With Harry Potter land, Universal banks on merchandising magic
In anticipation of the opening of the Wizarding World of Harry Potter at Universal Studios Hollywood, we take a culinary excursion and sample British fare at the Three Broomsticks restaurant.
Visiting from Missouri, Alexander Godbey concentrated on the shop window before him, trying again and again to make something happen.
After a fifth circular wave, the electronic wizardry in the 9-year-old’s wand triggered a small chest of drawers in the window to open, rearrange its contents and close.
“Excellent technique,” intoned a Universal Studios Hollywood employee as another wand-waving visitor stepped up to try the incantation.
On the way to an April 7 opening, the Los Angeles-area version of the Wizarding World of Harry Potter is going through dress rehearsals using random groups of park visitors. Already, the merchandising magic is grabbing center stage.