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In a grand mahogany kitchen simply outdoors London, there’s Harry Potter magic at work. Pots are steaming, whisks are whirring and the air is thick with sugar. In a single nook, cabinets are stacked with glass jars stuffed with treats, not in contrast to these you may discover in Honeydukes, the favored sweet retailer within the “Harry Potter” movie collection. Dotting the room are different whimsical objects Potter followers will acknowledge: the Sorting Hat, a Triwizard trophy and Godric Gryffindor’s sword.

However the figures darting hurriedly between the props and the culinary gear aren’t home elves. They’re contestants on the competitors present “Harry Potter: Wizards of Baking,” which bows Nov. 14 on Meals Community and Max.

“Wizards of Baking,” produced by Warner Horizon Tv, is predicted to reach with little fanfare. However its debut kicks off a rigorously orchestrated effort by Warner Bros. to launch a subsequent wave of Harry Potter merchandise, starting from TV collection to video video games to theme parks to high-end merchandise and reside experiences.

The objective is bold. Warner Bros. wants to increase the franchise, born in 1997 with the primary installment of J.Okay. Rowling’s bestselling novel collection, with recent spins on the characters and worlds that Potter followers know and love. The studio’s blueprint for revitalizing the Potter universe will culminate within the largest threat of all: the scripted “Harry Potter” TV collection focused for debut on HBO in 2026.

Kicking off the marketing campaign with “Wizards of Baking” is a hat tip to WarnerMedia and Discovery’s beginnings: These two giants got here collectively in a $43 billion merger in 2022 exactly to mine new riches by marrying Warner Bros.-controlled properties with Discovery’s sturdy lineup of life-style channels.

The prospect of bringing a style of Hogwarts into Meals Community has been a dream of the channel’s chief, Betsy Ayala. “When the merger occurred, the Potter IP was at the start in my thoughts,” Ayala says. “So I instantly known as Dan Sacks at Warner Horizon and was like, ‘What do you concentrate on us doing “Harry Potter” along with Meals?’ And he was like, ‘I used to be truly considering the identical factor.’ So we instantly hit the bottom working.”

Hosted by actors James and Oliver Phelps, who performed the mischievous twin-brother wizards Fred and George Weasley within the “Harry Potter” motion pictures, “Wizards of Baking” will problem skilled bakers to supply elaborate desserts that style nice and inform a narrative that displays Potter’s Wizarding World.

“You’re actually asking them to deliver the story alive,” explains Carla Corridor, a veteran foodie who will function a decide for the collection alongside chef Jozef Youssef and a weekly visitor decide.

The present is a major funding for Meals Community. For starters, it’s shot at Leavesden Studios, on the unique film units that had been house to the eight blockbuster “Harry Potter” options launched by Warner Bros. Photos from 2001 to 2011.

Within the years since, Warner Bros. has struggled with its Potter-adjacent movie collection based mostly on Rowling’s “Incredible Beasts” novels. Massive-budget titles launched in 2016, 2018 and 2022 generated little warmth on the world field workplace. Extra just lately, Rowling herself has turn out to be an impediment to the way forward for the franchise due to the creator’s anti-trans public statements. (Jude Regulation just lately instructed Selection that it’s unlikely extra “Incredible Beasts” motion pictures will ever be made.)

However Warner Bros. was inspired final yr by the sturdy response from Potter followers to the brand new online game “Hogwarts Legacy,” which wound up the top-selling sport of 2023 and has crossed 30 million items bought as of final month. The Warner Bros. Video games division has additionally churned out “Harry Potter: Quidditch Champions,” launched in August, and a remastered model of the “Lego Harry Potter” assortment of video games. It has awarded licenses for a number of cellular video games to be developed based mostly on the Wizarding World. And Warner Bros. Video games is at work on a online game sequel to “Hogwarts Legacy,” which is a “very huge precedence” for Warner Bros. Discovery’s C-suite.

“We’ve got identified for a while that followers are on the lookout for extra issues on this world, and so we’re spending lots of time eager about that,” says David Haddad, president of Warner Bros. Interactive Leisure. “Our insights inform us that there are usually not enormous distinctions between a youthful model of a fan and an older model of a fan. They’re simply deep ‘Harry Potter’ followers, and we attempt to construct genuine experiences to thrill them.”

Rowling isn’t concerned in managing the franchise, however WBD executives maintain her up to date by way of her literary agent. “If we’re going to ever transcend a canon dialog, we guarantee that we’re all comfy with what we’re doing,” says Robert Oberschelp, Warner Bros. Discovery’s head of worldwide client merchandise.

Haddad says the video games crew has been coordinating among the big-picture storytelling components within the “Hogwarts Legacy” sequel with the storylines that may play out within the “Harry Potter” HBO collection coming from Warner Bros. Tv. He notes that the success of “Hogwarts Legacy” helped stoke confidence that the time was proper to make a serious Potter push: “The remainder of the corporate was very interested in what we helped to unlock with ‘Hogwarts Legacy’ final yr.”

Over in Warner Bros. Discovery’s Experiences division, the Potter precedence is Epic Universe, the long-gestating Common theme park in Orlando, Fla., that’s scheduled to open in Could. A giant chunk of the 750-acre web site might be dedicated to Potter-themed rides and experiences.

Epic Universe has been within the works for a while — since lengthy earlier than the present regime took over at Warner Bros. Discovery — nevertheless it’s coming to fruition simply in time to coincide with the bigger Potter plan. “This stuff take no less than 5, six, seven, eight years, relying on the scale and the scope,” says Peter van Roden, WBD’s govt VP of worldwide themed leisure. “One thing like Epic is a large endeavor.”

Whereas millennials have — and can possible all the time be — the Potter demo, van Roden says the franchise goals to focus on followers as younger as age 5, with the “candy spot” beginning round 7 or 8.

“It’s important to actually remind your self that it’s ever evolving, and nothing you’re doing is ever going to reside ceaselessly,” he says. “It’s important to all the time take into consideration what’s new and totally different within the tendencies which are occurring.”

After which there’s the merch, which ranges from child garments at H&M to a $499 reproduction of the magical Mirror of Erised at Pottery Barn. Extra such gadgets are within the works. With the HBO adaptation on the horizon, Oberschelp thinks a brand new technology of Potterheads might be introduced into the fold — and the shops.

Inevitably, Warner Bros. will revenue from followers who love the basic “Harry Potter” materials in addition to the brand new iterations. The trajectory of one other well-known determine within the Warner Bros. vault presents an instance, Oberschelp says. The Darkish Knight has remained a cool character for greater than 75 years. “What number of totally different Batmans are there?” he says. In time, he hopes followers will wind up asking each other, “What Harry are you?”

For now, followers must fulfill themselves with “Wizards of Baking.” The members have traded wands for whisks, however the artistry doesn’t disappoint, in keeping with Oliver Phelps. A few of the edible dioramas are bigger than a tv set. “I don’t suppose I’ve been on such a busy set in my life,” says Phelps. He counted 15 cameras — together with a crane — within the kitchen alone. “It’s not a small manufacturing.”

Every episode is filmed over two consecutive days. The primary — within the kitchens — is shot on Stage B, the place the Nice Corridor scenes within the motion pictures had been made. The judging takes place the next night time, which suggests the bakers have to make sure their desserts keep recent for greater than a day. “If in case you have a mousse, we’re judging you based mostly on after we eat it, not what it was once you made it,” Corridor warns. “In order that’s an actual problem.” “Wizards of Baking” may also function visitor judges from the forged of the “Harry Potter” movies, together with Warwick Davis (who performed Professor Flitwick), Bonnie Wright (Ginny Weasley) and Evanna Lynch (Luna Lovegood). Whereas they might not be haute delicacies connoisseurs, their job, says Corridor, is to “deliver the reminiscences of ‘Harry Potter.’” She provides, “I need them to say, ‘Wow, I by no means thought I might eat this scene!’”

Those that know the Wizarding World finest say it has not misplaced its magic. “It has transcended time and language,” Wright observes. “You’ll meet households who don’t actually agree on a lot, however all of them love Harry Potter collectively.”