This year saw a global celebration of timeless wonder, magical partner moments, and fan-powered fun.
Each year, this iconic campaign brings together fans and partners, witches, wizards and Muggles in a shared moment of joy, nostalgia and love for the wizarding world and 2025 was no exception… in fact, it was our biggest yet! Kicking off just after Harry Potter’s birthday, the campaign ran through to mid-September, with the 1st September marking the magical return to Hogwarts that we see in the stories. With spellbinding activations from across the franchise, Back to Hogwarts continues to grow in scale, excitement and fan engagement year after year.
To capture the excitement of the back-to-school season that is so vividly imagined in the books, our 2025 creative toolkit was inspired by Harry’s very first time on Platform 9 3/4 in The Philosopher’ Stone. This iconic moment, where the magical and the mundane collide, sets the tone for a marketing campaign rooted in discovery and excitement. With immersive foley sound effects bringing the platform to life, audiences were able to relive Harry’s epic journey to Hogwarts and connect with the stories. The illustration is rich in detail, from the Hogwarts Express steaming in the background to the familiar faces of Harry, Ron, Hermione and even Draco Malfoy! Eagle-eyed fans can also spot Hedwig soaring above the crowd or the initials of our beloved characters etched onto the trunks. These assets not only celebrate the magic of returning to Hogwarts but also invite fans of all ages to embark on their own enchanting journey. Press play below and see what you think…
It was great to see our partners embrace our marketing assets with enthusiasm. Across multiple global markets, ten partners activated campaigns on their own channels, bringing the magic of the stories to life in creative, impactful ways. From bespoke Snapchat filters and newsletter features to in-app push notifications and interactive story quizzes, Potter was celebrated far and wide. Even local libraries joined in, downloading our activity sheets to share with their communities. These sheets, which are designed for kids, are a way for the next generation to interact with Harry Potter beyond a screen. Together, with our partners, we created a truly charming campaign!
Much like Albus Dumbledore, the franchise loves to kick off term with a few announcements through the Back to Hogwarts livestream, which went live at 11am BST on the 1st. This year, we gave fans a glimpse into the behind-the-scenes of the new Full-Cast Audio Editions and announced more cast members. Check out the video below…
That’s it for another Back to Hogwarts season! We loved being able to celebrate with Harry Potter™ fans from across the globe, encouraging them to reread the series and share their love for all things magic. Here’s to another exciting year ahead…
