many similar magazines eventually followed, including The Magazine of Fantasy and Science Fiction (F&SF). When this magazine was founded in 1949, the pulp format was at the height of its popularity; F&SF was instrumental in bringing fantasy fiction to a wide audience in both the US and the UK. Such magazines were also instrumental in the rise of science fiction, and the two genres were first associated with each other around this time.
By 1950, sword and sorcery fiction had begun to find a wider audience, with the success of Robert E. Howard's Conan the Barbarian stories and Fritz Leiber's Fafhrd and the Gray Mouser stories. However, it was the advent of high fantasy—especially J. R. R. Tolkien's novels The Hobbit and The Lord of the Rings, which reached new heights of popularity in the late 1960s—that allowed fantasy to enter the mainstream. Several other series, such as C. S. Lewis's The Chronicles of Narnia and Ursula K. Le Guin's Earthsea, helped to cement the genre's popularity.
The popularity of the fantasy genre has continued to increase in the 21st century, as evidenced by the best-selling status of several series: J. K. Rowling's Harry Potter, Robert Jordan's The Wheel of Time, George R. R. Martin's Song of Ice and Fire, Steven Erikson's Malazan Book of the Fallen, Brandon Sanderson's The Stormlight Archive and Mistborn, and A. Sapkowski's The Witcher.