In connection with the film "It" going to the cinemas, Stephen King's best-selling novel of the same name is back on everyone's lips.

A bookstore in Stockholm draws attention to it all with ambitious marketing.

In front of the books is an eerie doll with a red balloon, like a scene from the book.

Yesterday, the author somehow heard about the picture, and then chose to write a tribute tweet to the store.

When Stephen King sent the picture, his followers reacted accordingly: The post has been retweeted over 7,000 times and the company is very proud of its new fan.

- It's super cool.

I mean, it's Stephen King.

Stephen King!

We have never experienced anything like this, says Torbjörn Elbe, sales manager at Pocketshop.

"I do not even dare to speculate"

But despite the recognition, one does not dare to hope for any increased sales.

- I actually do not know, it is difficult to know what it can mean for us.

I do not even dare to speculate.

But it is clear that it is cool, he says.