In the parlance of romance on roll” is a sweet, supportive, and kind hero-the anti–Christian Grey. The phrase alludes to a 2014 Onion headline, “Beautiful Cinnamon Roll Too Good for This World, Too Pure,” and has come to represent a subgenre of books that push back on toxic masculinity. “More readers are asking for ‘cinnamon rolls’ and ‘golden retrievers,’ ” says Kaitlin Olson, senior editor at Atria; the latter refers to a romantic lead with a warm, floppy energy and positive attitude. “We’re seeing changing views on identity and masculinity and consent in the larger population, and readers are looking for romance novels to reflect what they’re seeing in the culture.”

Olsen and other editors and authors spoke with PW about forthcoming books whose squishy-centered men typify the changing face of attraction.

He keeps his therapeutic pottery hobby a secret until he meets Sophie, a romance novelist who has never been in love

The Long Game by Elena Armas, a September release from Atria, is a slow-burn romance between Adalyn Reyes, a prickly soccer executive, and Cam Caldani, a gruff retired goalkeeper. “Cam is deceptively kind,” Olson says. “He coaches a children’s soccer team. You see his interactions with the girls, whom he considers his own children. He has two cats. He takes care of Adalyn as well. That’s something we’re seeing more of in romance-men as emotional and physical caretakers.” See « Couple Goals » for our q&a with Armas. Continue reading « Sweet Cinnamon Roll Heroes: New Romance Novels »