The Wizarding World of Harry Potter has been weaving its magic on the ecommerce platform Spread Group, helping drive UK licensing sales to a 70 per cent leap since the group extended its partnership with Warner Bros in December last year.
Increased demand for items – in particular the women’s hoodies range – themed around the Harry Potter franchise has fuelled a sales surge across the platform, with UK consumers ‘snapping up’ Hogwarts themed apparel. At the same time, another of Warner Bros’ leading franchises, Friends, has been subject to similar demand.
Annina Vettermann, licensing success manager at Spread Group, said: “We have been very surprised and pleased by the huge demand for women’s hoodies for both of these Warner Bros. brands. We think this is a gap in the market and fans have been happy to find merch they want to wear at Spread Group.”
Spread Group’s bestselling Harry Potter design is a gold Hogwarts coat of arms. This is closely followed by individual House hoodies. The most popular is Harry’s own Gryffindor (accounting for 40 per cent of sales). Hufflepuff and Ravenclaw are vying for second place (22 per cent and 21 per cent respectively) and those ambitious Slytherins are not far behind either, on 17 per cent.
Meanwhile, the revival of 90s TV hit Friends has seen a rise in demand for its classic brand and images of the Central Perk gang. At Spread Group, sales of tote bags, hoodies and t-shirts have risen for both men and women.
Vettermann added: “2020 has been a difficult year for everyone, but we were delighted to see UK consumers being creative and taking advantage of these newly licensed designs. The strategic partnership has created exceptional results for the Spread Group and Warner Bros. partnership.”
Spread Group currently offers 14 Warner Bros. licenses, including Batman, Wonder Woman, Tom & Jerry, Looney Tunes and Superman, in a wide range of products, colours and designs.
The Spread Group side of the partnership covers design, marketing and production, a presence on the Spreadshirt marketplace, Amazon and eBay. This licensing deal made Warner Bros. one of Spread Group’s largest partners. Its consumers can now access over 1,500 Warner designs on the Spreadshirt marketplaces in the UK, USA, Canada and Australia as well as over 1,000 item positions on Amazon.com.