Harry Potter's Marketing Wizardry

Toy makers Mattel and Lego have invested heavily in the teenage wizard, giving their owner, Warner Bros., a very lucrative asset, and with nearly 500 toys and gimmicks already available in stores, it seems the phenomenon knows no bounds, with the buying public snapping up anything from dolls and puzzles, to castles, broomsticks and DIY magic sets.

Coca-Cola has also been reported to have paid about $150 million to associate itself with Harry Potter, which is more than the film cost to make. Author of the series, J.K. Rowling, has drawn criticism for allowing Harry to be associated with 'junk food', and the question being asked is whether the magic isn't being stretched too far?

With Lord of the Rings soon to be hitting bigscreens worldwide, it will be interesting to see whether a similar merchandising juggernaut will be set in motion.