Harry Potter Store

Wizarding World Flagship

Largest selection of Harry Potter goods and services in the world located at 935 Broadway, New York, NY 1001.

On June 3rd 2021 a new immersive retail emporium opened its doors. Located in the Flatiron District on 23rd Street and 5th Avenue the only store of its kind in the entire world! Harry Potter New York features three floors covering everything from apparel to sweets; two virtual reality experiences with separate admissions too. There is no entrance fee to the store itself. There are many items available that fall into the range of children’s pocket money. Keychains, Pins/Badges, Magnets, Lanyards, Re-usable bags, Pens/Pencils and much more offer a dizzying array of Potter adorned goods for all would be wizards and witches.

These pen and bookmark sets from The Noble Collection are $12 each.

Give yourself at least 1 hour to look around the entire store. I spent 90 minutes on my first visit! There are amazing details at every turn. You will discover some imaginative photo ops as well including measuring yourself against Game Keeper and Holder of Keys, the Giant Hagrid!

Look up above the displays of Potter knickknacks to discover actual props used in the films as well as relics for each Hogwarts House: Gryffindor, Slytherin, Hufflepuff, and Ravenclaw each have banners, tri wizard trophies, and other items of interest plus video displays of famous members from Harry Potter to Draco Malfoy to Luna Lovegood!

Artifacts from the Harry Potter Films on display throughout the store!

3 Floors:
The Gallery—“Chaos At Hogwarts” Virtual Reality Experience.

The Street—Atrium, Butter Beer Bar, Confectionery, Hogwarts Houses, Soft Toys and Games, Wands.

The Cellar—“Wizards Take Flight” Virtual Reality Experience, Books, Dark Arts, House Of Minilima, Jewelry, Personalization, Robes & Knitware.

Advance timed tickets are available now for the VR experiences on the Harry Potter New York website for $34 each, and tickets to the virtual reality experience include access to the store.

As of this writing the store still has a virtual queue that requires you get to the shop early to scan a QR Code posted outside to obtain a timed entrance ticket on your phone. There is no fee.

Sorting The Hogwarts’ Houses

Allowing fans of all ages to immerse themselves into this magical space begins with a gorgeously detailed main floor which is circular. First you enter the entrance atrium, with Dumbledor’s pet phoenix Fawkes suspended from the ceiling on invisible wires welcomes would be wizards and muggles (non-magical creatures) alike.

A plethora of New York exclusive merchandise including Phoenix T— Shirts, hoodies, Owl Mugs, and Christmas themed exclusives are on display for purchase.

As you enter the circular Hogwarts Castle replica pathway you will find one section after another offering everything that will light up all visitors regardless of age. An even larger version of Fawkes carved from wood sits sentry on a rotating pedestal. As you stroll around you can enjoy this magical creature from every photo worthy angle.

There are separate cubby hole style departments. Honey Dukes candy store offers chocolate frogs including a large animated one displayed above as a welcome to this wonderful area. Bright and colorful with black and white checkered floors this is sweet tooth heaven. Every confection from the books and films are available here.

Each Hogwarts House has its own section with knitted scarfs, hats, gloves, banners, keyrings, water bottles adorned with each house crest.

Exploding bon- bons, and Bertie Bott’s every flavor beans can be purchased. A wall chart lists every flavor from Banana, Black Pepper, Candyfloss, Rotten Egg, Earthworm and Earwax to Cinnamon, Green Apple, and Vomit! I will have to pick some up come Easter time!

You can purchase New York exclusive label Butterbeer in glass bottles and mugs or steins. A bottle of the sweet cream and butterscotch fizzy drink is just $6. A separate Butter Beer bar offers a $10 souvenir cup which was sold out on my visit.

There is a lamp post that animates the Wizarding World logo to beckon fans to the character wand section. Every single wand is here. Many of these wands can be personalized downstairs on the cellar level with a favorite spell or your name. The Golden Snitch Wand is an exclusive item! The wands are $38 each.

Minalima

The London based art studio now has its first US shop inside the Harry Potter Flagship in the Cellar. This company designed the graphics for all of the Harry Potter Films. Adjacent to the Books section you will find $5 cards with lenticular art reproductions of their art for the Wizard’s newspaper The Daily Prophet. Journals, stationery, and all matter of printed art including prints of artifacts from the films. Wallpaper and gift wrap adorned with The Marauder’s Map and Sirius Black’s family tree are available too!

You can discover the history of this company displayed proudly on its covered walls. At the back of the shop is the fireplace from Four Privet Drive stuffed with Hogwarts letters!

BOOKS

The arched entrance has giant sized replicas of spell books and histories of magic. Look closely and you will see a certain Gilderoy Lockhart’s bestseller! The beloved series about life during 7 years at Hogwarts School of Witchcraft and Wizardry have NYC Harry Potter gold foil stickers on their covers for those completist collectors. Different languages, Country of Publication with variant covers are on the gorgeous shelves. Hardcovers, Paperbacks, and Box Set Editions are available. Look up to see every title in the series flying above!

That Which Must Be Named

The Dark Wizard is referred to as he who must not be named. Cleverly the section of Personalization is called the opposite. House Robes, Tri-Wizard Tournament Jerseys, Trunks, and Wands can be personalized.

Tri–Wizard Tournament Jerseys, Hogwarts Trunks, specified Wands, and Robes can get Personalized with your initials or last name.

Wizard World Associates

The staff of the Harry Potter store did not pay me to endorse their business. I write this section and all other sections of this article because I felt strongly they deserve this attention. Daniel assisted me in their Personalization area.

Every associate was wonderful answering anything I needed and were super courteous, happy to help and thrilled to be a part of this Potter adventure.

The exterior has a Wizarding World banner hanging from a Wand!
A magical clock with resting Dragon adorns the shop as well on the outside.

See you at The Harry Potter Store, New York!

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