It was always likely to conjure up a crowd, but the opening of a new Harry Potter store was a reminder that not everyone remains under JK Rowling's spell.
As hundreds of the boy wizard's fans lined Oxford Street, pro-trans activists staged a protest outside the shop against the creator's gender-critical views.
While stars of the film franchise, including Warwick Davis, were present at the flagship store's grand opening today, outside demonstrators sought to disrupt the occasion, using megaphones to get their messages heard.
Chants included 'Trans rights are human rights' and 'When trans are under attack, what do we do? Stand up, fight back'.
One demonstrator 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.'
Jazz Lander, 37, said of Ms Rowling: 'On the one hand, she taught me how to read. On the other hand, she's trying to destroy all my civil rights.
'I would like to try to encourage you and encourage you and ask you to turn out to support trans rights. I wouldn't want this boycott to put off Harry Potter fans from supporting trans rights.'
Another demonstrator holds a sign while chanting in support of transgender rights
Fans wait outside to visit the new Harry Potter flagship store on Oxford Street in London
Harry Potter fans, many dressed as their favourite characters, began queueing late last night to be among the first through the doors.
The flagship shop spans more than 21,000sq ft over two floors and is inspired by Diagon Alley – the magical shopping street from the hit book series.
Trans activists previously launched a petition against Harry Potter-themed Christmas lights in London, claiming they would make members of the LGBTQ+ community feel unwelcome due to JK Rowling's 'anti-trans' views.
Festive decorations have been set up on Oxford Street to promote the release of the new HBO Harry Potter TV series on December 25 – but 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 as Hermione Granger and Alastair Stout as Ron Weasley.
A spokesman for channel 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 already sent emails to London Mayor Sir Sadiq Khan calling on him to 'pull the plug on transphobia' and cancel the themed lights.
The petition, which has been launched by the Good Law Project, opposes the affiliation with Ms Rowling's work due to her gender critical views.
The page reads: '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 in one of the busiest streets of London 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.'
When the Daily Mail contacted Lord Khan, his office said he was not responsible for the Christmas lights on Oxford Street, which are organised by the New West End Company.
Warwick Davis during the opening of the new Harry Potter flagship store in Oxford Street
Author JK Rowling has faced protests for her outspoken gender-critical views
From left to right, Arabella Stanton, Dominic McLaughlin and Alastair Stout have been cast as the three leading child characters in HBO's new Harry Potter TV adaptation
The company currently has no plans to pull down the decorations, designed to complement the store's opening.
A spokesman said: '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.'
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 spokesman for the Mayor added: 'The Mayor is clear that he will always support and champion all of London's diverse communities, including trans and non-binary Londoners.'
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
The new flagship will be only Britain's second official Harry Potter shop, after the store at King's Cross station. The Oxford Street site is being billed as a fully immersive experience with 'beautifully themed spaces'.
Retail experts say the store will also put pressure on the unofficial Harry Potter's retailers which have increasingly become part of the capital's tourist landscape.
Jonathan De Mello, of JDM Retail, told the Daily Mail: 'By planting their flag so firmly on Oxford Street, Warner Bros is effectively squeezing the oxygen out of the unlicensed market.'
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