The wild and whimsical world of Harry Potter, which is the largest-grossing movie franchise in film history, has become the
magical mainstay of Warner Bros. Consumer Products' global licensing strategy.
With a rich portfolio of properties including Looney Tunes, Batman, Superman, Watchmen, and DC Comics, Warner Bros. is committed
to fewer but bigger releases, and few will be any bigger than the final three Harry Potter films.
"Warner Bros. is an entertainment powerhouse that builds incredible franchises. We are fortunate to represent such a strong
portfolio of perennials in the world of licensing," says Brad Globe, president of Warner Bros. Consumer Products. "To be able
to extend—and expand—consumer interaction with great properties like Batman, Looney Tunes, Scooby-Doo and, of course, Harry
Potter, is really a unique circumstance for us and our partners."
Since acquiring the film rights from creator/author J. K. Rowling in 1999, Harry Potter has grown and matured, beyond the
12-year-old boy who instantly became a cultural phenom and has become the definitive tentpole of the '00s decade.
Now, as the mega entertainment franchise approaches its final three films, Warner Bros. Consumer Products, the world's third-largest
licensor with $6 billion in total sales at retail, is mixing a new potion for growth in licensing, and it hopes to exceed
the global prominence and multi-billion licensing juggernaut it became since the first movie, Harry Potter and the Sorcerer's Stone, debuted in 2001.
With next month's much-anticipated premiere of film six, Harry Potter and the Half-Blood Prince, WBCP has established a multi-pronged global licensing strategy that boasts extensive product assortments based on three
theatrical releases, video games, a museum exhibit and a theme-park attraction.
"Harry Potter is an instant classic that remains as relevant as ever today. Based on the already-established film content
and what's to come over the next few years, we are really focused on making sure that retailers and licensees know the opportunity
to connect with consumers through merchandise has never been stronger. It doesn't stop there, though," emphasizes Globe. "With
major projects such as the Harry Potter Museum Tour and the Wizarding World of Harry Potter, we see a promising horizon for
Harry Potter across the entire licensing landscape."
The strategy and timeline includes the following:
- April 30: Harry Potter: The Exhibition launched at the Museum of Science and Industry in Chicago and is a brand extension
indicative of the widespread popularity of the franchise.
- July 15: Harry Potter and the Half-Blood Prince releases in theaters worldwide and could exceed the highest weekend (Nov. 18, 2005) box office gross of film four (Harry Potter and the Order of the Phoenix), at $102 million.
- July: Harry Potter and the Half-Blood Prince videogame, from Electronic Arts, releases for multiple platforms and will coincide
with the film's release.
- Spring 2010: The theme park attraction, The Wizarding World of Harry Potter, will open at Universal Orlando Resort, Orlando,
Fla.
- Holiday 2010: Harry Potter and the Deathly Hallows, Part 1, based on the final novel, is scheduled for theatrical release.
- Summer 2011: The final movie, Harry Potter and the Deathly Hallows, Part 2, will be released.
