realme summons Hogwarts to life with Harry Potter collab

realme is taking its latest Harry Potter collaboration beyond the smartphone, using the wizarding world across product design, interactive retail and collectible merchandise to create a more immersive experience for fans in Malaysia.

At the centre of the campaign is the realme 16 Pro Harry Potter Edition, but the brand has built out the collaboration with a Harry Potter-themed pop-up, customised software, the realme Buds T500 Pro Harry Potter Edition and a limited-edition collection box.

The campaign marks an expansion of realme's collaboration with Warner Bros. Discovery Global Consumer Products (WBDGCP), following its Game of Thrones-themed smartphone.

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Running from 21 to 27 September at the Blue Concourse, Sunway Pyramid, the pop-up is designed to turn the Harry Potter IP into a physical fan experience.

Rather than simply displaying the new handset, realme has recreated elements of Hogwarts, including the iconic Great Hall and the four house common rooms. The space gives fans an opportunity to interact with the franchise while experiencing the product in an environment built around its world.

The activation also incorporates the smartphone's technology into the experience. Visitors can create their own wizard-themed magazine cover or use the phone's customised portrait features to try on the Sorting Hat, turning product features into interactive Harry Potter moments.

The approach allows realme to connect the phone's functionality to the fandom rather than treating the Harry Potter elements as purely cosmetic branding.

The product itself carries the same strategy. The realme 16 Pro Harry Potter Edition features a brown leather cover inspired by the wizard's chess scene from the film franchise, while the camera decoration takes inspiration from Hedwig. A "Welcome to Hogwarts" slogan is laser-engraved on the metallic mid-frame.

The phone cover also features the crests of Gryffindor, Hufflepuff, Ravenclaw and Slytherin, with each house's colours revealed under sunlight.

Harry Potter references continue within the phone, with an exclusive customised user interface featuring Hogwarts-inspired wallpapers, app icons and animations.

The collaboration also extends beyond the smartphone to other products. The realme Buds T500 Pro Harry Potter Edition gives the franchise another touchpoint within the brand's consumer electronics portfolio.

Meanwhile, a limited-edition Hogwarts-themed collection box is designed to turn the collaboration into a collectible experience. It includes an acceptance letter, Platform 9¾ train ticket, bookmarks featuring the four house crests, character postcards, a phone case embossed with the Hogwarts logo and a phone pin.

This gives fans multiple ways to engage with the collaboration, from using the smartphone and earbuds to collecting physical Harry Potter memorabilia and visiting the themed pop-up.

The approach reflects a wider trend of brands using established entertainment IP to build experiences around fandom rather than limiting collaborations to product branding. Most recently, Colgate released a Sorting Hat-themed toothpaste, designed to assign buyers to one of the Hogwarts Houses upon opening. Beyond the world of Harry Potter, McDonald's has also tapped into fans of SpongeBob and ONE PIECE with its Happy Meal launch. OCBC Malaysia has also released Mickey Mouse-themed cards complete with blind boxes.

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