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Article: Harry Potter and the merchandising gold; Face value.(Harry Potter and product licensing)

Article from:
The Economist (US)
Article date:
June 21, 2003
Copyright

Surprisingly, the Harry Potter launch shows new restraint in the hype business

PERHAPS only a small boy training to be a wizard at the Hogwarts school of magic could cast a spell so powerful as to create the biggest book launch ever. Wherever in the world the clock strikes midnight on June 20th, his followers will flock to get their paws on one of more than 10m copies of "Harry Potter and the Order of the Phoenix". Bookshops will open in the middle of the night and delivery firms are drafting in extra staff and bigger trucks. Related toys, games, DVDs and other merchandise will be everywhere. There will be no escaping Pottermania.

Yet Mr Potter's world ...

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