Whats behind the Harry Potter phenomenon?
The Harry Potter stories press all the right Millennial buttons. Because they appeal to both kids and their parents–most, in fact, are jointly bought and read–they exploit today’s new trend toward shared values and tastes between kids and parents. These are big books with big vocabularies that make a kid feel smart and parents proud when a kid masters them. The basic story line–the action-packed exploits of a wholesome kid who stands up to enemies in a world of conniving, spiritually deranged adults–perfectly suits the Millennial self image. As unabashed boy stories, Harry Potter feels doubly refreshing after the steady diet of tales about feelings and healings that extended through most of the Gen X childhood. The incredible volume of Harry Potter sales, including the unprecedented 3.5 million-book first printing of the latest installment, The Goblet of Fire, marks the dawning of two new trends in the kid marketplace: big-brand products, and co-purchases by parents and their child
