Harry Potter and the Marketer's Dream

With book five approaching, The Guardian has published an article marveling at the neverending marketing potential of Harry Potter. Said Diane Nelson, senior vice president of marketing at Warner Bros, "The success is unprecedented. Harry Potter is a bigger property than anything else we at Warner Bros have seen. The interest is equal in Britain, in the US, in Japan, in Germany. It's astonishing and we're nowhere near saturation point. The appetite is not a trend; it is a real evergreen property."