Warner Bros. Discovery has cast a Transfiguration spell over the Wizarding World by rebranding its official website, redirecting WizardingWorld.com to the newly unveiled HarryPotter.com. This change, first noticed by fan site The Rowling Library, marks a significant shift in the branding strategy of the magical franchise, which encompasses the beloved Harry Potter and Fantastic Beasts series.
Originally launched in 2011 as Pottermore.com, the site underwent a major transformation in 2019, becoming WizardingWorld.com as a joint venture between Pottermore Ltd. and Warner Bros. Discovery. The previous Wizarding World logo, depicting an open book with wand-like pages representing key characters, has now been superseded by the lightning bolt-shaped Harry Potter logo, which is synonymous with the books and film series.
The rebranded website aligns with updates mentioned in the latest newsletter from Wizarding World Digital, which introduces the term HPHQ or Harry Potter Headquarters. Additionally, the previous “Wizarding World Team,” responsible for features, games, and news stories, has been renamed to the Harry Potter Editorial Team.
The revamped HarryPotter.com is home to the Harry Potter Fan Club, a free-to-join community, offering fans exclusive content, features, and updates. The website now describes the franchise as “The magical universe that encompasses Harry Potter, Fantastic Beasts, and an expanding range of characters, stories, experiences, and products, as well as new projects inspired by this magical universe.”
This shift in digital strategy hints at a more centralized and focused approach to the franchise, positioning HarryPotter.com as the go-to destination for all things related to the Wizarding World. Fans can expect a richer experience, as Warner Bros. Discovery doubles down on expanding the magical universe and its storytelling possibilities.
