In a new report, The NPD Group has revealed that one Harry Potter toy is sold every five minutes in the U.K.

NPD Group reported that 24 percent of those sales are to people ages 18 and over. The projection would make the brand second only to Star Wars in terms of value sales.

“Nostalgia is a huge part of the appeal of Harry Potter toys,” says Frederique Tutt, global industry analyst, toys, The NPD Group. “With the 22nd anniversary of The Philosopher’s Stone on June 26th, it’s not only the original Harry Potter generation reliving the excitement and love of the franchise through the wide range of themed toys available. Quite simply, Harry Potter has achieved what only a handful of characters in the toy sector have done before –ensure enduring appeal across the generations. There’s no question this is a great British brand and a great British success ––and one that is going to continue casting its spell as new generations of wizards enter the magical world of Harry Potter.”

The study leads up to the launch of the “Wizards Unite” game. Similar to “Pokémon GO,” players search for magic items and compete against other players in an augmented reality-type environment.