It’s Pottermania right to the end

By Shaun Inguanzo
ONLY a muggle would have missed Saturday’s launch of the final Harry Potter book in Dandenong.
Fans queued before sunrise, some as early as 6.30am, outside Dandenong Plaza before storming to the third level to blitz bookstore Angus and Robertson for a copy of the final instalment of the boy wizard and his companions’ quest to save the world from the evil Lord Voldemort.
Retailers adhered to a strict embargo on the book, Harry Potter and the Deathly Hallows, which dictated that boxes not be opened until 9.01am on Saturday 21 July.
First in line was Doveton teenager Manuel Thomson, who arrived before centre security had opened the Plaza’s doors.
Manuel, 16, is a Harry Potter tragic, hopelessly engrossed by the fantasy series.
His father, Neil Thomson, said his son used to create wands and capes when younger but his love for Harry Potter had sparked an ongoing interest in reading, and had given him a constructive outlet.
“It teaches him how to read and gives him an imagination,” Mr Thomson said.
“It also keeps him off the streets and gives him a break from studies and the computer.”
Angus and Robertson Dandenong staff member Joanne Newitt said Saturday’s launch was the most successful Harry Potter book so far.
“We had all of our staff dressed up as Harry Potter characters and we had customers who dressed up as well as part of our best dressed customer competition,” Ms Newitt said.
To the amazement of staff, Harry Potter fans could not wait to begin reading the seventh book and rapidly filled vacant seats at nearby cafes.
“We’d only been open an hour or so and every available seat at the Plaza was occupied with people reading the book,” Ms Newitt said.
With the series beginning more than seven years ago, younger readers have matured, Ms Newitt said.
The maturity of the book’s readership was reflected in the fact that the store sold out of adult-cover editions before it did the children’s-cover edition.
The books are identical except for the illustration and style on the front cover.
The Harry Potter phenomenon appears to have met its end, prompting retailers to question what will be the next big thing.
“I think there will be a bit of a void in the kids’ market,” Ms Newitt said.