Witor’s and Avolta launch immersive Harry Potter-themed activation at Milan Malpensa Airport

Italian confectionery company Witor’s has teamed up with Avolta and Warner Bros to launch a travel retail-exclusive Harry Potter chocolate collection at Milan Malpensa Airport.

The collaboration is being featured in an immersive retailtainment activation in Terminal 1, which has been running since 7 March, with 1sq m and 2sq m branded gondolas.

The displays highlight key elements from the famous Kings Cross Station and platform 9 ¾ scenes, while the chocolate and biscuit products showcase themes such as Hogwarts, Quidditch, jumping frog and magic spells.

The Harry Potter x Witor’s range includes four SKUs – the Ticket to Hogwarts half-metre chocolate box, Golden Snitch cylinder tin, Hogwarts Houses tablets carry case and the Hogwarts Tin Box Collector with three variants. Prices range from €13.90 (US$14) to €34.90 (US$40).

Witor’s highlighted the potential of this collaboration, citing the Harry Potter franchise’s US$9.58 billion global box office revenue and its position as the fifth-highest-grossing film franchise in history.

With an estimated brand value of US$25 billion and over 600 million books sold worldwide, Harry Potter stands as the best-selling book series in history.

Witor’s collection presents a selection of premium recipes using ingredients such as cookies, caramel and certified Fairtrade cocoa, all crafted with original moulds created for its licensed products.

Designed with gifting in mind, the offering pairs high-quality chocolates and biscuits with collectible tin packaging.

Products in the collection are themed around notable elements of the Harry Potter series, such as the Golden Snitch tin, inspired by the Quidditch games first seen in Harry Potter and the Philosopher’s Stone.

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

Avolta Global Head of Category for Confectionery, Souvenirs and Toys Philippe Moryl said, “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.

“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.”

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

“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.”