The new Harry Potter confectionery line comprises premium chocolates and biscuits  in collectible tins,

Italian chocolate specialist Witor’s has joined forces with Warner Bros to launch a new travel retail exclusive Harry Potter confectionery line at Milan Malpensa Airport (MXP) Terminal 1.

Witor’s started working with Warner Bros on the Harry Potter confectionery line on 7 March, marking a significant opportunity for the chocolate company given the global success of the franchise.

The partnership has given rise to an assortment of original recipes featuring premium ingredients, from cookies to caramel and certified Fairtrade cocoa – all crafted using original moulds customised for licensing.

“We are delighted to be launching our new Harry Potter range with Warner Bros in partnership with Avolta,” said Timur Hatipoglu, Chief Commercial Officer for International Markets, Witor’s.

“To kick off the global campaign in Milan is very important for Witor’s. Together we are celebrating Witor’s creativity and Italian craftsmanship alongside the worldwide appeal of Harry Potter.”

The Witor’s x Harry Potter collection comprises premium chocolates and biscuits packaged in collectible tins, with prices ranging from €13.90 to €34.90.

Each product is inspired by key themes or locations from the Harry Potter films, such as the Golden Snitch tin which relates to quidditch.

The gondolas at MXP are inspired by the film franchise’s famous platform 9¾ scenes at King’s Cross Station.

“Witor’s has high expectations for this exciting new collaboration with Harry Potter, a global icon with 20+ years history in licensing and entertainment,” commented Witor’s CEO Jean-Valery Raffard.

“We are planning a global roll out with Avolta and our hope is for a long-term success of the Harry Potter and Warner Bros collaboration in the safe hands of Witor’s and its history of confectionery expertise.”

In collaboration with Avolta, Witor’s has created ‘immersive and entertainment-driven’ Harry Potter gondola designs measuring 1 sqm and 2 sqm, which take their cue from the film franchise’s famous platform 9¾ scenes at King’s Cross Station in London.

The chocolate and biscuit products feature themes such as Hogwarts, quidditch, jumping frogs and magic spells.

Travellers can choose between four different SKUs: the Ticket to Hogwarts half-meter chocolate box; Golden Snitch cylinder tin of golden balls; Hogwarts Houses tablets carry case; and Hogwarts Tin Box Collector with three product variants.

Product prices range from €13.90 to €34.90.

“The Witor’s team has been working in close collaboration with Avolta’s category management team to deliver a range of Harry Potter confectionery products that aren’t available on the domestic market and are showcased with a bespoke retail execution in store,” said Philippe Moryl, Avolta’s Global Head of Category for Confectionery, Souvenirs and Toys.

“We are happy about the outcome and looking forward to seeing the customer response. We are always looking at new and innovative ways of increasing customer engagement.”

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