Content area
Abstract
Pottermore, the Web site spearheaded by J.K. Rowling since Jul 2011, has been one of the cornerstones in the development of the Harry Potter franchise since the culmination of the film series that same year. Pottermore is one in a line of recent products and experiences, alongside the likes of the Fantastic Beasts film trilogy and Cursed Child stage play, that seek to reinvent the brand and prolong engagement with the transmedial wizarding world. The Pottermore project is particularly interesting because of its connections with author Rowling and its status as a unique digital franchise text that can be updated and rearranged according to shifting brand strategies. Here, Brummitt demonstrates the ways in which Pottermore's revamp is underpinned by a greater awareness of transmedia franchising than its predecessor, responding to the need for cross-promotion of new brand extensions.