Pandora’s Harry Potter collection an effort to re-launch brand

Harry Potter’s Daniel Radcliffe will have his character made into jewellery collection by Pandora. (AFP pic)

COPENHAGEN: Pandora will introduce a jewellery collection based on the characters of the Harry Potter franchise as part of efforts to re-launch the brand after suffering a set back in key markets and falling out of favour among investors.

The Copenhagen-based company has signed a contract with Warner Bros that will allow it to sell 12 new products, including charms, pendants and a bracelet, from late November, according to a statement on Wednesday.

Pandora already has an agreement with Walt Disney to sell Disney-themed products in most parts of the world.

Pandora is due to report its second-quarter earnings on Aug 20.

The shares are down about 13% since the start of 2019, setting up the company for a third consecutive year of annual stock market losses.

The jeweller’s two-year restructuring plan dubbed ‘Programme Now’ includes increased marketing spending and the removal of slow-moving products.