Warner Bros. and the Magic World of Harry Potter

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."