Special Feature - Wizarding World

The magic goes on

September 1st once again marked Back to Hogwarts, the day of the year when Hogwarts students (you guessed it) board the Hogwarts express and return to the internationally acclaimed Hogwarts School of Witchcraft and Wizardry. Rachael Simpson-Jones picked up her wand and set off to King’s Cross to experience the event for herself, before sitting down with Rachel Wakley, SVP & general manager - UK & Ireland at Warner Bros. Discovery, to find out more about the enduring appeal of the Wizarding World and how the studio is keeping its magic alive.

Coffee and cookie in hand (but concealed beneath my cloak), I took a moment to stand back and watch as attendees of the Back to Hogwarts event noticed what was on the departures boards in the main concourse of King’s Cross Station. There, sandwiched between boards showing the muggle trains to Bradford Interchange and York - and thankfully running on time - was the 11.00 to Hogsmeade: the Hogwarts Express.

Around me, a record crowd of thousands had gathered to celebrate the auspicious day. Although I had dressed up for the occasion, donning a cloak, Gryffindor uniform and tie, owl-themed backpack and wand, I couldn’t help but feel mine was an amateur attempt. There was some incredible cosplay on show, from Death Eaters and Aurors to Hagrid and even (admittedly, somewhat disconcertingly) a human-size Dobbie in a vinyl mask and oversized pillowcase. Where the fans were gathering, a stage had been set up, complete with a towering stack of Hogwarts-bound trunks and a lifesize Buckbeak. Here, host Sam Thompson would ultimately entertain the crowds by interviewing cast members from The Cursed Child, quizzing the audience and handing out prizes from the likes of Wow! Stuff, The Carat Shop and more, and dabbling in some magic as the clocked ticked down to 11am – the moment everyone was waiting for, when an announcement played over the tannoy system would invite students to board the Hogwarts Express and return for the new school year.

The event was remarkable in both atmosphere and scale. Despite the latest round of train strikes, the turnout was enormous. Being in the crowd was a little like being in front of the main stage at a music festival, only with more wands and Butterbeer. “I guess this is what you call brand immersion,” remarked one excited young witch to me, the plush toad on her shoulder sitting at a jaunty angle. And getting from one end of the station to the other was an act of magic in itself, with those deftly weaving their way through the thrum becoming the recipients of many an amusing Slytherin-based quip.

But above all else, Back to Hogwarts 2023 was a shining testament to the deep, resonant love fans have for the Wizarding World: a love that has spanned nearly 25 years, 18 books, 11 movies, an award-winning international stageplay, multiple games across numerous platforms, theme-park events and dedicated location based experiences, a huge consumer goods slate and much, much more. Rachel Wakley, SVP & general managerUK & Ireland at Warner Bros. Discovery, tells Toy World readers what they can expect from the franchise as its magic continues to grow.

First of all, how is Wizarding World performing as a franchise so far this year?

We’re extremely happy with how Wizarding World has performed this year - and we are so excited for what’s still to come. We’ve been overwhelmed with the incredible response from fans that joined us at our Back to Hogwarts Harry Potter event at King’s Cross Station. The annual celebration at Platform 9 ¾ was originally conceived by the Harry Potter fan community and it’s something we now actively help to promote and elevate, by bringing in licensees and hosting activities to pay tribute to our dedicated fanbase. One of the great strengths of the franchise is its depth and breadth. There is so much that it encompasses and so many different ways fans can interact with the brand to celebrate the magic. It has been a great year so far, and I am confident it’s going to get even better.

It’s been a big year for gaming – in 2023 we’ve seen the launch of the Hogwarts Legacy console game as well as the free Harry Potter: Magic Awakened trading card game. How has this translated into fan engagement?

The Wizarding World video game releases this year have been a revelation. Both Hogwarts Legacy and Harry Potter: Magic Awakened offer unique experiences and are amazing extensions of the wizarding world. Hogwarts Legacy topped sales charts around the world and has generated more than $1b in revenue. Credit must go to our Warner Bros. Games team, which successfully created new and exciting ways to explore the core material in a way that really resonates with our fans.

At this point in the Wizarding World lifecycle, the fans have such a deep affinity and connection with the franchise that the stakes are extremely high as we approach each extension or release. The community feels a sense of ownership and protectiveness of the franchise. On top of that, they are very engaged, so when something connects – when something really, really works - the reaction is both amazing and instantaneous.

We’ve also seen all eight Harry Potter movies arrive on Netflix in the UK this year. What has this meant for the franchise?

This has been such a positive move for the franchise in general and has definitely ignited fresh interest in it, judging by our conversations with licensees and retailers. There is no denying the power of the Netflix platform. Having all eight Harry Potter films available in one place, for viewers in the UK to stream as they wish, has been a great step for the franchise, serving both the fans that are re-watching and reliving the movie magic and helping a new generation of young fans discover the unique world of Harry Potter for the first time. There is a momentum to the narrative and it’s great to see fans’ enthusiasm for diving into the entire film series in this way.

The Back to Hogwarts event appears to be just a small part of the events and experiences slate for the months ahead. What else do fans have to look forward to?

Wizarding World is a global franchise and one of the keys to its success has been tapping into the perspectives of fandoms that exist in every corner of the world. Our Back to Hogwarts celebrations are only getting bigger and better and certainly aren’t contained to King’s Cross Station. We’re hosting fan events across Europe, special theatrical re-releases in the UK, France, Germany and Spain alongside in-cinema screenings in Japan, plus some incredible events in Beijing and Shanghai with our partners Lego and HPMA.

There are a few things I can’t quite reveal right now, but we’re covering all touchpoints with live experiences, retail activations, new product lines, digital activity and in-person events that leverage exciting new technology like never before.

It’s been almost 22 years since the first Harry Potter film was released, but it seems like love for the franchise is just growing and growing every year. What’s behind this?

I think it is fair to say that now, a quarter of a century in, there’s a bit of magic in it. Of course, that magic is supported by a rich and constantly evolving ecosystem of consumer products, themed experiences, tours, attractions, gaming, digital and seasonal celebrations. The original book series provides an incredibly complex and intricate source material, with characters that are so deep and relatable that you want to continue your relationship with them.

I think the reason for its continuous growth is, in no small way, due to our incredible global community of fans, which holds the Wizarding World so deeply in its heart. Our fans’ passion really helps us focus in on how we can best entertain and serve the community. The ways that merchandising, games, tours, retail activations and live experiences, plus so many other things, are designed and conceived has to always be on-point, so our standards are of the highest quality. Every expression has to properly represent the brand, tapping into the original affinity while at the same time bringing something new to the table. We are very proud of how creative and sharp each and every extension has been.

Exceeding these expectations has certainly helped to not only sustain the franchise, but also to keep it growing. When you can marry the rich, almost infinite possibilities and resonance that the original source material provides with a carefully thought out, strategic and reverent programme of extensions, you have put yourself in a position to reasonably hope for success. However, I also think there is a bit of extra magic within the Wizarding World franchise that has given it such extraordinary staying power.

What does the property continue to offer from a retail perspective?

The IP is as powerful now at retail as it ever has been. The retail landscape is a constantly moving picture and, likewise, consumer behaviour is evolving at a much quicker pace thanks to TikTok trends and social media generally. As a licensor, we’ve been quick to react to those needs and provide retailers with unique solutions or ‘shop within shop’ experiences that take customers into the world of Harry Potter and offer their customers something really special. M&S and Hamleys are key examples; we worked with these retail partners on their Wizarding World activations to create a feeling of heightened drama and exclusivity, which had a positive uplift in sales. As I mentioned before, Wizarding World has an extraordinary relationship with its fandom. The breadth of our CP programme means we have a diverse product offering that reflects the cultural nuances of each market and can meet the individual needs of retailers. Increasingly, our retail partners want a unique point of difference that sets them apart from their competitors and we’re more than happy to facilitate this.

As we go into the next quarter century of Wizarding World, I’m keen to highlight that there is so much more to explore. I’m very excited about how far we can take this franchise. New technology will help shape and evolve the relationship between the fans and the franchise, and we’re also going to be entering an era in which we’ll welcome third-generation fans – it may be hard to believe, but it’s true! The possibilities and potential of where Wizarding World can go are nearly endless. It is an exciting time for us, our partners and, most importantly, the fans.