The Dark Side of Franchise Fandom: When Merchandise Meets Magic The upcoming release of "Practical Magic 2" has sent shockwaves through the entertainment industry, but it's not just the movie itself that's generating buzz.
High end retailers have partnered with Warner Bros. Discovery to create limited edition merchandise inspired by the film, resulting in a vast array of collectibles emblazoned with the iconic Owens Sisters logo.
At first glance, this merchandising bonanza appears to be a savvy marketing strategy – who wouldn't want to get in on the magic? However, scratch beneath the surface and you'll find a more complex trend at play.