A Spell-binding Pop-Up for Harry Potter Fans A Magical Fan Celebration in Soho

Client Brief

Create a public-facing activation in central London to mark Harry Potter’s birthday on 31st July 2025, designed as a heartfelt celebration for fans of all ages.

The goal was to:

Deliver a fan-first event to celebrate Harry Potter’s birthday in central London
Reward and surprise the loyal Harry Potter fanbase with a free, inclusive experience for all ages
Generate social buzz and shareable content opportunities that would drive awareness beyond the event itself
Showcase cross-category product ranges from key partners in a natural, engaging way
Secure high-quality press, trade and influencer coverage to amplify the brand’s cultural relevance on this key date

Our Response

License to PR brought the celebration to life with a one-day only pop-up in Soho, London, open to the public and supported by a curated list of media, influencers and superfans.

The day kicked off with an exclusive VIP Golden Hour, welcoming influencers and journalists. Fans embraced the celebration in true style with many arriving in costume to enjoy the magical birthday experiences, celebrate the big day together, and get hands-on with themed activities and product showcases. High-quality user-generated content was shared organically by families and fans who attended.

Highlights included:

Signing Harry’s giant birthday card with personal messages
Face painting, a jellybean guessing game and a themed photo booth
Photo opportunities with a life-size LEGO Harry Potter and a Hogwarts acceptance letter from Warner Bros. Studio Tour London
Costume showcases from Harry Potter and the Cursed Child
Enchanting product displays from top-tier partners (toys, publishing, fashion, gifting and more)
Harry Potter-themed cupcakes from Lola’s Cupcakes plus surprise giveaways

The day kicked off with an exclusive VIP Golden Hour, welcoming London’s top “things to do” influencers, family content creators, and journalists. Guests previewed the space, created content, and left with curated goody bags packed with birthday-themed and core brand merchandise.

Fans embraced the celebration in true style with many arriving in costume, from hand-made magical accessories to pink birthday cake looks, and even a whole family dressed as the Dursleys!

The Results

291.5 million Total Campaign Reach
800–900 Fans Attended Throughout The Day
All free tickets sold out in 27 minutes, two weeks prior to the event
25 pieces of consumer press & listings coverage supported by 18 pieces of trade press coverage
Media coverage in outlets such as Toy World, The Young Londoner, The Londonist and MyLondon
82 pieces of organic content created across Instagram and TikTok by Golden Hour influencers with a reach of 7 million
High-quality user-generated content, organically posted by families and fans who attended organically
Sentiment: Overwhelmingly positive with guests praising the on brand and engaging activities, nostalgia-filled atmosphere, and celebratory spirit of the event.

Warner Bros. Discovery

A Spell-binding Pop-Up for Harry Potter Fans A Magical Fan Celebration in Soho

A fan-first London pop-up brought to life with heart, creativity and nostalgia

All tickets sold out to the public in just 27 minutes

Client Brief

Our Response

The Results

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