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'Harry Potter:' Magic at Play Set to Debut This Fall

Interactive experience includes games and sensory activations.

License Global

July 28, 2022

2 Min Read
Poster for "Harry Potter:" Magic at Play.
Poster for "Harry Potter:" Magic at Play.Superfly X

As part of a partnership announced in License Global last month, "Harry Potter:" Magic at Play will make its world debut at Chicago's Water Tower Place on Nov. 11. Created by Superfly X and Warner Bros. Themed Entertainment, the first-of-its-kind attraction features 30,000 square feet of hands-on magical interactivity including games, exploration, sensory activations and more that celebrate Harry's journey in discovering the wizarding world.   

"When we set out to create 'Harry Potter:' Magic at Play with our partners at Superfly X, we knew we wanted to bring Harry Potter's world to fans in a hands-on and tactile way that gives all ages, but especially our younger guests, the ability to experience and play with the wizarding world like never before," says Peter van Roden, senior vice president, Warner Bros. Themed Entertainment. "From the moment guests arrive, they are immersed in Harry's story and are active participants in their journey through innovative play, experiential sets, games and more."   

"Over the last few years, Chicago has proven to be the perfect city to debut Superfly X experiences, and with 'Harry Potter:' Magic at Play, we invite Wizarding World fans to experience the franchise in an all-new, playful way," says Stacy Moscatelli, co-president and chief strategy officer, Superfly X. "Whether they are longtime fans of the Wizarding World or young fans experiencing this incredible world for the very first time, guests will be able to enjoy a Harry Potter activity-filled adventure all their own, as they celebrate Harry's journey to Hogwarts."  

In May, Moscatelli took part in the keynote for Day 2 of Licensing Expo 2022, "From Dream to Reality: The Power of Licensing for Location-Based Entertainment."  

Guests can explore the Dursley's living room, step onto a boat and prepare to cross the Great Lake to Hogwarts, attend Hogwarts' classes, practice Quidditch fundamentals and more.  

'Harry Potter:' Magic at Play will also feature a gift shop open to both ticketed and non-ticketed guests. The gift shop will offer a wide range of bespoke and licensed items alongside themed food and beverage including Butterbeer.   

Tickets are on sale on Aug. 3 at 10 a.m. CT at HarryPotterMagicAtPlay.com.   

Warner Bros. is exhibiting at Brand Licensing Europe 2022. Find out more info here.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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