Toy World spoke to Eaglemoss Hero Collector’s head of sales, Glynn Davies, and head of product development, Stella Bradley.

With strong on-going sales of Harry Potter and Wizarding World products, Glynn and Stella told Toy World about how the company’s latest Harry Potter product line came about, and gave an insight into the team’s current sales strategy:

“We started working on the brand a few years ago with the aim to create a collectible range of 14+ targeted figurines,” explained Glynn. “At last count, we have over 40 variations, ranging from Harry and Hagrid through to Luna and Snape. We’ve also expanded into the Fantastic Beasts franchise, including a 1:2 scale Niffler which has been very well received by fans. Having run a test launch last year to gauge our best-sellers, we’ve started to roll out the line to retail. We showcased the line at this year’s Spring Fair, before the lockdowns started, with fantastic results.”

Stella added, “Based on discussions with Warner Bros. and our own research, we knew there was a strong desire from fans to totally immerse themselves in the brand, whether that be dressing up, owning a wand, visiting themed attractions or even playing Quidditch. Building on this concept, we wanted to give consumers another opportunity to invest themselves and get involved. Warner Bros. had shared some great insights into how large the female consumer base was, and how it particularly loved authenticity and the quintessentially British Harry Potter related merchandise for the home. That got me thinking and, as Eaglemoss has a heritage of creating high-performing craft products, we were well-placed to work on a creative knit kit range.”

When asked about products and what makes the line authentic and “quintessentially British”, Stella explained, “We’ve designed it so that customers can create their own house scarfs for Hogwarts. We’ve also created a Hogwarts Express Draught Excluder and a Weasley-ish Teapot and Egg Cosies set to capture that quintessentially British feel. The range is completed with the four different house versions of a Reversible Backpack and a House Slouch Socks and Mittens set.”

The Harry Potter Knitting Kits will be available to stock from September 2020. Any reader interested in becoming a stockist, or who wants to find out more, is invited to contact GlynnDavies@Eaglemoss.co.uk.

Read the full interview with Glynn and Stella in the June issue of Toy World, here.