Witor's x Harry Potter confectionery launches in Milan with Avolta
Witor's makes its travel retail debut with Avolta at Milan Malpensa Airport
Italian chocolate specialist Witor’s has collaborated with Warner Bros for the launch of a new Harry Potter confectionery line, that makes its debut in travel retail exclusively with Avolta at Milan Malpensa Airport, Terminal 1.
The Harry Potter collaboration started on March 7 and offers a huge opportunity for Witor’s. The franchise has made around US$9.58 billion in worldwide box office revenue and is the fifth highest-grossing film franchise in history. The Harry Potter brand is estimated to be worth around US$25 billion, while the series of seven Harry Potter books have sold more than 600 million copies worldwide, making it the best-selling book series in history.
The new licensing partnership sees Witor’s, well known for its Italian art of chocolate making, collaborate with Warner Bros for the Harry Potter confectionery line. Witor’s presents an assortment of original recipes featuring premium ingredients – from cookies to caramel and certified Fairtrade cocoa and crafted using original molds customized for licensing.
The collection includes premium chocolates and biscuits packaged in collectible tins that are perfect for gifting to all the family
Each product in the collection relates to key themes or locations from the Harry Potter movies. For example, the Golden Snitch tin relates to the game of Quidditch introduced in Harry Potter and the Philosopher’s Stone and its golden snitch ball.
Timur Hatipoglu, Chief Commercial Officer for International Markets, Witor’s, said, “We are delighted to be launching our new Harry Potter range with Warner Bros in partnership with Avolta. To kick off the global campaign in Milan, is very important for Witor’s. Together we are celebrating Witor’s creativity and Italian craftsmanship alongside the worldwide appeal of Harry Potter.”
Jean-Valery Raffard, CEO Witor’s, added, “Witor’s has high expectations for this exciting new collaboration with Harry Potter, a global icon with 20+ years history in licensing and entertainment. We are planning a global roll out with Avolta and our hope is for a long-term success of the Harry Potter and Warner Bros collaboration in the safe hands of Witor’s and its history of confectionery expertise.”
The Harry Potter collaboration started in March and offers a huge opportunity for Witor’s
Witor’s has worked closely with Avolta to provide an immersive and entertainment-driven Harry Potter gondola design, which is being installed in Milan Malpensa Terminal 1. The Harry Potter branded retail gondolas are either one or two square meters. They take their inspiration from the movie franchise’s famous Kings Cross Station, platform 9 ¾ scenes while the chocolate and biscuit products feature themes such as Hogwarts, quidditch, jumping frogs and magic spells.
The Harry Potter x Witor’s product range includes four SKUs: Ticket to Hogwarts half-meter chocolate box; Golden Snitch cylinder tin of golden balls; Hogwarts Houses tablets carry case and Hogwarts Tin Box Collector with three product variants. Prices are between €13.90 (US$15.36) and €34.90 (US$38.57).
Philippe Moryl, Avolta’s Global Head of Category for Confectionery, Souvenirs and Toys, commented, “The Witor’s team has been working in close collaboration with Avolta’s category management team to deliver a range of Harry Potter confectionery products that aren’t available on domestic market and are showcased with a bespoke retail execution in store. We are happy about the outcome and looking forward to seeing the customer response. We are always looking at new and innovative ways of increasing customer engagement.”
