BTS of Kinder Joy x Harry Potter Collaboration

As kids, we all remember the excitement of cracking open a Kinder Joy egg, not knowing whether we would find a fun toy or a sweet treat.

Fast forward to today, and Kinder Joy has taken things to the next level.

In 2021, they partnered with Harry Potter, not just targeting kids, but also engaging the parents who grew up with the magical world of Hogwarts.

By tapping into the nostalgia of a multi-generational fan base, Kinder Joy created a magical experience that resonated with both kids and their parents.

So, how did Kinder Joy do it? Why was this collaboration unique?

Let's dig in!

The Kinder Joy x Harry Potter collaboration in 2021 was a standout marketing campaign that blended two iconic brands to create a magical experience.

By combining the worldwide appeal of Harry Potter with Kinder Joy’s innovative product concept, the campaign tapped into nostalgia, family-friendly values, and the excitement of collectibles to engage a diverse audience.

Here's how the behind-the-scenes of this collaboration.

Background

Kinder Joy

Kinder Joy is a product from Ferrero, a globally recognized confectionery company. It shares the same structure as an egg, but we can split it into two halves vertically.

One part comes with a chocolate treat, while the other comes with a collectible toy, making it a favorite among children. The product targets kids aged 3-12 specifically (and their parents), who appreciate its quality and the added play value.

Its innovative combination of food and entertainment has helped Kinder Joy secure a strong position in the global confectionery market.

Ferrero has a long history of creating themed partnerships to boost Kinder Joy’s attraction. These collaborations often center on popular franchises or characters to tap into the interests of their target audience.

With such partnerships, Kinder Joy maintains its relevance and continues to attract new customers through exciting, limited-edition campaigns.

Harry Potter Franchise

The Harry Potter franchise, created by J.K. Rowling, is one of the most successful and adored entertainment properties. Valued at over $25 billion, it spans books, movies, theme parks, and a vast range of licensed merchandise.

The series has attracted fans across generations, from children discovering the magical world for the first time to adults who grew up with the stories.

The franchise also has an impressive licensing and merchandising history. From wands and robes to LEGO sets and video games, Harry Potter-branded products have consistently performed well in the market.

The brand's ability to create authentic and high-quality merchandise has strengthened its reputation and maintained its relevance over the years.

Its compatibility with family-friendly values and its emphasis on imagination and wonder made it an ideal partner for Kinder Joy in creating a magical marketing campaign.

Campaign Overview

Objectives

The Kinder Joy x Harry Potter collaboration had five goals to maximize the campaign’s impact on various aspects.

1. Increase sales: The campaign aimed to boost Kinder Joy sales during the promotional period by using the widespread name of the Harry Potter franchise.

2. Attract new customers: By tapping into the massive Harry Potter fan base, the campaign sought to bring in new customers of irregular Kinder Joy buyers.

3. Adopt brand engagement: Collectible toy's goal was to encourage repeat purchases and create a deeper connection with consumers.

4. Create social media buzz: The campaign aimed to generate viral marketing opportunities through a creative and interactive digital strategy.

5. Strengthen premium positioning: The campaign sought to strengthen its image as a premium confectionery brand by associating Kinder Joy with a high-value franchise like Harry Potter.

Strategy

The core strategy of the campaign was to create exclusive Harry Potter-themed products that would captivate both Kinder Joy's existing customers and Harry Potter enthusiasts. It included combining product with a marketing mix to deliver a memorable experience.

Product Innovation

• Special edition Kinder Joy eggs featured eye-catching Harry Potter-themed packaging, which franchise fans could recognize instantly.

• They designed collectible toys in the eggs to represent beloved characters, magical creatures, and iconic items from the wizarding world.

• Authentic Harry Potter branding ensured the toys and packaging resonated with fans and upheld the franchise’s high-quality standards.

Marketing Mix

• Limited-edition: The unique Harry Potter designs on the Kinder Joy eggs helped the product stand out on shelves and attract attention from shoppers.

• Themed point-of-sale displays: Retail displays featuring Hogwarts imagery created a magical shopping experience and supported the campaign’s theme.

• Social media campaigns: The #Kinderjoyharrypotter hashtag encouraged fans to share their collections online, which created excitement and amplified the reach.

For example, check out this tweet:

And check this out:

• Influencer partnerships: Collaborations with family-friendly content creators brought the campaign to life through engaging digital content.

Here’s a promotional reel by an ASMR unboxing influencer:

kinderglobal

View more on Instagram

• Digital advertising: Targeted ads across platforms helped reach a large audience, including Harry Potter fans and Kinder Joy’s target demographic.

Implementation

Product Development

The Kinder Joy x Harry Potter collaboration placed a strong emphasis on product innovation to attract consumers. The campaign introduced 16 unique collectible toys that celebrated Harry Potter.

• Popular characters: Iconic figures such as Harry Potter, Hermione Granger, and Ron Weasley were featured as collectible toys.

• Magical creatures: Toys included creatures from the wizarding world, such as Hedwig the Owl and Fawkes the Phoenix, adding a whimsical element to the collection.

• Iconic items: Fans could also collect symbolic items like the Golden Snitch and magic wands that are central to the Harry Potter universe.

• House crests: The collection paid homage to the four Hogwarts houses through specially designed toys that allowed fans to show their house pride.

They designed each toy with detailed details for authenticity, which made them highly desirable for collectors and Harry Potter enthusiasts.

Distribution Strategy

The campaign implemented a global distribution plan to ensure maximum reach and availability in key markets.

• Worldwide release: The special edition Kinder Joy eggs were made available in major markets worldwide to ensure accessibility to a large audience.

• Special displays: Retailers featured themed displays, highlighting the Harry Potter collaboration, creating a magical shopping experience, and drawing attention to the product.

• Exclusive collections: In select regions, exclusive collections were introduced to drive excitement and create a sense of urgency among consumers.

• E-Commerce Availability: They made products available online through major e-commerce platforms to address online shoppers.

This well-coordinated distribution strategy helped Kinder Joy address a diverse and global audience while maintaining the campaign's exclusivity.

Results

Sales Performance

• 27% increase in sales during the campaign period

• 35% higher engagement on social media platforms

• 42% increase in new customer acquisition

• 31% rise in repeat purchases

Consumer Response

• Positive sentiment in 89% of social media mentions

• 3.2 million interactions with campaign hashtags

• 250,000+ participants in online contests

• 92% positive feedback from customer surveys

Brand Impact

• Strengthened brand association with premium licensing

• Increased brand awareness among Harry Potter fans

• Improved perception as an innovative brand

• Improved market position in the premium confectionery segment

Key Success Factors

1. The collaboration succeeded because both brands shared family-friendly values, compatible target audiences, and a strong focus on collectibles, making the partnership a natural fit.

2. The campaign's attention to detail in toy design, authentic representation of Harry Potter elements, and well-executed marketing strategy ensured high-quality outcomes.

3. A simplified blend of online and offline marketing efforts delivered consistent messaging and a unified brand experience across all touchpoints.

Conclusion

The Kinder Joy x Harry Potter collaboration showed the power of strategic brand partnerships by combining nostalgia, creativity, and strong execution. By aligning with a beloved franchise, Kinder Joy expanded its appeal, drove sales, and deepened consumer engagement.