Getting wilder about Harry
By Maria Weiskott -- Playthings, 7/3/2001 10:44:00 AM
PORT WASHINGTON, N.Y. -- Everyone is still wild about Harry, especially a growing number of adults.While Harry Potter's popularity remains steady among children and teenagers between the ages of 6 and 17, his popularity continues to grow among adults, many of whom expect to buy Harry Potter licensed products.
According to Port Washington, N.Y.-based marketing information provider NPD Group, adult readership of at least one Harry Potter book has increased significantly since last March. Although more women than men have read Harry Potter, both groups showed an increase, with the percentage of men who said they have read at least one Harry Potter book nearly doubling in May 2001 as compared with March 2001.
"This heightened awareness and interest among adults may be attributed to the movie hype and the increased presence of merchandise in the stores," commented Christina Charasse, senior account manager of NPD Leisure Services. "It is likely these new Harry Potter readers will become Harry Potter fans, which in turn may entice them to see the movie and buy related merchandise."
The interest in seeing the Harry Potter movie among adults overall has nearly doubled since March. NPD found that over three-quarters of the adults who are both Harry Potter readers and aware of the movie plan on seeing it. And, while the majority of adults plan to see the movie with kids (69 percent), almost one-third plan to see it without kids.
According to The NPD Harry Potter Prophet, 57 percent of children and
teenagers and 47 percent of adults who have read Harry Potter plan to buy Harry
Potter-related products. Children who want to purchase the products named about
six different items they are interested in, while adults named three they
intended to buy. Among adults who intend to buy Harry Potter products, 32
percent say they are buying some of them for
themselves.
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