Harry Potter Anniversary Brings Some Magic to Retailers

Walmart and Target marked the 20th anniversary of the Nov. 14, 2001, theatrical release of Warner Bros. Pictures’ Harry Potter and the Sorcerer’s Stone by spotlighting licensed merchandise from the hit franchise.At Target, Harry Potter sets from Lego Group were merchandised on a dedicated endcap display outfitted with signage communicating “20 Years of Movie Magic.” Target received exclusive Lego “Fawkes, Dumbledore’s Phoenix” and “Hogwarts Wizard’s Chess” kits. (Lego similarly produced exclusive sets at Target in 2018 to celebrate the 20th anniversary of the first Harry Potter novel.)The mass merchant enlisted domino artist Lily Hevesh to create a 60-second video spotlighting the new sets, which it hosts on a Harry Potter showcase within Target.com. The page also spotlights an exclusive anniversary collection from Funko Pop!, which has been providing Target with licensed exclusive figurines since the 2016 release of Captain America: Civil War. During the holidays, the showcase also contained a section for “gifts that share the magic,” which included a Funko Harry Potter Advent calendar.Walmart ran offsite display ads, on websites such as apartmenttherapy.com, to link to its own Harry Potter showcase. The page hosts a promotional video (see below) and downloadable coloring pages while spotlighting products from Funko, Lego and Spin Master’s Wizarding World line.Beyond the mass merchant channel, Warner and Fetch for Pets teamed to create a collection of pet products exclusive to PetSmart to mark the anniversary of the film. The line comprises dog toys, apparel and collars inspired by the films and books, such as golden "snitch" and "monster book" dog toys. A Google in-feed ad spotted the week of Jan. 24th plugged the arrival of the SKUs at the pet chain.

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