Book excerpt: • Marketing focus on combination of gift production and high content values, delivering a curated read to genre enthusiasts. • Major interest pushed through Instagram, with Youtube reviewers and influences. In the West we tend to think of witches in terms of the witch trials, when fear, ignorance and religious fervour brought the poor to heel, and fostered suspicion of those who dared to be different, or knowledgeable, or independent of mind. Witches and wizards are often associated with pre-Christian societies, Celtic in particular, (and therefore popular in tales of fantasy), but the nature of their wisdom can be found in so many fascinating cultures across the world. Ancient societies, particularly where natural religions with many gods abound, often highlight the power of an elder, or a seer, a healer or a wise friend. Tales of wizards and witches reach across traditions as folk try to explain natural phenomena and engage with the world around them. Those who understood the properties of healing in plants, or could make a prediction of weather events to rescue crops, became worshipped as elders, as keepers of knowledge. In tribal African societies, Polynesian cultures and East Asian traditions there are tales of those with great knowledge who are often described as witches or wizards. The Baba Yaga of Eastern Europe, Bokwewa, the humpback magician of the Chippewa, Merlin and Morgana la Faye of Arthurian Legend and the fox witches of Japan are but a few of the many examples. Some work for good, others with ill-intent, but all become the focus of folkloric legend, collected here in this new book of myths and tales.