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Selling America on Harry Potter

In the wake of the new Harry Potter movie, Harry Potter and the Half-Blood Prince, let us remember that the Harry Potter phenomenon began with books. While the films and overall brand has been a success in America, the books behind them have not been unanimously lauded. In fact, even British sources suggest that the real triumph of the Harry Potter series has been its marketing scheme, not its literary worth.

It isn't just American scholars, librarians and critics who bemoan the commercialization of literature that Harry Potter represents. While some of the negative sentiment has shifted over the 12 years of series' publication, there is still a faction that considers J. K. Rowling's books lesser fare for young readers. Many also point to them as the start of disturbing trend that allows merchandise to over shadow literary works of art-if indeed Rowling's books are works of art.

Since the U.S. publication of Harry Potter and the Sorcerer's Stone (Scholastic 1998), and the release of six Warner Bros. movies, Harry Potter toys, games and other themed merchandise have flooded the market.

Harry Potter merchandise is used as a strategic marketing tool to accompany the launch of each new book or Harry Potter movie. This keeps the brand competitive, and all young readers' eyes focused on the next serial installment. Other film companies, such as Disney, use this technique, but none with the type of coverage that J.K. Rowling's characters receive.

"At Least They're Reading"

Critics have lamented that the Harry Potter books don't deserve such financial success and social attention. Kids, they say, can't discern the chafe among the wheat fields of literature. They gobble it down, regardless of poor nutritional value. Optimists chirp, "At least they're reading!" Pessimists would prefer that children wouldn't need to be paid off in merchandise in order to pick up a book.

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