Retail Wizardry Abounds for 'Harry Potter' Launch

Retailers are gearing up for this weekend's debut of Harry Potter and the Half-Blood Prince, the biggest release in book publishing history. Scholastic Inc., the book's U.S. publisher, undertook a record-setting first printing of 10.8 million copies for the sixth installment in the Potter series. A multi-million dollar marketing blitz kicked off in March with distribution of in-store bookmarks and brochures heralding the July 16 release date (and featuring a list of suggested Scholastic fantasy titles to read in the meantime). For the campaign's second wave, which broke in May, Scholastic shipped 40,000 displays with "countdown clock" tearpads to retailers in a variety of channels. The hype will culminate at 12:01 A.M. on July 16th, when more than 5,000 retailers will host midnight parties to celebrate the book's release, according to Scholastic, which produced 5.5 million temporary tattoos for stores to hand out at the events. The top three retailers in the bookstore channel have events planned:Barnes & Noble will host parties at more than 660 stores featuring face-painting, live magic shows and other activities. The chain's Union Square store in Manhattan will air a taped message from J.K. Rowling, the book's author. Borders will host giveaways and activities including trivia games, mask making, science experiments and magic crafts. Books-A-Million stores will open an express checkout lane for customers who pre-order the book. The chain also will host costume contests and crafts. Elsewhere, department store Marshall Field's is inviting shoppers to visit its flagship Chicago outlet for storytelling, magic demonstrations and other activities on Saturday morning. Mass merchant Meijer's activitiies include a chain-wide sweepstakes awarding a trip to London; each store conducts its own sweeps awarding 10 winners a pair of "Harry Potter wizard glasses." The book has been heavily featured in circulars for supermarket and drugstore chains as well. The previous book in the series, Harry Potter and the Order of the Phoenix, sold five million copies in 24 hours.

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