WBCP looking to boost Harry Potter publishing drive

After success for Panini and DeAgostini, the firm is hoping to add new partners to the portfolio.
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Warner Bros Consumer Products is heading to Bologna Book Fair on the back of some strong sales figures for its Harry Potter publishing partners.

Panini has sold in excess of 1.25 billion Harry Potter stickers and DeAgostini's Harry Potter Chess Partwork has shifted more than 23 million copies to date in just over two years.

Following this success, WBCP is now confident of adding new partners within the sector, which can add significant value and support to the Harry Potter brand as it heads to is finale at the box office.

"The roadmap for the Harry Potter brand has been set until 2012, an unbelievable calendar of events that includes three movies and three DVDs in three years, plus an exhibition tour and a theme park and it doesn't end there," said Bruno Schwobthaler, senior VP of sales and business development at WBCP EMEA.

"With a solid strategy we will ensure Harry Potter's commercial position as an evergreen entertainment brand long after the final movie release.

Schwobthaler continued: "In line with the current market trend for retro and heritage brands, we'll be using Bologna Book Fair as a vehicle to drive awareness for the Harry Potter brand and the vast bankk of content that's available to licence.

"There's still time to be part of the phenomena and we welcome discussions with licensees who complement our long-term partners and who help the brand find its position in the evergreen entertainment space."


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