Hundreds of Harry Potter fans gathered along Oxford Street as the UK’s biggest themed superstore opened its doors, while pro-trans activists staged a protest nearby.
Actor Warwick Davis was among the stars attending the grand opening of the expansive new shop earlier today.
Demonstrators opposing author JK Rowling’s gender-critical views also assembled outside, carrying placards, using megaphones and leading chants.
Their slogans included “Trans rights are human rights” and “When trans are under attack, what do we do? Stand up, fight back”.
One protester said: “We will be here protesting all day. We’re sorry for the noise but unfortunately kids are dying.
“Trans kids are killing themselves. Trans kids are homeless and we need to think about those children.”
Dedicated Harry Potter fans arrived in elaborate costumes, with some beginning to queue late last night in the hope of being among the first visitors inside.
The flagship store covers more than 21,000 square feet across two floors and takes inspiration from Diagon Alley, the magical shopping district featured in the bestselling book series.
Trans activists had previously petitioned against Harry Potter-themed Christmas lights in London, arguing that the display could make LGBTQ+ people feel unwelcome because of JK Rowling’s “anti-trans” views.
Festive decorations have appeared on Oxford Street to promote the launch of HBO’s new Harry Potter television series on December 25. However, HBO recently confirmed the three main child stars would not attend the official switch-on.
Dominic McLaughlin has been cast as Harry Potter, Arabella Stanton will play Hermione Granger and Alastair Stout will portray Ron Weasley.
A channel spokesman said: “With production of our second season already under way, we are mindful of our young actors’ busy schedules and are judicious when it comes to asks of their time on top of their production and education commitments.”
More than 10,000 people have emailed London Mayor Sir Sadiq Khan, urging him to “pull the plug on transphobia” and cancel the themed Christmas lights.
A demonstrator holds a sign while chanting in support of transgender rights outside the new Harry Potter Shop on London’s Oxford Street
The protest was organised by opponents of author JK Rowling’s gender-critical views
Another demonstrator holds a sign while chanting in support of transgender rights
The petition, launched by the Good Law Project, objects to the association with Ms Rowling’s work because of her gender-critical views.
The campaign page states: “Sadiq Khan says he’s an ally of the trans community, declaring that trans rights are human rights and that London will remain a safe, welcoming space for trans people.
“So why is he allowing one of the most famous anti-trans people in the world to take over Oxford Street?
“Harry Potter lights on one of London’s busiest streets will not make trans people feel Christmassy, welcome or safe.”
‘JK Rowling has promised she’ll use some of the money from the new Harry Potter series to fund the anti-trans rights movement. This will only make her more money.
‘Khan told trans people “this city is yours too”. If he really means it, he’ll stand with the trans community, and against hate. Email him now and ask him to pull the plug on transphobia.’
When the Daily Mail contacted Lord Khan, his office said he was not responsible for the Christmas lights on Oxford Street, which are instead organised by the New West End Company.
The New West End Company currently has no plans to pull down the decorations, which will be accompanied by the opening of a Harry Potter shop on the street.
Fans wait outside to visit the new Harry Potter flagship store on Oxford Street in London
Warwick Davis during the opening of the new Harry Potter flagship store in Oxford Street
Ms Rowling, who wrote the books on which the new HBO series is based, is a prominent gender critical and feminist campaigner.
She has, however, denied that her views are transphobic, saying she respects ‘every trans person’s rights to live any way that feels authentic and comfortable to them’.
A New West End Company spokesman said: ‘New West End Company has partnered with HBO Max for this year’s Oxford Street Christmas decorations, offering millions of fans an exciting way to discover the magic of Harry Potter as they look forward to the series coming this Christmas.
‘The partnership celebrates the joy of the festive season and is intended to create an enchanting experience for visitors to Oxford Street and the West End, which continues to be a place where all are welcome.’
A spokesman for the Mayor added: ‘The Christmas lights on Oxford Street are not arranged by the Mayor or the Oxford Street Development Corporation, and this is a matter for the New West End Company and local businesses.
‘The Mayor is clear that he will always support and champion all of London’s diverse communities, including trans and non-binary Londoners.’
The new store opening today features the Hogwarts Bear Ceremony, where fans can create their own custom bear complete with a house robe, scarf and tie.
It will become the second official retail destination for the book series after the sister site at King’s Cross Station.
It comes amid a growing trend of unofficial Potter shops opening in London and other UK tourist cities as retailers try to cash in ahead of next year’s new TV series.
There are at least six such stores in London’s West End alone, with names including Magical Platform, Spellbound Emporium and House of Wonders.
While some sell genuine Harry Potter merchandise, they are not affiliated with Warner Bros or author JK Rowling.
Many of the stores sell a range of pricey but genuine merchandise linked to the books and films despite being unaffiliated with studio Warner Bros or author JK Rowling.
They are most prevalent in London’s West End where there are at least six, with names such as ‘Magical Platform’, ‘Spellbound Emporium’ and ‘House of Wonders’.
The official Oxford Street store is expected to give fans a new destination to buy merchandise directly from the brand behind the films, potentially putting pressure on the unofficial retailers which have increasingly become part of the capital’s tourist landscape.
A retail expert previously said the move showed Warner Bros’ plans to ‘squeeze the oxygen out of the unlicensed market.’
Mr De Mello, founder and chief executive of JDM Retail, told the Daily Mail: ‘It is high time that Warner Bros finally reclaimed the narrative on Oxford Street.
‘For too long, our nation’s flagship retail artery has been besieged by garish, unofficial ‘souvenir’ shops selling Harry Potter and related merchandise of questionable provenance.
‘By planting their flag so firmly on Oxford Street, Warner Bros is effectively squeezing the oxygen out of the unlicensed market,’ he continued.
Actor Tom Felton pictured promoting the new Oxford Street Harry Potter Shop
The store features a host of locations made famous by the books and films such as Ollivanders
Diagon Alley inside the new Harry Potter flagship store in London
Many of the pirate stores sell a range of pricey but genuine merchandise linked to the books and films despite being unaffiliated with studio Warner Bros or author JK Rowling.
They are most prevalent in London’s West End where there are at least six, with names such as ‘Magical Platform’, ‘Spellbound Emporium’ and ‘House of Wonders’.
The new flagship will also be only Britain’s second official Harry Potter shop, following the store at King’s Cross station, although fans can also buy merchandise at the Warner Bros Studio Tour in Leavesden.
The Oxford Street site is being billed as a fully immersive experience rather than simply a shop.
Warner Bros says visitors will be able to explore ‘beautifully themed spaces’, discover one-of-a-kind products and encounter magical moments created for witches, wizards and Muggles alike.