Already touted as the hot property of 2001, dozens of companies have begun a feeding frenzy in their quest to land licensing rights to a myriad of product tie-ins geared towards the first of a proposed series of Potter feature films.
Boosted by the overwhelming popularity of J.K. Rowling's books, Warner Bros. has lined upsome 50 manufacturers eager to cash in on the spell the boy wizard has cast over children and adults alike in anticipation of the November 16,2001 release of Harry Potter and the Sorcerer's Stone.
In a promotional and merchandising campaign unmatched since the latest Star Wars movie, Warner Bros. has gone to great lengths to ensure long term vitality of the Potter paraphernalia juggernaut by enlisting the services of a New York based marketing agency to develop a brand strategy for the property as well as the unprecedented step to remain true to the characcters and spirit of the literary works by bringing the author herself on board in a consulting capacity. "I am nervous because I'm fighting tooth and nail to maintain the purity of the world," says Rowling "Trying to make sure that when things go out with Harry Potter on them, they really are Harry Potter things..."
Word circulating around the entertainment industry has the studio methodically building the book series into a mega-franchise that will eventually extend to music, interactive games, stage shows and theme park attractions.
The first wave of Potter-related products have begun arriving at 140 Warner Bros. Studio Stores across the U.S. and several upscale and speciality retailers will stock holiday themed items like lights and ornaments with images of Harry and his pals Hedwig, Hermione, and Ron. Bear in mind that a merry Harry Christmas won't come cheap - one type of glass ornament will sell for $50 while a boxed set of four will go for $200. A string of lights carries a retail price of $22.50 and other less costly ornaments in the collection will be available for $5.50 and up.
Following Christmas, prepair for a deluge of T-shirts, action figures, trading cards, plush toys, calendars, socks, sunglasses, Lego blocks, bath towels and scores of other items.
For the moment, the only factors with the potential to match the studios' near-guaranteed windfall are the expectations that go with it.
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