10 years after the last movie of the saga and 20 after the very first one, the magic of Harry Potter still operates! In France, Harry Potter was the best-selling brand of the toy business in 2020: 2,5 million products sold and an increase of 44% vs previous year. Another evidence that new releases are not the key factor in the success of a merchandising programme. Indeed, the quality and relevance of the product offering is paramount.
And the success of Harry Potter is not limited to toys and kids, the textile industry also has capitalized on the evergreen appeal of the brand. Undiz for instance created a full programme of underwear and pyjamas targeting young adults. Credit to the massive work of the marketing & creative teams of Warner Bros. who have gathered a comprehensive portfolio of assets compiled in rich and diversified styleguides providing an unlimited source of inspiration for licensees to create and market product collections tailor-made for specific audiences and retail channels!
Even more than the release of new contents, it is this methodology and creativity which makes the Entertainment industry the leading force in the Merchandising and Licensing business. Entertainment studios understood early on that merchandising is a critical part of the Fan Experiences and a powerful way to create durable Fan Engagement.