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A ‘wizard’ World Book Day for Rubie’s

Harry Potter tops dress-up licensee’s World Book Day sales, making up seven of its top ten lines.

It was a ‘wizard’ World Book Day for costume specialist Rubie’s Masquerade as Harry Potter once again topped the company’s World Book Day sales, with seven of its top ten performing lines inspired by the Wizarding World.

With Rubie’s research showing that Hermione is the most spontaneously mentioned Book Week character after Harry himself, the big news for 2020 was the introduction of a Hermione costume kit which performed beyond expectation. Professor McGonagall was the best performing adult costume.

“We are investing in consumer insights and market research to tap into our audience – knowing what they want to dress up in and how they consume content around these characters is helping shape our business decisions,” said Vicki Hamilton, Rubie’s marketing manager. ‘It’s great for parents to have a variety of new book characters coming through, and we’re excited to unveil some brand new licences for 2021.’

World Book Day 2020 results also showed that comic book characters are still a popular choice for young readers, while Mary Poppins still appeals for kids and grown-ups alike. Disney’s Frozen 2 continues to delight fans and Star Wars has started to see a welcomed resurgence.

With Disney + launching this month, there are high hopes for the Disney brand portfolio. According to several major UK retailers, core licensed characters were the stand-out success of World Book Day, so with nearly 200 character brands to choose from Rubie’s continues to go from strength-to-strength.

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