Realme has announced a Harry Potter edition of its upcoming Realme 16 Pro 5G in collaboration with Warner Bros. Discovery Global Consumer Products, bringing elements from the wizarding world into the smartphone’s design as the Chinese handset maker expands its use of entertainment franchises to connect with younger consumers.
The company has not yet disclosed the price, number of units or launch date of the Harry Potter edition.
The collaboration brings together Warner Bros. Discovery’s Harry Potter franchise and Realme’s smartphone portfolio, with the device featuring a design inspired by the wizarding world and an exclusive co-branded logo.
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For Realme, the partnership is part of a wider strategy to make its smartphones more than technology products by linking them with popular entertainment properties and their fan communities.
“This collaboration marks a significant step in our journey to make technology more joyful and meaningful,” said Xu Qi (Chase Xu), Vice President and CMO of Realme. “Working with Warner Bros. Discovery Global Consumer Products on a product inspired by Harry Potter allows us to create experiences that empower young people to discover their own magic. We are thrilled to invite fans worldwide to embrace the magic of Hogwarts and make their dreams real,” he added.
Realme expands franchise strategy
The Harry Potter edition is the latest in Realme’s growing portfolio of collaborations with global entertainment and consumer brands.
The company had previously partnered with Warner Bros. Discovery for the Realme 15 Pro Game of Thrones Limited Edition. It has also worked with properties and brands including Naruto, Coca-Cola and the Aston Martin Aramco Formula 1 Team.
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Realme has said these partnerships help it reach consumers who may not otherwise consider its smartphones, while giving existing users products with a distinct identity.
The company has also described limited-edition devices as a branding exercise rather than a sales strategy alone.
“The main reason why we create collaboration editions is we really want to create some value that is irreplaceable for our friends and also for these franchises' friends. It is just like having limited-edition clothes or cars. For them, that is something that cannot be easily replaced by another phone,” Xu had said while discussing Realme’s collaboration strategy.
With the Realme 16 Pro 5G Harry Potter Edition, the company is looking to translate elements of the franchise into the physical product and its overall experience.
Realme said the collaboration reflects its “Make it real” brand philosophy and its focus on young consumers. The company has grown its global user community to more than 300 million, according to the company.
The Harry Potter partnership also extends Realme’s relationship with Warner Bros. Discovery across two generations of its number series.
Rather than limiting the collaboration to branding, Realme said it wants such editions to create a stronger connection between the product and the franchise.
“We really wanted to give an overall immersive and original experience. It is not just for sales, it is a very important branding thing,” Xu had said.
The company is expected to share further details about the Realme 16 Pro 5G Harry Potter Edition, including its availability and pricing, closer to launch.
